Senator Irman Gusman Launches 'Surf & Soul' Branding, Mentawai Ready to Become the Epicenter of Tourism in Western Indonesia

08 May 2026 oleh admin

dpd.go.id - Indonesian Senator from West Sumatra, Irman Gusman, positively welcomed the launch of the Mentawai city branding, "Surf & Soul," during the Jakarta Marketing Week 2026 series at the Grand Atrium, Kota Kasablanka, Jakarta, on Thursday (May 7, 2026).

According to him, Mentawai possesses great potential to become a unique and distinct Indonesian tourism icon compared to other destinations in the world.

Irman assessed that strengthening branding is essential so that Mentawai is recognized not only for its waves but also for its cultural values and the authenticity of its people.

“Mentawai has a very strong identity. Therefore, tourism development must remain rooted in the culture and local wisdom of the Mentawai people,” he stated.

The launch of this branding is a strategic step to strengthen Mentawai’s positioning as a world-class destination that offers not only surfing but also an authentic and character-driven cultural experience.

The event initiated by Markplus under the command of its Founder and Chairman, the Indonesian marketing guru Mr. Hermawan Kartajaya received an extraordinary response. It was attended directly by the Regent of the Mentawai Islands, Rinto Wardana, along with the Vice Regent, the Chairman of Apkasi (Association of Indonesian District Governments), Bursah Zarnubi, the Governor of West Sumatra represented by the Head of the West Sumatra Tourism Office and regional government officials, tourism industry players, and various national figures.

In his presentation, Hermawan Kartajaya revealed that the birth of the "Surf & Soul" branding originated from discussions with Senator Irman Gusman regarding the importance of Mentawai having a strong global identity that is distinct from other destinations.

“Mr. Irman asked me to create a strong brand for Mentawai. We then conducted research: what should the Mentawai branding be? The result was 'Surf & Soul.' I positioned Mentawai as beyond tourism,” said Hermawan.

According to the Indonesian Marketing Guru, the "Surf & Soul" concept was born from The Progression of Economic Value approach, which is the economic transformation from commodities, services, and experiences to the strengthening of cultural values and identity.

Furthermore, Hermawan stated that Mentawai is considered to have moved beyond conventional tourism. While the regional economy initially relied on agriculture and fisheries before developing into tourism services and hospitality, Mentawai is now being directed toward the level of beyond tourism through staged experiences and the strengthening of cultural identity.

At the experience stage, Mentawai offers the power of "Surf", world-class waves referred to as the "Mecca of surfers," where the world's best waves meet the adventurous spirit.

Meanwhile, at the next stage, Mentawai presents "Soul" through the cultural richness of its indigenous people, particularly the Sikerei philosophy, which symbolizes harmony between humans, nature, and life.

Hermawan highlighted the existence of the Sikerei as the primary symbol of Mentawai's "soul." In Mentawai culture, the Sikerei are known as traditional healers who concoct medicines from natural plants without chemicals, as well as customary figures who hold important positions in community life.

“The Sikerei is the soul of Mentawai,” Hermawan remarked.

Additionally, other cultural elements were highlighted in the city branding, such as the "Titi Takep" tattoo motif of the Sikerei, which symbolizes harmony between humans, nature, and the universe; the "Jaraik" symbol representing the traces of human connection with origins and nature; and the "Silogui" or arrow, representing precision in direction and life's purpose. “Tourists coming to Mentawai are not just looking for waves; they are also seeking the cultural experience and the authenticity of the preserved lives of indigenous communities,” he said.

Hermawan even positioned Mentawai as one of the nation's leading tourism growth centers in western Indonesia. “Mentawai is the epicenter of tourism in western Indonesia,” he asserted.

The Regent of the Mentawai Islands, Rinto Wardana, also expressed the local government's commitment to maintaining a balance between tourism development and cultural preservation so that Mentawai's authenticity remains intact amidst increasing global attention.

Through the "Surf & Soul" city branding, Mentawai is expected to become a global tourism icon that merges natural excellence with local cultural wealth.