The Center for Tourism Studies of Universitas Gadjah Mada (Puspar UGM), in collaboration with the Regional Development Planning, Research, and Innovation Agency (Bapelitbang) of Berau Regency, presented the results of a study on the 2026–2030 Tourism Marketing Strategy of Berau Regency. This initiative is expected to serve as a breakthrough in optimizing local potential and positioning Berau as a leading tourism destination, driving economic growth beyond the mining sector.
Dr. Mohamad Yusuf, Head of Puspar UGM and lead researcher of the study, emphasized the importance of Berau’s tourism resources as a core strength. According to him, Berau offers unique attractions that appeal to international tourists.
“Many repeat visitors come to Derawan, Sangalaki, and Maratua. Tourism has become a key pillar for Berau, especially since the mining sector in the region is unlikely to remain sustainable in the long run,” said Dr. Yusuf on Monday (Oct. 20).
In light of this situation, Dr. Yusuf emphasized the need for the local government to innovate, enabling the region’s vast tourism potential to significantly contribute to increased locally generated revenue (PAD).
Echoing this view, Endah Ernany Triariani, the Head of Bapelitbang Berau, emphasized the importance of preparing local communities to serve as tourism hosts. She noted that visitor safety and comfort have become government priorities.
“We continue to strengthen marine transport regulations, such as a regional regulation requiring tour boats to have dual engines, and to establish strict safety SOPs,” she explained.
She added that Berau Regency is home to 282 tourist destinations, including the Sangkulirang and Mangkalihat areas, which are in the process of obtaining National Geopark status.
However, promotion efforts remain limited due to budget constraints, and the suboptimal performance of the Tourism Information Center is caused by a shortage of human resources.
Digital promotions have been carried out on video screens at major airports, including Soekarno–Hatta and Makassar.
“However, our presence and promotion in international markets remain limited due to funding constraints,” she said.
Dr. Destha Titi Raharjana, a member of the research team, added that several crucial issues still need attention to improve future tourism marketing. Among them are accessibility and connectivity, which continue to hinder tourism growth in Berau.
“Marketing collaboration remains weak. Some areas in Berau still experience poor signal coverage, which is why creative event initiatives and efforts to penetrate potential markets are urgently needed,” he noted.
At the end of the forum, Puspar UGM, through Sotya Sasongko, another team member, presented three main recommendations for Berau’s tourism marketing over the next five years.
The first recommendation pertains to the development of destination and cross-area tourism packages. This requires integrating marine destinations (Derawan–Maratua–Sangalaki) with coastal–bay areas (Talisayan, Biduk-Biduk, Teluk Sumbang), inland regions (Merabu, Merasa, Tumbit), and urban tourism (Tanjung Redeb, Sambaliung, Gunung Tabur, Teluk Bayur) to create a more comprehensive visitor experience.
The second focuses on developing marketing media through a series of activities such as strengthening Berau’s tourism image, especially its nature and marine tourism, both in domestic and international markets; disseminating flagship tourism products through regular famtrip programs to enhance destination reputation; holding travel dialogues; improving tourism promotion quality and effectiveness; collaborating with influencers; and promoting through international forums and exhibitions.
The third recommendation calls for collaborative event development through continuous partnerships under the pentahelix model, with each stakeholder contributing to organizing events that attract visitors to Berau.
“The success of the Jazz Maratua event can serve as a benchmark. Other major potentials, such as fishing tournaments held in the sea, estuaries, and inland rivers, are also believed to attract international communities, as emphasized by the Chairperson of the Berau Fishing Association,” explained Sotya Sasongko.
Author: Agung Nugroho
Post-editor: Salma
Photographs: Puspar UGM