Tourism Promotion Through Films: A New Way to Showcase Indonesia's Beauty to the World

Who says tourism promotion can only be done through billboards, social media, or festivals? Now, film is being considered as a "moving stage" that can introduce Indonesia's natural beauty, culture, and creative products to the world.

This idea came from Lamhot Sinaga, Deputy Chairman of House of Representatives Commission VII, who urged the government to take film more seriously as a medium for promoting tourism and the creative economy.

Film as Indonesia's Tourism Showcase

During a hearing with representatives from the Ministry of Creative Economy and film associations at the Parliament Complex in Jakarta on Thursday, November 6, 2025, Lamhot emphasized that film could be an effective means to introduce the tourism and cultural potential of the archipelago.

"Our film industry can align with MSMEs, align with the creative economy," said Lamhot.

He suggested Indonesia could emulate how other countries developed a strong film ecosystem with high promotional value.

"How South Korea grew its film industry, or Japan with animation, for example. That's what we need to cultivate," he stated.

Through film, destinations like Labuan Bajo, Lake Toba, or Raja Ampat wouldn't just appear as beautiful backdrops but become integral parts of stories that touch viewers' hearts.

Government and Film Industry Collaboration

Lamhot also stressed the importance of collaboration between the government, production houses, and film associations in creating works that showcase Indonesia's cultural and tourism diversity.

"I desire that this isn't solely about money, but how government programs align with the condition of Indonesia's film ecosystem. That's what we aim to achieve," he explained.

This means government support shouldn't just be about funding, but also policies facilitating film production across various regions. This way, local tourism potential gets wide exposure, and surrounding communities feel the economic impact.

Economic Impact: From Screen to Field

Undeniably, the film industry also holds significant economic value. Lamhot mentioned the sector's economic circulation reached Rp 3.2 trillion in 2024 and is predicted to grow 10-15% annually.

Films shot on location not only promote an area's beauty but also stimulate the local economy. From daily workers and catering providers to MSME actors, many can benefit.

Commission VII member Rahmawati emphasized the same point.

"Don't let us produce films abroad. Make them in our own places, in Lake Toba for example, because that will prosper the local community, that's better," she said.

Imagine a film set at Lake Toba – not just engaging entertainment, but free promotion enticing tourists to come and experience its beauty firsthand.

Film as Emotional Tourism

Film possesses unique power; it's not just moving images, but an emotional experience. When viewers watch a sunset scene on a Bali beach or a traditional ritual in Toraja, they don't just see beauty—they feel connected.

This makes film the most natural promotional medium. Without realizing it, audiences travel through the screen. When the film ends, the desire to visit in person grows organically.

Towards a Promotional and Productive Indonesian Cinema

The House Commission VII hearing with the Ministry of Creative Economy also discussed other crucial matters: fair film screening access, funding issues, and film distribution. All aim to make Indonesia's film ecosystem healthier and more competitive.

Managed well, film can be a more effective promotional tool than regular ads. It can sell Indonesia's charm without feeling like a hard sell, instead inviting through story.

Camera Lights, Indonesian Charm

From Lake Toba to Labuan Bajo, from Toraja to Yogyakarta, Indonesia has an endless natural stage.

All that's needed is a camera, a strong script, and the courage to tell that beauty to the world.

Through film, Indonesia doesn't just become a tourist destination, but a living story in the hearts of global audiences. (Antara)