inp.polri.go.id - Jakarta. Tourism Minister Widiyanti Putri Wardhana stated that cultural richness plays a role in shaping Indonesia's positive image to the world.

"Culture has a significant influence as an instrument of soft diplomacy in promoting Indonesian tourism," said the Minister, as quoted by Antara, Wednesday (7/16/2025).

She stated that Indonesia is rich in culture, from art and traditions to culinary delights, which can be a major draw for tourists.

Through cultural diplomacy, such as arts performances abroad, cultural festivals, and the promotion of UNESCO's intangible heritage, Indonesia can build emotional bonds with other countries and attract quality tourists.

Cultural diplomacy also encourages the diversification of tourism destinations, extends tourist lengths of stay, increases tourism spending, and promotes inclusive and sustainable tourism.

Thus, culture is not merely a tourist attraction but also a key element in strengthening the competitiveness of Indonesia's tourism sector at the global level.

Widiyanti cited the viral video of the Pacu Jalur aura farming event on social media, which has drawn public attention to the Pacu Jalur Festival.

"This is an excellent window of opportunity to highlight Riau's tourism potential as a whole," said the Minister of Tourism.

She stated that the Ministry of Tourism is encouraging the use of this momentum through consistent storytelling, digitalized promotions, and active cross-sector collaboration to further enhance Riau's tourism recognition nationally and internationally.

Minister Widiyanti also believes that the Pacu Jalur aura farming event provides momentum to establish Pacu Jalur in Kuantan Singingi as a tourism icon in Riau, attracting high-quality tourists, especially those interested in traditional cultural and sporting events.

To this end, the Ministry of Tourism, through the Karisma Event Nusantara (KEN) program, Wonderful Indonesia, and Pesona Indonesia, has collaborated with the Pacu Jalur Festival organizers, relevant agencies, the Riau regional government, the media, and other tourism stakeholders.

The goal is to amplify the Pacu Jalur Festival's promotion through the creation of promotional content on social media and by tapping on comments on major accounts posting about aura farming, such as football club accounts (PSG, AC Milan, Juventus), the NFL, 9Gag, Adidas, and several content creator accounts.

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