Feasibility Study on

Tourism
Development at Monas
Tower, Central Jakarta
September 2016

Name

Table of Contents

PAGE
I. Introduction

II. Literature Review

III. Moans Tower What To See Around

IV. Conclusion

16

V. Summary

18

VI. Recommendation

18

Executive Summary

In any part of the world, cities, and places are currently in competition in enticing
resources that have influence of high value investment. Final investments, manufacture
investments, talented people, students, national and international events, and tourist are
the resources that can be considered with high value include. It is often referred as scarce
resources. Cities and places that are more appealing to scarce resources will be fascinated
than those that are not. The effects of attractive cities are immense. Provided that the city
is successful in attracting scarce resources, the strength of infrastructure development,
housing program, public services, education facilities, and health services are also in
expanding. All of these are the results of increasing migration in the urban areas. A
suitable management of city is fundamental in order to attract valuable investment,
talented products, and visitors.
After the outbreak of World War II, Batavia fell into the hands of the invading
Japanese forces, who changed the name of the city to Jakarta as a gesture aimed at
winning the sympathy of the Indonesians. Japanese forces occupied the city from March
1942 to August 1945, during World War II. During this period the development of Jakarta
almost stopped.

Since Independence, the government buildings of the Republic of

Indonesia have been centralized around Independence Square or Monas Soekarno ruled
Jakarta from 1950 to 1965. He combined two ideas, the western (Dutch) and eastern
(Javanese) in his idea of Independence Square. By placing the center of government in
the former Koningsplein, which was built by Daendels (the Dutch Governor-General),
and locating the monument in the center of this square, Soekarno had adapted western

ideas. Then, by choosing this square as an alun-alun surrounded by the palace and
masjid, he absorbed the Javanese tradition. With both these ideas, Soekarno achieved the
same aim, to set this place as a center of authority of Indonesian government. Thus, as
well as establishing a modern image for the city, he also kept the Javanese tradition. In
1950, Soekarno renamed Koningsplein Lapangan Merdeka. He dreamed of building a
monument like the Eiffel Tower in Paris in the centre of the square. Soekarno attempted
to bring together modernity and tradition in developing Jakarta (Kusno 2000, p. 50).

The National Monument, or "Monas" as it is popularly called, is one of the

monuments built during the Sukarno era of fierce nationalism. The top of the National
Monument (Monas) is Freedom Square. It stands for the people's determination to
achieve freedom and the crowning of their efforts in the Proclamation of Independence in
August 1945. The 137-meter tall marble obelisk is topped with a flame coated with 35 kg
of gold. The base houses a historical museum and a hall for meditations. The monument
is open to the public and upon request the lift can carry visitors to the top, which offers a
bird's eye view on the city and the sea.

Tourism is increasingly becoming a strategic industry that is important in

supporting national development. Specifically in Central Jakarta, Indonesia, it is a vital
factor of the Indonesian economy as well as an important source of its foreign
exchange revenues. The immense country of extensive archipelago has much to offer,
from natural beauty, historical heritage to cultural diversity. In as much of tourism

development in Central Jakarta, marketing has important role in successfully promoting

and introducing the city into the tourism market.

This study aims to provide strategies regarding tourism development:

1. To improve the awareness of the National Monument (Monas) to the target
market.
2. To promote prosperity among the residents with Central Jakarta.

As part of tourism development, marketing has important role in successfully

promoting and introducing the city into the tourism market. By improving or building
the awareness of this tourist spot, this strategy will provide more tourists for Central
Jakarta. Furthermore, it will also help to develop communication and influence
decision-making. Marketing can also be effective for overcoming the negative
reputation about the particular city such as a city that has been in prolong conflict,
natural disaster, criminal problem, etc. In the case of this city, there was Jakarta
bombing last January 2016. Given this scenario, marketing is applied to rebuild the
image and reputation through city re-branding program. City branding which is able to
represent the soul of the city can be a powerful tool to create the pride and commitment
of the residents as well as the visitors. The final objective of the entire marketing city is
basically the success of the residents at most.

Specific actions that are required to address the current gaps and shortfalls in the
following areas:

Marketing and promotion

Experiences that appeals to a range of markets
Accommodation options
Food and beverage services
Interpretation and signage

Other recommendations are:

Establish Monas Towers position as a must to do destination for target markets

through an integrated marketing strategy that would promote Central Jakarta.

Create iconic experiences that deliver on the brand and appeal to the target

market.
Create flexible accommodation that caters for on-the-budget tour package.
Establish food and beverages services that enhance its traditional cuisine of the

locals to the target market.

Upgrade service infrastructure including utility services, information centers,
public amenities, and interpretation & signage.