Tanjungpinang Rebrands as a Cultural and Heritage Destination

TheIndonesia.co - The Tanjungpinang City Government in the Riau Islands Province (Kepri), Indonesia, is intensifying its digital marketing and rebranding strategies to attract more tourists to the region. With its rich historical and cultural heritage, Tanjungpinang is positioning itself as a unique and authentic travel destination in Southeast Asia.

According to Antara News Agency, Nazri, Head of the Tanjungpinang Department of Culture and Tourism (Disbudpar), the city’s greatest strength lies in its historical and cultural wealth—assets that few other regions can offer. “We have many fascinating and authentic historical stories. These are not just tales but living heritage that can become the backbone of Tanjungpinang’s tourism,” Nazri said on Tuesday.

To capitalize on this potential, the local government is focusing on two key strategies: strengthening digital marketing and implementing a tourism rebranding campaign. A major part of this involves collaborating with content creators and influencers to highlight the unique cultural blend of Malay and Chinese heritage that defines Tanjungpinang.

One compelling example is the love story and marriage of Kapitan Tik Sing—a historical narrative that reflects the cultural fusion between the two communities. This story, which has been staged in performances, is not a modern invention but an enduring part of Tanjungpinang’s living history.

“This is proof that Tanjungpinang’s cultural roots are deep and powerful,” said Zulhidayat, a tourism official. “These stories are not only meaningful—they offer tremendous potential for rebranding and digital storytelling.”

Nazri is optimistic that synergy between the local government and the tourism industry will help revive the economy of Tanjungpinang through increased visitor numbers. Even with economic slowdowns affecting other sectors, tourism continues to be a promising growth engine.

“Tourism investments are relatively low-cost but can deliver major impacts. This is an opportunity we must maximize,” he explained.

On a broader scale, Riau Islands Province (Kepri) has been pushing for greater regional accessibility and international interest. Guntur Sakti, Head of the Kepri Provincial Tourism Office, highlighted the newly granted visa-free facility for Permanent Residents (PR) of Singapore and a 7-day short visa scheme that makes visiting Tanjungpinang even easier.

Moreover, under Presidential Decree No. 1 of 2024, Tanjungpinang has been officially designated as a cultural and heritage tourism destination, emphasizing the harmony between Malay and Chinese traditions. “This is a golden opportunity to reposition Tanjungpinang as a top-tier cultural destination,” Guntur stated.

How to Get to Tanjungpinang: Accessible Without Jakarta

Tanjungpinang’s location in the Riau Islands makes it very accessible, especially from Batam and Singapore, eliminating the need to transit through Jakarta.

From Batam:

By Ferry: The most convenient route is a fast ferry from Telaga Punggur Ferry Terminal in Batam to Sri Bintan Pura Ferry Terminal in Tanjungpinang. The journey takes about 1.5 to 2 hours and ferries run frequently throughout the day.

From Singapore:

By Ferry: Take a ferry from Tanah Merah Ferry Terminal in Singapore directly to Tanjungpinang. The trip takes about 1 hour and 45 minutes. The ferry offers comfortable seating, air conditioning, and immigration processing at both ends, making the journey smooth and efficient.

These direct connections position Tanjungpinang as a perfect weekend escape or cultural retreat for travelers from Singapore and neighboring regions. With relaxed visa requirements and increasing promotional efforts, it’s becoming one of the most accessible and enriching cultural destinations in Indonesia.

Whether you’re fascinated by stories of ancient intermarriages, eager to explore historical Chinese-Malay architecture, or simply want to enjoy the hospitality of a lesser-known Indonesian gem, Tanjungpinang welcomes you with open arms and timeless charm.