Jakarta – The coffee diplomacy played by the Ministry of Tourism (Kemenpar) has been successful again. That was after Flores coffee managed to steal attention at the Ministry of Tourism Pavilion at the 2019 Wonderful Indonesia (FWI) Festival in Russia, Saturday (3/8). Visitors from Russia were immediately sedated by the delicious taste of the coffee. No wonder, Indonesian coffee is selling well at the Ministry of Tourism Pavilion which is right in front of the main stage in Krasnaya Presnya Park, Russia.
Occupying a strategic pavilion, the Indonesian Coffee Stand is almost never empty. Many Russians stop by and order coffee. Sometimes, the queue even snakes.
“Russians really like this. It feels right. That’s how it makes them curious about Labuan Bajo. Because so many people ask about Komodo Island. As long as I ask for coffee, I’m always asked how it is Komodo, how it is Flores. The name Komodo Island is truly extraordinary in Russia,” said Deryl Juniar, Barista who was brought by the Ministry of Tourism to Russia, Saturday (3/8/2019).
ADVERTISEMENT
SCROLL TO CONTINUE WITH CONTENT
The distinctive character of Flores Bajawa coffee is a combination of nutty and tobacco aromas. The body is thick with balanced acidity, creating its own pleasure. This unique taste is also influenced by organic cultivation methods and is grown in soil containing volcanic ash. No wonder Russian tourists are so interested. Not to mention the exotic spices of Labuan Bajo and Komodo Island. This makes Russian visitors even more enthusiastic.
According to the Deputy for Marketing Development II at the Ministry of Tourism, Nia Niscaya, the Ministry of Tourism deliberately continues to involve coffee diplomacy. Because currently coffee has become a lifestyle for people in various parts of the world with different methods and cultures. Therefore, according to him, this coffee diplomacy is very appropriate so that coffee becomes its own brand that reminds the world community about Indonesia.
“And this has been proven, Flores coffee is a favorite at FWI Russia. They are increasingly enthusiastic about digging up information about Labuan Bajo and Komodo Island. This is certainly an advantage for us. Because Labuan Bajo is also one of four Super Priority Destinations which is currently being boosted by Mr. “President. For the answer, we have also prepared all the information and brochures related to Labuan Bajo in our Pavilion,” explained Nia, who was agreed by Assistant Deputy for Marketing Development II at the Regional Ministry of Tourism IV (Europe) Agustini Rahayu.
Apart from Flores Bajawa coffee, the Ministry of Tourism also brings in various other Indonesian coffees. Starting from Toraja coffee, Kerinci coffee, to Kintamani coffee. The Ministry of Tourism also presented wedang uwuh and wedang adas to complete the atmosphere.
Minister of Tourism Arief Yahya said that Indonesia is heading towards becoming the world’s favorite culinary tourism destination that is highly competitive. Through ongoing efforts including promotions abroad and at home. This is an effort to increase people’s love and interest in traditional Indonesian culinary delights, including delicious Indonesian coffee. Moreover, Indonesian coffee is currently the favorite in many countries in the world.
“Currently, culinary tourism is not a temporary phenomenon but has become the main attraction and goal of traveling to a destination. Therefore, culinary tourism is able to become the main element that functions as a glue for the series of tours, considering that tourism is a multi-attribute and prospective sector as a gateway. “the gateway and image of Indonesian tourism,” said Minister of Tourism Arief Yahya.
The Minister of Tourism added that coffee is one of Indonesia’s mainstay drinks to promote Indonesian tourism. Apart from that, the culinary sector provides employment opportunities. Of the 11 million workers involved in the tourism sector, 30 percent of them work in the culinary or restaurant sector. He gave an example of one successful culinary marketing strategy from neighboring countries, such as Thailand and China, which has gone global.
“Coffee has become a national identity. In every exhibition or promotional activity abroad, coffee is never left behind. And Indonesian coffee is what always attracts foreign people. That’s because Indonesian coffee has qualities that other countries don’t have. Its character, taste, “The density, the aroma, everything is in Indonesian coffee,” concluded Minister of Tourism Arief Yahya.
(ega/ega)
