UNAIR NEWS 鈥 The recent appointment of Rayyan Arkan Dhika, a young traditional dancer from Riau, as the province鈥檚 Tourism Ambassador has sparked mixed reactions. Responding to the public discourse, Prof. Dr. Bambang Suharto, S.ST., M.M.Par, a professor of Tourism and Hospitality at (UNAIR), emphasized on Tuesday (July 15, 2025) that such roles should be granted through an objective process鈥攏ot driven solely by fleeting popularity.
鈥淭raditions like Pacu Jalur are extraordinary and offer a valuable opportunity to showcase local heritage across Indonesia. But what we truly need is not just virality鈥攚e need a thoughtful process involving proper training, cultural understanding, and strong communication skills,鈥 said Prof. Suharto.
While he acknowledged that online popularity can serve as an entry point, Prof. Suharto warned it should not be the sole criterion for selecting a tourism ambassador. He stressed that ambassadors must do more than appear in public鈥攖hey must actively promote and elevate local tourism offerings.
More than instant recognition鈥攍ong-term strategy
Prof. Suharto highlighted the importance of building a structured and sustainable development system for tourism ambassadors. 鈥淚 encourage local governments to go beyond just supporting Dhika. They should work to establish a broader ecosystem that fosters themed ambassadors in areas such as arts, culture, culinary traditions, and sports tourism,鈥 he explained.
He also called for a transparent and accountable selection process, supported by expert-led training sessions. 鈥淎mbassadors need proper preparation. Back when I served as a judge for the Miss Tourism Indonesia pageant, candidates received training from experts like Rhenald Kasali. That kind of foundational knowledge is critical for effective regional promotion,鈥 he added.
On the matter of age, Prof. Suharto proposed age-based categories within the ambassador program. 鈥淚t鈥檚 perfectly fine to have young ambassadors鈥攁s long as their roles are clearly defined. For example, they can promote family tourism or children鈥檚 attractions. But even so, there needs to be a structured process to ensure they鈥檙e not just momentary internet sensations,鈥 he stressed.
Cultural advocates, not just public faces
Through this framework, Prof. Suharto hopes to see more young cultural advocates like Dhika emerge from across Indonesia. 鈥淚f this is handled seriously, I believe the world will be in awe of our cultural diversity鈥攏ot just Pacu Jalur, but the richness from Papua to Aceh to Labuan Bajo. Indonesia can go viral based on its authentic identity,鈥 he said.
He also pointed out the importance of substantive preparation for ambassadors, enabling them to thoughtfully represent and promote their regions. 鈥淎n ambassador shouldn鈥檛 merely act on behalf of the person who appointed them. They are representatives of their communities, not individuals,鈥 he affirmed.
In conclusion, Prof. Suharto stressed that impactful ambassadors must have a clear market position. They should be capable of crafting compelling cultural narratives and understand their strategic role in the broader tourism ecosystem鈥攍ocally and nationally.
Author: Samudra Luhur
Editor: Yulia Rohmawati
