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hange is in order for
us to become an efficient
nation. We need to go
to extremes to shake
people into realising the
magnitude of the work we
still have to do. We need
shock therapy,” says Rizal Ramli, perched
comfortably on a chair in his library. Inside the
green-walled space are massive bookshelves
lining two sides of the room, filled from floor
to ceiling with profiles of world leaders, as
well as books on business and politics and
numerous biographies of Albert Einstein.
An admirer of Einstein, the newly
inaugurated Coordinating Minister for
Maritime Affairs and Resources shares
the revolutionary scientist’s audacity and
vision. The former Minister of Finance and
Coordinating Minister for Economic Affairs
made headlines when turning the spotlight on
the government-owned electrical company
Perusahaan Listrik Negara, pointing out what
he perceived to be inconsistencies within the
company he had pulled out of deficit during
his past tenure.
Brazen and outspoken yet courteous and
considerate, he shares his story of the day he
received the offer to be the new Coordinating
Minister of Maritime Affairs and Resources
from the president. “I have to admit, I was a
little hesitant to take the offer,” he says. “My
background is in economics and not maritime
affairs. What made me decide to take the offer
was what the president said. Humbly, he asked
me to think of the people and what we can do
together to improve our policies and better
the people’s living standards.”
The new minister wasted no time in
reforming policies and implementing ideas
within areas of his authority. Actively sharing
his plans with the media, arising questions
are concentrated on his efforts to improve
the traffic of Indonesia’s sea highways and
ships’ dwelling times, as well as air and land
transportation. Solid plans, which include the
construction of a medium-speed train from
Jakarta to Bandung and a high-speed train
from Jakarta to Surabaya, are in the execution
process. Yet Ramli challenges people to
think beyond the present and envision what
efficient transportation could mean for
Indonesia in the long run.
“Everything is connected. Better
transportation could mean better performance
in the tourism sector, which would lead to a
stronger economy,” he explains. The minister
energetically expounds his plans to transform
Indonesia’s tourism sector, which includes the
ambitious strategy to rebrand and revamp the
nation’s top tourist sites.
“We have great potential. Imagine
if Labuan Bajo could be the Monaco of
Southeast Asia, or if people go to Borobudur
not only for sightseeing, but for religious
pilgrimage,” muses Ramli. The minister delves
deep into comprehensive plans to promote
Indonesia’s unique strengths with plans
custom-tailored to suit each region. “No two
cities are alike and we require marketing plans
that effectively communicate the unique
strengths of each region. For example, Jakarta
is very strong in retail. With the huge number
of malls that we have, we need to make these
spots more accessible for tourists,” he says.
“A shuttle bus or train that takes visitors to
Candid and unabashed, Indonesia’s Coordinating Minister of
Maritime Affairs and Resources Mr Rizal Ramli talks to Olivia
Hidajat about the ‘domino effect’ that stems from a simple
solution and how a profound phone call from the president
compelled him to undertake his new position
Simple Solutions
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2. 80 indonesia tatler . november 2015
all the retail spaces, among other efforts to
improve transportation, will be a major point
of attraction for Jakarta’s tourism.”
Ramli boils down the hurdles that
Indonesia’s tourism is facing to a lack of
marketing. Looking to Italy as an example in
effective marketing, the minister likens the
advertising process to a slow seduction. “The
hard-sell approach is not an effective way to
promote our tourism. We need to approach
marketing in steps, like a seduction process.
“The first step slowly takes tourists through
the fascinating stories behind a historical site.
Only when we have gone through the first
step will the following stages will gain value.
A monument will only be an object without
the story behind it,” says Ramli. “It’s crucial to
“The first step slowly
takes tourists through the
fascinating stories behind a
historical site. Only when
we have gone through the
first step will the following
stages will gain value. A
monument will only be an
object without the story
behind it”
incite imagination in visitors and to let their
imagination enhance the experience of visiting
the site.”
The minister’s ambitious plans are coupled
with a pragmatic approach and simple
solutions to offset the obstacles currently
faced by Indonesia’s tourism. “I believe
these goals are conceivable only if we work
to improve the areas directly connected to
tourism. As it stands, the process of getting to
destinations such as Labuan Bajo and Flores
is very convoluted. Moreover, Yogyakarta
airport is not as efficient as it should be. If
transportation runs seamlessly, it will have a
tremendously positive impact on tourism,”
says Ramli.
Like an alchemist, the optimistic minister
possesses the aptitude of spinning a difficulty
into an opportunity. When asked about the
economic crisis currently faced by the nation,
Ramli explains, “It is very easy to sink into a
‘can’t-do’ negative mindset during these tough
times, but we must seize the opportunities
presented with this event. As our currency
drops, we can use this time to strengthen
our exports and work to reinforce our local
industries. If you look hard enough and try to
seek opportunities, you will find them even in
the direst of circumstances.”
As the interview comes to a close and
Ramli prepares for his next appointment,
the minister concludes the interview with
simple yet poignant words. “There is beauty
in thinking simply. The problems we are
currently facing could often be solved by
breaking them down to the simplest equation.
We start solving a big problem by finding the
simple solution first,” Ramli concludes as he
hurriedly prepares for his next engagement.
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