West Sumatra Seeks to Boost Tourist Arrivals Through Industry Partnerships

PADANG - The West Sumatra provincial government is seeking to increase tourist arrivals by strengthening cooperation among travel and tourism industry players. The initiative was highlighted at the AITTA Travel Mart West Sumatra 2026, which brought together sellers and buyers of tour packages at Hotel Truntum in Padang on Tuesday (Oct. 27, 2026).

West Sumatra Governor Mahyeldi Ansharullah said collaboration among industry stakeholders was essential to expanding the marketing of tourist destinations and increasing tourism’s contribution to the local economy.

“Tourism is one of West Sumatra’s leading sectors, with significant potential to drive economic growth. We therefore need to strengthen promotion and collaboration so that more visitors are attracted to our destinations and the benefits are felt directly by local communities,” Mahyeldi said.

He said an increase in tourist arrivals could stimulate a range of businesses, including transportation, accommodation, food services and micro, small and medium-sized enterprises (MSMEs). It could also expand markets for locally made products and increase incomes for communities around tourist destinations.

West Sumatra offers a wide range of attractions, from natural landscapes and culinary traditions to cultural heritage and marine tourism. The Mentawai Islands, for example, attract international visitors, including Australians, while Malaysia remains an important source market for foreign tourists visiting the province.

“Our cultural diversity and natural wealth are major assets for tourism development. These strengths need to be packaged into attractive tourism products, supported by targeted promotion and quality services, so that visitors are encouraged to come to West Sumatra and return,” Mahyeldi said.

To further strengthen the province’s tourism appeal, the government is planning several tourism initiatives for 2027. These include reviving the Tour de Singkarak cycling event, preparing activities related to the Indian Ocean Rim Association (IORA), and supporting tourism events at both provincial and district and municipal levels.

The government hopes to launch its tourism calendar by the end of 2026, giving travel industry players a reference for developing and marketing tour packages well in advance.

Mahyeldi said he expected AITTA Travel Mart 2026 to generate concrete business partnerships between tour package sellers and buyers while expanding the reach of West Sumatra’s destinations in domestic and international markets.

“We encourage buyers to offer more tour packages to West Sumatra and sellers to continue improving their products and services. Support from local governments in upgrading facilities and ensuring visitor comfort is also crucial to making our tourism sector more competitive,” he said.

AITTA chairman Johari Somad said tourism had a multiplier effect on the economy, generating activity across transportation, hospitality, food services and MSMEs, as well as supporting farmers who supply accommodation businesses.

He expressed hope that the event would strengthen partnerships across the industry and help increase tourist arrivals in West Sumatra.

Meanwhile, Risben Antoni, chairman of the organizing committee for AITTA Travel Mart West Sumatra 2026, praised the support provided by the provincial government, Bank Nagari, accommodation partners, culinary businesses, tourism communities, and participating tour package sellers and buyers.

He reaffirmed AITTA’s readiness to serve as a strategic partner to the government in promoting West Sumatra tour packages, strengthening tourism connectivity across ASEAN, and supporting tourism-driven economic growth from rural communities to urban centers.