Jakarta (ANTARA) – Tourism observer from Andalas University, Sari Lenggogeni, advised the government to immediately create a master plan so that it can more widely introduce rendang as Indonesia’s intangible cultural heritage if it is recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO).
“Promotion and communication are integrated offline and online, and the creative economy is prepared. Several cities have already done so branding city of rendang“Rendang tourism village can also be prepared, the master plan is prepared,” said Sari when contacted by ANTARA in Jakarta, Wednesday.
The chairman of the West Sumatra Regional Tourism Promotion Agency emphasized that 50 percent of tourists who visit a country are culinary hunters (foodies). In the results of the study he conducted, nearly 2 thousand domestic and foreign tourists ranked culinary as the top three attractions of tourism.
Also read: Minister of Culture: Registration of rendang with UNESCO for global recognition
When related to tourism potential, population foodies in West Sumatra it is already quite large. This province is not only the city of origin of rendang, but also an authentic place that encourages the establishment of restaurants in various regions, thereby indirectly campaigning for rendang at home and abroad.
“This will strengthen West Sumatra’s branding as cores from slowfood tourism authentic. It’s the same with pizza in Italy, Chinese tea and others, everyone will be looking for it city of originsit,” he said.
According to him, making a master plan is becoming increasingly important because rendang has once again received world recognition as CNN’s top 50 delicious food. This achievement proves that the taste of rendang has been recognized globally.
Also read: Ministry of Culture: Rendang deserves to be proposed to Unesco
Moreover, rendang is rich in local stories and the philosophy behind its making. For example, about patience, wisdom, resilience, history of being part of the food supply during the second world war.
“Even now, rendang is used as a humanitarian message by the government and communities in providing humanitarian assistance during disasters and crises. Rendang also has many variants so span customer “It can be broader, the power of the narrative is very strong compared to the power of the feeling itself,” he said.
The greater recognition of rendang will have a good impact on global promotion. This recognition will later rise to recognition of “Destination of origin Randang and Minangkabau food”.
Also read: The Ministry of Culture is optimistic about proposing rendang to UNESCO in 2025
“This is what we have been waiting for, because currently without it legacy then it will appear false brandwhere other countries could claim authenticityhis,” he said.
Through this master plan, the government can carry out diplomacy and promotion through rendang. Indonesian embassies in various countries can introduce it, including the community.
Rendang promotion can also be carried out through strengthening digital marketing and Meetings, Incentives, Conventions and Exhibitions (MICE) activities in every diplomatic activity or tourism activity.
Also read: Ministry of Finance: Rendang seasoning exports have an impact on the agricultural sector
Sari also asked the government to prepare good promotional and communication materials for the creative economy sector. Including increasing reviews on global platforms, CHSE and restaurant readiness.
He hopes that through a master plan prepared in a structured and systematic manner, West Sumatra can be used as a “Destination of origin slow food rendang”, which involves raw material collaboration, community collaboration, research and development, education, creative economy and interesting events on a regular basis.
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Reporter: Hreeloita Dharma Shanti
Editor: Siti Zulaikha
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