Mustika Ratu at ITIF 2024

ITIF 2024, MRAT Encourages Sustainable, Healthy and Culture-based Tourism Investment

Jakarta – PT Mustika Ratu Tbk (MRAT) invites investors to jointly develop a sustainable, healthy and culture-based tourism industry sector.

This was conveyed by the director of PT Mustika Ratu Tbk (MRAT), Kusuma Ida Anjani when she was a speaker at the International Tourism Investment Forum (ITIF) 2024, at the National Strategic Project area, Pantai Indah Kapuk (PIK), North Jakarta, Wednesday, June 5, 2024.

Kusuma Ida Anjani conveyed the importance of ITIF as a forum for investors to increase awareness of the tourism sector to become a more sustainable and responsible industry.

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“As an industry in the field of holistic business, including beauty, health and wellness, MRAT has an important role in realizing this vision by presenting services and products that support the revival of healthy, culture-based sustainable tourism, ” said Kusuma Anjani.

“The global wellness economy has reached a value of US$ 5.6 trillion, an increase of approximately 14% from 2019, demonstrating significant growth and faster recovery after the pandemic.

Indonesia as a country rich in culture and herbal plants, has great potential in the wellness sector.

With the 4th largest population in the world, Indonesia has great potential in optimizing health and cultural tourism.

To enhance this potential, Mustika Ratu in collaboration with Sheraton Jogjakarta Hotel located near Prambanan, provides a spa wellness center that offers spa treatments and meditation rooms to provide an unforgettable experience to customers in getting the real definition of health.

Health and wellness are interconnected with each other, so we see that health is a goal while wellness is a journey to achieve optimal health so the combination of both is an interesting treat but also has a sustainability impact in the future,” she said.

The Forum held by the Ministry of Tourism and Creative Economy (Kemenparekraf) together with the United Nations Tourism from 5-6 June 2024 was attended by important figures, as well as leading stakeholders from within and outside the country who are expected to encourage synergies between sectors and countries in advancing the Indonesian tourism industry towards sustainable growth.

With the theme” Elevating Tourism Investment for Sustainable Growth, “ITIF 2024 directs the focus on sustainable tourism, considering the principles of planet, people, and prosperity which have always been a reference in the development of parekraf.

Minister of Tourism and Creative Economy, Sandiaga Uno said “this forum aims to attract investments that are not only economically beneficial, but also have a positive impact on the environment and society,” she said.

As a manufacturer of beauty products, herbal medicine, and health that has been in business since 1975, Mustika Ratu has proven its commitment in utilizing Indonesian plants that are valuable for health and beauty with high ancestral cultural value, not only for the people of Indonesia but also foreigners.

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Spa treatments can be one example of a relevant tourist activity because it has elements of health and cultural heritage.

One example is Taman Sari Royal Heritage Spa (TSRH), as a healthy tourist destination that offers spa treatments with Javanese massage techniques and using products made from Indonesian herbs.

“We have a cultural spa based on herbal medicine or Java-based, which in addition to attracting cultural preservation, we also promote cultural products but also natural products and herbal medicine and it turns out there is a significant increase this year,” he said.

Ready to Drink (RTD) Mustika Ratu Health herbal supplement and beverage products also provide significant benefits to the community, especially to support healthy and safe tourism.

The advantage of this product lies in its ease of use, allowing travelers to take it with them everywhere on the go, taking care of their health during vacation or travel.

As well as the need for health and hygiene products for tourists, Mustika Ratu presents premium amenities products under the brand “Anargya,” which is a trusted choice in the entire network of Marriot International Indonesia, carrying the concept of Indonesian natural ingredients that are safe, comfortable, hygienic, and luxurious.

MRAT has proven itself as a leader in the industry. Their contribution to the ITIF 2024 event confirms the important role of Mustika Ratu in promoting sustainable tourism that can be received both from within the country and abroad.

To date, MRAT has successfully exported its products to 43 countries. This achievement shows that Indonesian beauty, healthy and wellness products have high competitiveness in the global market and are able to compete with other international products.***

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