Indonesian Goverment Policy to Host The U17 World Cup to Boost Tourism

The International Football Federation, or FIFA, board meeting on Friday, June 26, 2023, formally named Indonesia as the host nation for the U-17 World Cup. With the U-20 World Cup not to be hosted beyond early 2023, this decision is undoubtedly good news for Indonesian football.

Joko Widodo (Jokowi), the President of the Republic of Indonesia, took a significant step forward for the country's government when he issued Presidential Instruction Number 4 of 2023 regarding support for the organizing of the 2023 FIFA U-17 World Cup, or the Federation Internationale de Football Association Under-17 World Cup.

These instructions are addressed to various related parties, to coordinate planning, preparation, and support for the 2023 FIFA U-17 World Cup and report the achievements of preparations for support for implementation to the President at least twice a month, or whenever necessary. 

Aside from the policy as a measure of readiness, the government also distributed funds to organize the FIFA U-17 World Cup in 2023. The Ministry of Youth and Sports of the Republic of Indonesia distributed IDR 399.5 billion in government aid to host the 2023 U-17 World Cup. These government funds will be used to fund the national training camp for the Indonesian U-17 national team as well as the 2023 U-17 World Cup.

A further IDR 265.7 billion has been set aside by the Ministry of PUPR from the current budget for the renovation of World Cup-related infrastructure. From November 10, 2023, to December 2, 2023, 24 teams, including Indonesia, will compete in the U-17 World Cup in Indonesia. Additionally, four cities with FIFA-standard stadium capacity have been named as organizers. The four stadiums are located in Jakarta (Jakarta International Stadium, or JIS); Bandung, West Java; Solo, Central Java; and Surabaya, East Java (Si Jalak Harupat Stadium, or Manahan Stadium).

The presence of this international standard event is certainly expected to have a large multiplier effect, especially on the tourism and creative economy sectors. Starting from the hotel, restaurant, aviation industry, and creative economy, MSME players take part and receive the benefits. with the hope of opening up wider business opportunities and employment opportunities.

With the FIFA U-17 World Cup taking place in November and December 2023, Indonesia is expected to receive an additional 150 thousand to 200 thousand foreign tourists, according to Minister of Tourism and Creative Economy Sandiaga Uno. He disclosed that there will be roughly fifty-two matches, and if we apply the calculation that states that twenty percent of the entire target audience, or twenty thousand people, can go, then approximately four thousand more tourists can attend.

The economic potential of tourism arising from this World Cup can be calculated from the expenditures of foreign football teams taking part in this event. The following are also fanatical supporters who come from abroad.

However, to increase the interest of foreign tourists who will visit Indonesia, especially to see the FIFA World Cup directly, a special strategy is needed that is carried out by all parties involved.

The first is to review the strategies implemented at international events that have been implemented, for example, the Mandalika MOTO GP. Then, based on this analysis, appropriate marketing tactics are prepared. The relevant stakeholders must also analyze the current situation of world tourism promotion. For example, by looking at similar events in the world and the characteristics of target tourists,

Developing a visual communication design that will be a weapon to get the best response from tourists comes next, and it is equally crucial. Naturally, this needs to be recorded in a contemporary environment where digital content is preferred. Another examination will focus on where this promotion will be implemented and the media approach that is selected.

Appropriate policies must also apply to this event. Mutually beneficial circumstances will be established during the marketing process, with a policy outlining who is responsible for what and backed by adequate funding. It is also homework in terms of infrastructure, as well, as well-maintained infrastructure will undoubtedly make a positive impression. For instance, ensuring the high quality of stadium infrastructure and equipment

The final stage is implementation, which is the actual communication action. Of course, efforts must always be made in implementing this promotion to continuously evaluate its performance by comparing plans with the results and impacts of promotional activities that have been carried out, because promotional programs may need to be changed or adjusted, for example, in terms of messages, methods, media, and so on.

This evaluation is very important to carry out so that we can find out whether the promotion being carried out is running effectively or not. Evaluation is also needed to formulate promotional programs at the next stage and to avoid mistakes that occur so that subsequent promotions can increase in terms of effectiveness.

From the current evaluation, it cannot be said that the U-17 World Cup in Indonesia will meet the target. There are still several matches that have not been held. However, several tourism stakeholders in the cities that were used as match venues felt that the results were not as expected. Although, of course, we also have to realize that the U17 World Cup will certainly not be as lively and exciting as the Senior World Cup.

The marketing campaigns will, at minimum, provide an impression of how this World Cup event will be presented to the international population. It is hoped that the news now in circulation will highlight Indonesia's tourist potential and its people's friendliness. Such that even though the consequences of the government's initiatives are not immediately apparent at the time of conducting the U-17 World Cup, they will be successful, particularly in the tourism industry.

Penulis: Dr. Bima Setya Nugraha, SH., M.Sc 

Director of the UAD Center for Tourism Law Studies 

Permanent Commission of DIY KADIN Creative Industries