In early July 2020, in the context that Indonesia had entered a period of transition and adaptation to the “new normal”, the Ministry of Tourism and Creative Economy launched a national campaign named “InDOnesia CARE” to implement cleanliness, health, safety, and environment protocols, as well as verify safe and sustainable destinations in the country, contributing to the gradual restart of national tourism.
Ms. Nia Niscaya, Deputy of Marketing Division of the Ministry of Tourism and Creative Economy of the Republic of Indonesia, said: “The perception or view regarding Indonesia’s effort in Covid-19 handling based on Sprinklr big data is yet to be satisfying, compelling Indonesia to take steps in ‘building confidence and gaining trust’, which is the reason the Ministry of Tourism and Creative Economy launched the InDOnesia CARE (I Do Care) program,”
The InDOnesia CARE initiative aimed to emphasize to world travelers that the hygiene, safety, and health of the tourists and the community are top priorities for Indonesia. Therefore, Indonesia will focus on providing comfort and peace of mind to tourists through hygiene protocols that are in place in tourist destinations across the country.
The InDOnesia CARE campaign also aimed to raise the self-awareness of stakeholders in the tourism and the community about how to carry out properly the sanitation protocols in the context of Covid-19. Therefore, Indonesia also emphasized the participation of the community, local authorities and tourism businesses in the industry to keep safe and build tourist confidence.
Indonesia has designed a logo with the words “Indonesia Care” for the campaign. The special feature of this logo is that the phrase “I DO CARE” is represented in a more prominent font and color, and the word “DO” is stylized in the image of a heart, emphasizing Indonesia’s concern about tourists’ health, safety and hygiene.
The Ministry of Tourism and Creative Economy has issued the Guidelines for Cleanliness, Health, Safety and Environmental Sustainability (CHSE) for tourism businesses to guide implementing business and tourism management while ensuring hygiene and safety protocols, as well as boost services without direct contact.
Indonesia also launched the Implementation Guidelines for Health, Hygiene, and Safety for the Hotel, Restaurant and Cinema sectors, which include specific instructions on restaurant and hotel operations, and guidelines to apply CHSE into standard operating procedures (SOP) to ensure safety in operations. In addition, the ministry also launched a labeling program “I Do Care” for restaurants and eateries that meet hygiene and health standards, in order to reinforce confidence for tourists and the community when choosing to eat at certified restaurants.
For tourist destinations, many popular destinations such as Bali, Yogyakarta, Bogor, Batam and Bintan were committed to implementing the CHSE protocols and ready to reopen and welcome tourists. The CHSE covers regulations such as social distancing, temperature testing, and regular disinfectant procedures at destinations, as well as encourage to use digital services to minimize direct exposure. Attractions that meet the CHSE protocols also received certifications.
In addition, the CHSE also covers safety protocols for all transport services, airports, ports and land borders.
The Indonesian Ministry of Tourism and Creative Economy allocated 119 billion rupiahs to the evaluation and issuance of CHSE certificates for tourism businesses. By the end of November 2020, there were 315 hotels and 351 restaurants that received CHSE certification in Bali. During the press conference at the end of 2020, Ms. Angela Tanoesoedibjo, Deputy Minister of Tourism and Creative Economy, said that the ministry would continue to implement the CHSE program of this campaign in 2021 to reinforce the confidence of international tourists.