The RI Ministry of Tourism was tasked with attracting 12 million foreign visitors and 260 million domestic tourists; one avenue to achieve the target was through the development of the individual tourist market. Through Sports tourism, which was a rising trend, the Ministry aimed to execute a cycling event as a mix of sports and tourist attracting promotion. The Tour de Jakarta was listed on the international sports calendar and was selected by the Ministry as the event that could be used for its goal. The ministry sought an agency that could help it design and execute the event to achieve its goal and selected Inke Maris & Associates for the job. Designing the international event for 30 July 2016 using Jakarta’s main thoroughfare of Jalan Jenderal Soedirman and Jalan MH Thamrin required many logistical endeavours and coordination police, traffic and city agencies.
Approaching the matter from a strategic point of view, first identifying stakeholders involved, IM&A served to coordinate with the UCI (Union Cycliste Internationale), Ikatan Sport Sepeda Indonesia (Local Cycling Association) as an extension of the Ministry to work together with the various stakeholders involved. Key to the Ministry’s goal IM&A develop a plan involving pre event activities to promote the event, executing of the event and media coverage activities to promote and sustain communications about the event.
Tour de Jakarta 2016 became the first international level cycling event in Jakarta with domestic and international racers. 19 Teams or 190 racers participated. Endorsed by the Minister of Tourism the event is now a regular warm-up event for the Tour de Singkarak. Minister of Tourism Arief Yahya said that the event was a positive activity that served to increase domestic and international visitors to Jakarta.