Jakarta, Indonesia – Indonesia’s tourism industry is undergoing a significant shift towards environmental sustainability and community welfare. As part of a national initiative to boost tourism and attract investment, the Indonesian government has designated ten priority tourist destinations, including Lake Toba, Borobudur Temple, Mandalika, Labuan Bajo, the Thousand Islands, Tanjung Kelayang, Bromo, Wakatobi, Morotai Island, and Tanjung Lesung. In support of this effort, AQUA and Wonderful Indonesia, under the Ministry of Tourism and Creative Economy, have launched the “100% Murni, 100% Petualangan Indonesia” (“100% Pure, 100% Indonesian Adventure”) campaign to promote these destinations and encourage eco-conscious travel.
Sandiaga Salahuddin Uno, the Minister of Tourism and Creative Economy, emphasized the campaign’s alignment with Indonesia’s commitment to green and regenerative tourism. “Waste management is a challenge in our tourism sector, but through this campaign and our collaboration with AQUA and Pandawara Group, we aim to tackle this issue and enhance green tourism. The campaign aligns with the spirit of Wonderful Indonesia in maintaining the cleanliness of our beautiful destinations. I hope this movement continues and inspires more people to take action, just as Pandawara has,” stated Sandiaga.
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Running from June 1 to September 30, 2024, the campaign, supported by Tiket.com, allows Indonesian consumers to participate by purchasing any AQUA product, scanning the QR code, and uploading their receipt. Each purchase counts as at least one raffle ticket, with monthly prizes including free trips for winners and their friends to four priority destinations: Labuan Bajo, Wakatobi, Lake Toba, and Mandalika. Additional prizes include hotel vouchers worth IDR 500,000 for the top 50 spenders each month.
Promoting Quality and Sustainability
AQUA aims to educate and raise public awareness, especially among youths, about choosing high-quality, environmentally-friendly mineral water. The company sources its water from 19 protected mountains in Indonesia, ensuring it meets over 600 quality parameters. The natural filtration process through rock layers, untouched by humans, ensures AQUA provides quality drinking water with essential minerals. “AQUA is committed to providing quality drinking water for Indonesians while ensuring the sustainability of our water sources,” said Vera Galuh Sugijanto, VP General Secretary of Danone Indonesia. “Water quality is directly linked to its source and the surrounding environment. Through this campaign, we aim to raise public awareness, particularly among youths, and invite them to work together to preserve Indonesia’s natural environment.”
AQUA’s Longstanding Commitment to Sustainability
For 51 years, AQUA has been dedicated to sustainable and responsible operations in Indonesia. Their initiatives include planting over 2.5 million trees in conservation areas, constructing infiltration wells, installing biopores and rainwater collectors, and developing biodiversity parks. AQUA’s #BijakBerplastik commitment supports a circular economy, with initiatives like establishing recycling business units and collection centers. In priority tourist destinations, AQUA has developed facilities for waste processing, including collection centers and waste banks. Through these efforts, AQUA collects over 22,000 tons of plastic waste annually, which is then recycled into new bottle packaging materials.
Collaborating with Pandawara Group, AQUA is conducting waste cleaning activities in four priority tourist destinations. M Rafly Pasha Putra Pratama from Pandawara Group remarked, “Achieving cleanliness and environmental sustainability requires cross-sector collaboration. We are excited to partner with AQUA, which has a strong track record in plastic waste management and various initiatives to preserve Indonesia’s natural environment.”
Public figure Najwa Shihab added, “Traveling offers more than just entertainment or healing, it is an opportunity to deepen understanding, broaden perspectives, and combat narrow-mindedness. However, if tourism is not managed sustainably and travelers are careless about the environment, what we gain is only destruction: pollution, erosion, and the loss of natural habitats. This is a global issue that can affect our future. The “100% Murni, 100% Petualangan Indonesia” campaign is crucial to finding the balance between enjoying destinations as tourists and preserving them as our planet’s inhabitants.”
Through responsible travel and strong cooperation between the tourism sector, industry, and the community, the “100% Murni, 100% Petualangan Indonesia” campaign aims to keep Indonesia’s tourist destinations clean and sustainable for future generations.
About AQUA
Founded in 1973 by Tirto Utomo, AQUA is a pioneer of drinking water in Indonesia. As a native Indonesian brand, AQUA strives to spread goodness to the community by providing healthy hydration and maintaining environmental sustainability. As of 2024, AQUA employs over 12,000 Indonesian workers and has 20 factories across Indonesia. AQUA is the first FMCG company in Indonesia to be certified BCorp, the highest standard for social and environmental performance, transparency, and accountability. AQUA’s sustainability report can be accessed at www.aqua.co.id.
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