Muhammad Roem: Keeping the Makassar-Australia Connection Strong Through Tourism and Culture
Dr Muhammad Roem is a leader who believes that the greatest strength of a city lies not in its magnificent buildings, but in the power of collaboration between the government, industry, the community and its history. Through innovation and networking, he continues to build bridges that connect Makassar to the world.
After years of service as a civil servant, Roem was appointed Head of the Makassar City Tourism Office from 2021 to 2025. He is currently Head of the Makassar City Communication and Information Office.
Through an approach he calls ‘reinventing government’ - which is effectively streamlining and modernising the bureaucracy - Roem has successfully dismantled the barriers between regulators and industry players. Under his leadership, the government no longer acts as a sole decision-maker, but as a facilitator working hand-in-hand with industry.
At the Australian Alumni Gala Dinner 2026 in Makassar, Roem was named the Australian Alumni Awards – South Sulawesi winner for the Emerging Leader Award, presented by the Australian Consulate-General in Makassar on 24 January 2026.
Shifting from Bureaucrat to Collaborative Leader
This journey toward an inclusive leadership style developed when Roem participated in an Australia Awards Short Course on Sustainable Tourism for Regional Growth at Griffith University in 2017. He joined the Short Course with a vision to open channels between the tourism sectors of Makassar and Australia, and a desire to study how the country managed its world-class tourism infrastructure.
‘First, I saw an opportunity to learn how the tourism sector was developed in Australia, which could then be applied in Makassar. In addition, I could also build a network with people in Australia who were also close to Makassar and enjoyed travelling there,’ Roem said.
The most valuable lesson he brought home was the necessity of deep industry involvement, from the policy's initial planning stages to its implementation and eventual evaluation. He observed how it worked in Australia, where governments and industry shaped policies that were both practical and impactful.
One of the innovations Roem implemented upon his return was integrating hotels and travel agencies into the strategic planning for tourism promotion. Instead of the government determining target markets alone, Roem invited industry experts to dissect and compare data to identify which cities would be the most effective locations for sales missions.
This collaborative approach ensured that the regional budget (APBD) was spent on objectives agreed upon by all stakeholders.
These targets included Jakarta for the MICE (Meeting, Incentive, Convention and Exhibition) sector, which accounts for 64% of hotel room occupancy in Makassar. Furthermore, Bali was targeted as a major gateway for international tourists to strengthen Makassar's position as the primary hub for Eastern Indonesia.
His experience in Australia opened his eyes to how effective policy should be born.
‘The government must help industry so that it can develop and create as many jobs as possible,’ Roem said. ‘Creating jobs means that poverty and unemployment rates can be reduced and economic growth can increase.’
Facing Crisis and Building Community-Based Tourism
Roem’s leadership was truly tested when the COVID-19 pandemic began. With tourism halted, he had to think creatively to keep the economy breathing. It was during this time that he applied the concept of Community-Based Tourism, which he learned about in Australia. He realised that Makassar possessed extraordinary natural assets, but they required sustainable management in the hands of the local people.
‘The potential is 'given,' like the coastline. But how the community maintains cleanliness, safety and comfort, that is what's important. We educate them through Pokdarwis (Tourism Awareness Groups),’ he said.
One of his proudest achievements was the success of the Lakkang Tourism Village, which managed to break into the ranks of the 75 Best Tourism Villages named by the Indonesian Tourism Village Association. It was an example where healthy tourism had provided direct benefits to residents, even in a time of crisis, he said.
During the pandemic, he also promoted the trend of ‘wellness tourism’. He encouraged citizens to use the city’s long coastline to remain active outdoors in a safe manner. For him, the pandemic was not an excuse to stop, but a reason to innovate. He pushed the industry to prepare so that when the doors reopened, Makassar would be ready for tourists, better than ever.
Celebrating a Proud History of Friendship
Besides his love for transforming bureaucracy, Roem is also someone who deeply respects history. He is particularly interested in the strong emotional and historical bond between Makassar sailors and the Yolngu people of Northern Australia, which has endured for hundreds of years.
‘The people of Makassar and the Yolngu people have been friends for more than three centuries. There are even words in the Yolngu language that originate from the Makassar language and have the same meaning,’ Roem explained. ‘This historical diplomacy serves as a foundation for our modern economic and social cooperation.’
Roem sees art and culture as a universal language that facilitates coordination between countries. He remembered how the late Yolngu musician Dr G Yunupingu played at the Makassar Jazz Festival in 2014, strengthening emotional ties between the citizens of both countries.
In 2023, he participated in a celebration of this 300-year friendship in Sydney to showcase the artistic and cultural synergy that has emerged over the centuries. For Roem, the presence of the Australian Consulate-General in Makassar is clear evidence of the importance of Makassar's position to Australia, both historically and economically.
Networking and the Future of Digital Transformation
Today, in his new role at Kominfo, Roem continues to use the Australia Awards alumni network to support digitalisation programs in Makassar.
‘Because we already have the same background, we already have trust, so if there is a problem or a need for data, I just call fellow alumni and everything becomes faster,’ Roem said.
The city has also received funding from the ASEAN Australia Smart Cities Trust Fund for digital transformation, offering another opportunity for future collaboration.
For those who wish to follow in his footsteps and study in Australia, Roem shared some advice: the key is to contribute to your community.
‘Do many things in your environment, because what is desired from this program is our usefulness after we return,’ he said. ‘We must do research first, what is actually needed in our environment before we leave? It’s not just about personal growth, but the environment must also receive the benefits.’
