Students studying Hospitality and Tourism Marketing at SBM ITB, conducted a field study in Bandung on Wednesday (February 18) to examine how the city’s historical assets are positioned within contemporary tourism marketing strategies. The city tour, using the Bandros (Bandung Tour on Bus), included a visit to the Asian-African Conference Museum at Gedung Merdeka. This activity is part of an experiential learning program designed to bridge classroom concepts with on-the-ground tourism practices.
During the tour, students analyzed how Bandung’s historical identity is transformed into a marketable urban tourism experience. The route passed several city icons, including Gedung Sate, Jalan Braga, and Alun-Alun Bandung.
The Director of the Bandung Heritage Society, Frances B. Affandy, also joined the session to explain how historical narratives are curated and packaged into tourism products.
“Bandung has an extraordinary wealth of history. The key is how we manage it as an identity and transform it into a valuable experience for visitors,” said Frances.
The main focus of this field study was the Museum of the Asian-African Conference, established on April 24, 1980, to preserve the legacy of the 1955 Asian-African Conference, held from April 18–24, 1955. The conference marked a significant milestone in the solidarity of Asian and African nations in their struggle for independence and strengthened international cooperation.
Students examined the preserved interior elements, original furniture, and dioramas depicting the atmosphere of the conference’s opening session. They also studied the transformation of the Merdeka Building from a colonial social building to a historic site for global diplomacy. The building was renovated and inaugurated by President Sukarno on April 7, 1955, ahead of the conference.
According to museum records, the conference contributed to a wave of independence movements in Africa, with at least 34 countries gaining sovereignty in the following years. One example presented during the visit was Senegal, where former Minister of Finance and former World Bank Managing Director Makhtar Diop stated that the Bandung Conference inspired his country’s spirit of independence.
The field study emphasized the importance of the Savoy Homann Hotel and the Preanger Hotel as accommodations for delegates. It also noted the close proximity of the Merdeka Building to the central post office, which served as an international telecommunications hub at that time. The activity concluded with an evaluation of Bandung’s positioning not only as a shopping and culinary destination, but also as a city with a global identity rooted in history. Through direct observation, students analyzed how cultural heritage can be managed as a sustainable and competitive tourism asset.
Written by Student Reporter (Alivia Hadijah, Management 2026)
