Once upon a time: Indonesia to employ storytelling, narrative in tourism recovery strategy

The government is turning to the power of storytelling to promote the country’s major tourist destinations, which will likely involve help from social media influencers, to revive the sector that has been deeply impacted by the pandemic.

President Joko “Jokowi” Widodo, in his annual state address and financial note speech at the House of Representatives on Aug. 14, stated that the approach, dubbed “storynomics,” would utilize the strength of narration and creative and cultural content to promote the country’s tourist spots. It will be part of the government’s allocation of Rp 14.4 trillion (US$972.6 million) to fund tourism recovery efforts next year.