Meet Anjang, the founder of Bromo Eco Tourism on a mission to showcase the breathtaking beauty of East Java while uplifting local communities. Founded with the vision of promoting authentic cultural experiences and sustainable travel, Bromo Eco Tourism connects foreign travellers to natural wonders like Mount Bromo, Ijen Crater, and Tumpak Sewu Waterfall.
Anjang strives to provide excellent customer service and to provide more opportunities for the local people. Behind Bromo Eco Tourism‘s growth lies a commitment to accurate information, exceptional service, and community empowerment, making it a trusted name in Indonesia’s eco-tourism landscape.
What inspired you to start Bromo Eco Tourism, and how did your journey as a local tour operator begin?
My inspiration to start focusing on tourism, especially Bromo Eco Tourism, came from several key motivations. I want to introduce the natural beauty of East Java Province—especially Bromo, Ijen, Tumpak Sewu Waterfall, Sukamade and others—to foreign tourists.
At the same time, I want people to know more about our local culture and local wisdom. Providing job opportunities for local people who have potential in the tourism sector, so that it can positively impact the local economy is also one of the key reasons.
Lastly, we aim to provide accurate and credible information to foreign tourists about tourist destinations and Indonesian culture.
How do you balance tourism with environmental sustainability in East Java’s popular destinations like Mount Bromo and Ijen Crater?
Mount Bromo and Ijen Crater are inseparable tourist destinations because they are must-visit routes for foreign tourists. Although both are volcanoes, they have different attractions that make them appealing and popular.
Managing these sites involves protecting the environment, limiting visitor impact, and promoting responsible tourism practices to preserve their natural beauty for future generations.
Many travellers today seek authentic experiences—how does your tour promote local culture and support the local community?
Empowerment in tourism begins with understanding local culture, traditions, and the wealth of knowledge that indigenous people possess. These communities often have a deep connection to the land, a passion for storytelling, and traditional skills that can enhance the tourist experience.
Unfortunately, many local populations have been marginalised in mainstream tourism developments, leading to a disconnect between them and the economic benefits arising from this booming industry. One effective approach to rectify this situation is to actively involve local citizens in the design and execution of tourism activities and programmes.
By integrating their insights and experiences, tourism can evolve into a platform that showcases authenticity rather than merely commodifying culture. For instance, local artisans can lead workshops where visitors learn traditional crafts, such as pottery or painting.
Such programmes not only help preserve these ancient skills but also offer tourists a chance to engage deeply with the local culture.
A fundamental quality of a successful entrepreneur in the tourism industry is to have passion for travel and a genuine interest in interacting with people. This enthusiasm fuels motivation and creativity.
What were some of the biggest challenges you faced while building Bromo Eco Tourism into a trusted name among travellers?
One of the biggest challenges is the high level of competition in the tourism sector. To stand out, we developed a strategy to always provide accurate information, respond promptly to enquiries, offer excellent service, and make every process as convenient as possible for our customers.
Can you share a few interesting places to visit in East Java?
Mount Bromo is an active volcano in East Java’s Tengger Mountains. Visitors can hike for 45 minutes or join a jeep tour that brings you to the Mount Penanjakan viewpoint.
The ljen Crater is famous for its blue flames, acidic turquoise crater lake, and intense sulfur mining.
The Tumpak Sewu Waterfall is also a must-see. Tumpak Sewu, meaning “a thousand waterfalls,” lies between Lumajang and Malang Regencies. It’s a popular but physically demanding destination, with access to the canyon taking up to an hour.
I would also recommend the Sukamade Beach. Turtles nest here almost nightly, protected year-round by rangers. Eggs are collected and hatched in a nearby hatchery before the young are released into the sea. Watching turtles lay eggs under the moonlight can be an unforgettable experience for you.
What do you think makes a good entrepreneur?
In today’s competitive environment, the tourism industry has become one of the most lucrative sectors, attracting innovative entrepreneurs eager to carve their own path.
A fundamental quality of a successful entrepreneur in the tourism industry is to have passion for travel and a genuine interest in interacting with people. This enthusiasm fuels motivation and creativity. Entrepreneurs should immerse themselves in various cultures, experiences, and destinations to truly understand what travellers desire.
Engaging with tourists and receiving first-hand feedback helps refine offerings and enhance customer satisfaction. While passion is crucial, strong business acumen often differentiates successful entrepreneurs from those who struggle. Entrepreneurs must understand financial management, marketing strategies, and operational logistics.
The tourism industry is notoriously unpredictable, influenced by fluctuations in economic conditions, global events, and natural disasters. A successful entrepreneur must be adaptable, ready to pivot services or alter business models in response to shifting demands.
What’s your vision for Bromo Eco Tourism in the next five years, especially in terms of eco-tourism education and expansion?
Our vision and mission for the next five years is to maintain the quality of service to our customers that we have built up so far, and to provide more opportunities for local people so that they can contribute to and benefit from the growth of the local economy.
Connect with Anjang: Bromo Eco Tourism, Facebook and Instagram.
