Indonesia - GET READY FOR INDONESIAN VISITORS - CULTURAL BRIEF
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GET READY FOR INDONESIAN VISITORS
Indonesia
C U LT U R A L B R I E FStrong economic growth, rising incomes and the
emergence of budget carriers are fuelling Indonesian
consumer demand for outbound travel. Almost
8 million Indonesians travelled internationally in 2013,
mainly for leisure, and this figure is expected to grow
strongly over the coming years.
CON TENTS
1 Why the Indonesian market is
important
1 Politics and History
2 About the Indonesian visitor
2 Opportunities
3 Customer needs and expectations
‘Face’ is important
Communication
4 Service
This Indonesian Cultural Brief is produced by the Tourism
Importance of Religion
Industry Association New Zealand (TIA) and is available
free to our members. See our website www.tianz.org.nz
5 Food and Beverage
(News & Media – publications).
Shopping
Sources include: Tourism New Zealand Indonesian Market
Language Snapshot; 2014 and Indonesia Emerging Considerer –
summary report 2013; Auckland Airport.
1Why the
Indonesia is an important emerging visitor market
for New Zealand. The world’s fourth most populated
nation, it has a rapidly expanding economy, fast
Indonesian growing middle class and importantly is located a
non-stop flight away from New Zealand.
Indonesia is currently New Zealand’s 24th largest
market is visitor market. We welcomed 15,400 Indonesian
visitor arrivals in the year ended February 2015, up
important
13% on the previous year.
With improvements in air connectivity, visa
liberalisation and investment by Tourism New Zealand
and other major tourism operators, the market is
forecast to see good growth over the coming years.
Preparing now to welcome Indonesian visitors will
help accelerate growth out of this big South East Asian
market and ensure we understand and exceed visitor
expectations.
White Island Tou
rs
Politics and
Indonesia’s culture and values have been
influenced by its geographical location and long
history of trade, colonisation, war and politics.
History Indonesia was colonised by the Dutch for over
350 years from the early 1700s until the Japanese
occupied the archipelago during World War II,
after which Indonesia gained its independence.
Indonesia is now the world’s biggest Muslim
nation, with over 80% of its population stating that
they practise Islam.
1About the Indonesian Visitor
Facts and figures Travel style
• About 70% are holiday travellers and • 65% are independent travellers
16% are visiting friends and family (VFR) • 14% are package travellers
• The largest travelling group is as a family, • 21% come in tour groups
accounting for 40% of Indonesian holiday
arrivals Emerging Considerers
• 83% stay in hotels Around 8.3 million Indonesians could be
• About half visited another country on considered Emerging Considerers. They are
this trip skewed towards the older age groups, although
• 81% are first-time visitors to New Zealand there is still a reasonable youth segment.
Regardless of age, all travel predominantly as
• Average length of stay for holiday visitors
families.
is 10 days, and VFR 23 days
Based on Tourism New Zealand research,
In 2014, 36% of all Indonesian visitors to New
Emerging Considerers come from a high socio-
Zealand travelled here in August. This is the
economic group, are travel decision-makers,
Lebaran or Eid season, which has a moving date
have travelled internationally in the past five
like Chinese New Year. In 2015 the Lebaran
years and find New Zealand an appealing
season will be mid-July. Lebaran is one of
destination.
Indonesia’s major national holidays.
Indonesian Emerging Considerers are big users
November through to January is also a popular
of Facebook, Twitter and Google+.
season for Indonesians to visit.
Opportunities
Indonesian travellers like meeting new people, Promoting travel to families is a key opportunity.
learning about different cultures and trying new • Cost can be a major barrier to travel, so
cuisines while having the ability to practise their target higher socio-economic audiences
religion. • Highlight New Zealand as a leisure
They value friendliness, safety, security and destination, as a key barrier can be lack
cleanliness as important factors when travelling. of knowledge of where to go and what
They are attracted by New Zealand’s natural to do.
environment.
2Top 10 activities Emerging Considerers enjoy:
• Walking and hiking • Bathing in geothermal pools
• Heritage attractions • Food markets & arts and crafts markets
• Boating • Taking photos
• Botanical gardens • Vineyards
• Farms • Scenic boat ride/cruise
• Volcanic/geothermal attractions • Beaches
• Visiting friends and relatives • Cultural experiences
• Bird watching
• Zoos, wildlife and marine parks
• Museums and galleries
Customer needs
and expectations Tourism New Zealand
‘FACE’ IS IMPORTANT COMMUNICATION
The concept of saving face is very important Like most Asian cultures, Indonesia is a
in Indonesian culture. Face is a complex value relationship driven market. Build relationships
encompassing status, respect and dignity and and show respect by:
should not be underestimated. • Being patient
Tips to give face: • Realise Indonesians are indirect
• Remain polite and always smile communicators and do not always mean
• Be humble at all times what they say
It will potentially harm your relationship and • Pay attention to body language and read
business if you cause someone to lose face, between the lines
especially in front of others. For example, do not • Avoid crossing your arms or putting your
argue, blame or accuse an Indonesian visitor. hands on your hips as this comes across
as aggressive
• Do not point with your finger as this is
considered rude
• Indonesians love doing business with
someone who they consider a friend or
relative as opposed to a stranger
3Indonesians might sit or stand very close to you. is the direction Muslims face when praying
This is merely a show of friendliness and indicates (where Mecca is located) – your local mosque
they want to get to know you better. or a website can provide guidance
• Before Muslims pray, they wash/clean their
SERVICE
feet, hands and faces – ideally a prayer room
Here are some ways to provide good customer would be near a washing facility
service to your Indonesian visitors:
• Larger accommodation providers could
• Acknowledge the Indonesian visitor as soon consider providing a prayer room and prayer
as you see them mats (Muslim Indonesians will often travel
• Make sure you show your respect especially with their own prayer mat, but it’s good to
to the older generation – Indonesians will call provide an option)
someone Bapak (for male) or Ibu (for female) • Provide directions to the local Mosque/
before their name to show respect – this is Islamist Centre if available on the itinerary
used for someone who is older or who has a route – www.fianz.co.nz has a list of Islamic
higher rank in the business environment Centres throughout New Zealand
• Serve the older generation first • Provide information on restaurants,
• Avoid using your left hand to pass anything supermarkets and other food retailers selling
as this hand is considered dirty halal certified products
• Avoid shaking hands with a woman unless
she initiates it
• Avoid touching or reaching over a person’s
head, especially that of an older person
• Speak slowly and clearly to your Indonesian
visitor as English is not their first language
IMPORTANCE OF RELIGION
As a largely Muslim country, the Indonesian
culture is conservative compared to western
culture. One important travel factor for Muslim
Indonesians is that they are able to practise their
religious beliefs safely and securely:
• Itineraries that offer options for Muslim
Indonesians to pray five times a day would
be advantageous – for prayer timing see
www.fianz.co.nz
• Advise the direction of kiblat (or qibla) – this
4FOOD & BEVERAGE SHOPPING
Indonesians practicing Islam are likely to follow the Indonesians are interested in locally made
dietary requirements of halal certified foods and products. Arts and crafts markets and food
beverages. Some things to note when serving food markets are popular activities.
and beverages to your Muslim visitors are: Be mindful that halal is relevant to food and non-
FOOD food products such as cosmetics, which can contain
• Muslims don’t eat pork – it would be useful animal products or alcohol.
to note on the menu which dishes have
pork-related ingredients LANGUAGE
• Be careful when you are cooking and
English is the second language to most
serving food to avoid cross-contamination
Indonesians so consider translating information
for people who don’t eat pork or are strict
and menus into Bahasa, the official language. Be
vegetarians
mindful, however, that there are over 700 dialects
• Pork maybe found in foods and ingredients and languages in Indonesia.
that are not explicitly labelled pork, such as
Use simple, plain English when speaking with
sausages and gelatine
Indonesians, and speak a little slower than usual.
Be mindful not all Indonesian visitors are Muslim –
Add value to your Indonesian visitors’ experience
not all will adhere to Islamic dietary requirements.
by learning a few words of Bahasa:
Rice is a staple food for most Indonesians and is
The most powerful words for Indonesians are
often served with many different side dishes.
apa kabar? a ba ka par - how are you?
Indonesians will use a spoon and fork as opposed to
Other useful phrases are:
a knife and fork. Some may eat with their hands and
• good morning (until 11am) - selamat pagi
not cutlery.
se-lah-mutt par-ghee
ALCOHOL
• good afternoon (until 3pm) - selamat siang
• Muslims don’t drink alcohol so offer other se-la-mutt see-ahng
beverages
• good evening (until 6pm) - selamat sore
• Be wary of using alcohol as an ingredient se-la-mutt sore-ray
in desserts or sauces. Check ingredients
• good night (at night from 6pm-ish) - selamat
as products such as vanilla essence or soy
malam se-la-mutt mah-lahm
sauce can contain alcohol
• good night (before going to bed) - selamat
tidur se-la-mutt ti-dur
• goodbye (if you are leaving) - selamat
tinggal, (to someone who is leaving you)
- selamat jalan
• thank you - terima kasih
ter-ree-mar car-see
5Here are some links your Indonesian visitors might find useful:
www.camping.org.nz
www.drivesafe.org.nz
www.newzealand.com/id/indonesia/
FOR MORE INFORMATION ON THE SERVICES OFFERED BY TIA
E info@tianz.org.nz P 0800 TIA HELP (0800 842 4357) W www.tianz.org.nzYou can also read
