"Sharing The Energy of Asia From Asian Games 2018"

Indonesia has a great opportunity when the country was appointed as the host of Asian Games 2018, replacing Vietnam who pulled themselves out in 2014 due to the cost. Jakarta, the capital city of Indonesia, and Palembang in South Sumatera, are the cities chosen to hold this world's second-biggest multi-sports event. 

Since then, the Indonesian government, represented by the government of Jakarta and Palembang, has been trying its best to prepare international standard sports infrastructures and city service facilities. 

Moreover, Jakarta's government have been implementing several policies during the Asian Games 2018 event, such as the odd-even traffic regulation and the dismissal of 70 schools along traffic congestion. 

Nevertheless, those policies were struggling with controversies on both national conventional and social media in spite of Jakarta's victory at "We Love Cities 2018" event, surpassing Tokyo, Vancouver, and Kuala Lumpur.

The valuable chance for Jakarta to re-brand its image was almost discredited by minor news by some international media online regarding air pollution of Jakarta. Aljazeera from Qatar on August 16, 2018, wrote that air pollution welcomed the athletes of Asian Games 2018. Just three days before the opening ceremony on August 18, 2018, the air pollution index showed 154 micrograms of harmful particles per cubic meter. 

Channel News Asia from Singapore on August 17, 2018, highlighted that Jakarta's air quality index reading hovered around 107 which posed a danger for people sensitive to air pollution including those with respiratory problems. 

New Straits Times from Malaysia on August 21, 2018 published that environmental activists scaled a huge billboard in Jakarta to highlight toxic air pollution they said posing a danger to residents and athletes competing in the Asian Games. While The Sydney Morning Herald from Australia and Voice of America noted the critical "Band-Aid" solution for Sentiong River known as black and stinky river which weaves past the athlete's village in South Jakarta.

On the contrary, as stated by Joko Widodo, the President of Republic Indonesia, Indonesia must use the Asian Games and Asian Para Games to show to the world that Indonesian nation is a good host, a nation of excellence, and a nation of champions which upholds fair play. 

This event could be a promising medium for branding Indonesia as a nation and re-branding a new image of Jakarta as the Asian Games host, following the success stories of previous host cities of Asian Games such as Doha, Guangzhou and Incheon. Indonesian government aimed to invest this good reputation for Indonesian future tourism industry thus attracting foreign investors. 

Considering the result in 2017, based on Mastercard Asia Pacific Destination Index, Jakarta was not listed in Asia Pacific Top 20 Destinations by International Overnight Arrivals. This means Jakarta is still left behind from other Asian cities such as Bangkok, Singapore or Kuala Lumpur.

Frederic Dimanche in his article "The Role of Sport Events in Destination Marketing" (2003) wrote that sports events have long had a privileged position. Sports have been a fertile ground for bringing people together around an event. Participants, followers, spectators, business people all converge and contribute to make sports events some of the most sought after opportunities to showcase a destination.