"Tourism players must be more creative in building a compelling tourism industry. With proper management, travel agents and tourism businesses can promote Siak as a primary destination rather than a secondary option," Saleh noted in a statement received in Jakarta on Saturday.
Following a working visit by Commission VII to Siak Regency on July 25, Saleh noted that Siak's historical legacy as the center of the Malay Sultanate is insufficient to elevate it on the national tourism map.
"Creativity in the tourism industry and strong supporting infrastructure are also essential," he remarked.
Daulay noted that Siak has the potential to compete with major destinations in Indonesia, such as Bali, Borobudur, Labuan Bajo, Lake Toba, and Raja Ampat.
However, achieving that status requires comprehensive improvements, including strengthening the MSME ecosystem, which plays a crucial role not only in driving the local economy but also in enhancing the overall visitor experience.
He also emphasized the importance of renovating the Siak Palace, not just structurally but also as part of a broader experience.
"Palace renovation is necessary, but tourists also seek more. There should be shopping areas and places to buy local Malay souvenirs that are easy to reach. If facilities are scattered, the attraction weakens," he explained.
He suggested adopting a concept similar to Bali's, where tourists can easily find souvenir centers and local crafts in integrated areas.
"In modern tourism, travelers want a complete package. They seek history, cuisine, souvenirs, and local experiences all in one trip. Siak has strong cultural assets — what is needed is creative packaging to make it appealing," he emphasized.
He explained that this approach would help MSMEs gain wider market access while offering tourists convenience and comfort during their visits.
"Imagine tourists coming to Siak not just to see the palace but also to enjoy local cuisine, learn traditional weaving, buy unique souvenirs, and engage with local communities. That is what makes them want to come back," he stated.
He also emphasized the need for Siak's MSMEs to improve product quality and packaging to stay competitive.
It is not just about quantity but also innovation, storytelling, and branding that reflects the Malay identity.
"For example, Siak woven fabrics or traditional foods can be packaged in a modern way without losing their authenticity. Attractive packaging makes tourists more likely to buy them, even as premium souvenirs," he explained.
Saleh also highlighted the significance of promotional efforts through various channels to better showcase Siak’s tourism potential, including social media, partnerships with travel agents, and support from public broadcasting.
He stressed the need for synergy between the central and regional governments, as tourism development requires cross-sector coordination — from infrastructure planning and business empowerment to cultural tourism package development.
"If all parties move together, the impact will be greater. The central government can assist with regulations and national promotion, while local governments focus on managing destinations and guiding MSMEs. We need a shared vision to make Siak a proud symbol of Indonesia’s cultural tourism," he stated.
Saleh expressed optimism that Siak would enter the global tourism map with proper management, especially amid the growing trend of culture-based tourism.
"Travelers are looking for authentic experiences, away from big city crowds. Siak, with its cultural heritage and warm community, has what it takes to meet that demand," he remarked.
"It is just a matter of refining it. The potential is already there. With consistent efforts, I believe Siak will become a leading destination, known both nationally and globally," he concluded.
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Translator: Primayanti
Editor: Azis Kurmala
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