“The world is a book, and those who do not travel read only one page.“
– St Augustine, theologian and philosopher
AS I write my column I am on my penultimate day of our five-day visit to Jakarta and Bandung, and I must confess – I’ve fallen in love.
Not with a person, but with a city. Or rather, with two cities and their beautiful people, clean and well-planned surroundings, and most of all, their impressive tourism culture.
My visit, which ends today, has been an eye-opener in more ways than one. It gave me new insight into how Malaysia, and especially Sarawak, could take a leaf from our neighbours’ tourism playbook.
Let me say this plainly: Malaysians are generally friendly; yes, but after experiencing Indonesian hospitality firsthand, I now have a different benchmark.
From government officers to mall attendants, salesgirls, street hawkers, and even passers-by, the people of Jakarta and Bandung display a kind of warmth and helpfulness that’s both genuine and overwhelming.
Perhaps it’s ironic that my perception of Indonesians had been shaped not by personal experience, but by second-hand tales from Malaysian friends, especially pseudo-Malayans (Sarawakians who have lived in Malaya for decades).
They had painted Jakarta as chaotic, cold and best avoided. But after this visit, I can confidently say: they got it wrong. Chances are I will be making regular trips to Indonesia.
Let’s start with Jakarta. With a current population of over 11.6 million – nearly half that of Malaya – you’d expect the usual big-city woes.
Yet, Jakarta surprised me. The roads are well-paved and systematically planned. Traffic moves efficiently, especially with the help of the imposing Sheikh Mohammed bin Zayed (MBZ) Skyway – a 36.4-kilometre elevated expressway connecting Jakarta to Bandung.
This engineering marvel, opened in 2019 by President Joko Widodo, is not only the longest flyover in Indonesia but also the longest double-decker expressway in Southeast Asia. Built for private vehicles, it has significantly eased congestion between the two cities.
Equally impressive is the cleanliness and orderliness of the capital. Public toilets, yes, public toilets are not just functional but artistic. Some have walls decorated with murals and art installations, while others feature koi ponds at the entrance.
It’s an attention to detail we rarely see in our cities, where the state of public amenities often leaves much to be desired.
But it is not just the infrastructure that wins you over, it is the people. The culture of friendliness is institutional. Smiles greet you everywhere. Service with a smile is not a slogan here; it’s a lived reality.
What particularly struck me in both Jakarta and Bandung was how cleverly and consistently Indonesia markets its tourism products.
In many eateries and restaurants, short, captivating tourism videos play on large screens. These clips showcase destinations across the archipelago, from majestic volcanoes and pristine beaches to cultural landmarks and food trails.
The brilliance lies in the timing: tourists and locals alike are informed and entertained while enjoying their meals. It is smart, it is efficient, and it works.
These micro-documentaries are only a few minutes long but packed with compelling visuals and facts. It’s tourism promotion that doesn’t intrude, yet sticks in the memory.
Why can’t Malaysian tourism officials do the same? We have no shortage of beautiful destinations. But where are our creative campaigns?
Where are the concerted efforts to inform, excite and entice visitors? If Indonesia can reach 2 million Malaysian tourists annually, surely we can learn something from their methods.
On May 2, I took a day trip to Bandung, where one particular attraction blew me away: the Great Asia Africa theme park in Lembang. Here, I felt like I had circled the globe in an afternoon.
Replicas of iconic landmarks and villages from 10 countries, including Japan, China, India, Korea, Thailand, the Middle East, and Africa, are recreated amidst the lush highlands.
The park was teeming with local tourists, families, couples, and school groups. Everyone was busy snapping photos against backdrops like the Great Wall of China or India’s Pink City. It was immersive, fun and educational.
What’s more admirable is that this entire park was built on a forested hill – a lesson on how nature can be harnessed for sustainable tourism.
Why can’t Sarawak do something similar? We have some of the richest rainforest resources in the world.
With vision and investment, our natural landscapes could be transformed into tourism parks that blend ecological preservation with educational entertainment.
Also in Lembang is the Floating Market, where you shop and dine from boats floating on a serene lake. Tourists can taste local delicacies, browse handmade crafts, and even enjoy water rides.
The prices are reasonable; a key reason why families flock to these spots.
This, again, is where Malaysia misses the mark. Many of our attractions are overpriced or underwhelming, or sometimes both. The Indonesian model proves that affordability doesn’t mean compromising on experience.
Back in Jakarta, I visited the magnificent Istiqlal Mosque – Southeast Asia’s largest, capable of holding 200,000 worshippers.
Located near Merdeka Square and facing the Jakarta Cathedral and the Immanuel Church, it is more than a mosque; it’s a symbol of religious harmony.
Religious tourism is another under-tapped segment in Malaysia. A thoughtfully systematic religious tourism trail involving historical mosques, churches, and temples could appeal to domestic and international tourists alike. If Indonesia can do it with style, why can’t we?
If I could send one message to our tourism planners, it would be this: go visit Indonesia.
Experience the warmth of its people, the brilliance of its tourism strategies, and the commitment of its government. Learn how forested hills became international theme parks.
Watch how a meal in a simple eatery becomes an opportunity to inspire travel. Study how even toilets are used to promote culture and design.
And understand how roads, public amenities, and affordability all contribute to a world-class visitor experience.
Sarawak, in particular, is blessed with natural wonders; from the caves of Mulu to the beaches of Sematan, from Mount Santubong to the heritage lanes of Kuching. But we’ve fallen short when it comes to packaging these experiences with creativity and consistency.
The private sector should play its part too. We don’t need to reinvent the wheel. We just need to be humble enough to learn from our neighbours.
In the end, what truly makes a destination memorable is its people. Indonesia, to me, is now defined not just by its food or its cities, but by the human connections. The smiles, the genuine help, the respectful service. It is this spirit that will keep me and many others going back.
A close friend of mine, an academic, has visited Indonesia more than 60 times. Now I understand why. He’s probably drawn not just by the culture or the scenery – but by the ‘lasses’ too, perhaps!
In any case, I’ve joined that club. And as I fly back to Sarawak, my heart is a little heavier – but also fuller. For in the streets of Jakarta and the hills of Bandung, I’ve seen what’s possible when a nation decides to invest in its people, its spaces, and its stories.
And I dare say: Jakarta, aku cinta padamu!
The views expressed here are those of the columnist and do not necessarily represent the views of Sarawak Tribune. The writer can be reached at rajlira@gmail.com
