The Cirata Floating Solar Power Plant (PLTS) in West Bandung stands as the largest of its kind in Indonesia and even in Southeast Asia. Surrounding the reservoir, visitors will find the Cirata Culinary Tourism Cluster, home to approximately 200 restaurants specializing in Nasi Liwet and seafood, lined up invitingly.
The area is a popular destination for tourists from different regions who enjoy the local cuisine and take boat tours around Cirata. Despite its popularity, there is significant untapped potential for further development and empowerment to attract more visitors.
To address this, students from SBM ITB, Class of 2024, enrolled in the “Emotional Branding” course, were taken on a field trip to the area on Wednesday, February 21. The course aims to inspire students to assist in the branding of Village-Owned Enterprises (BUMDes) by enhancing advertising efforts, packaging, service quality, etc., thereby having a social impact by contributing to the development of Cirata’s Culinary Tourism, making it more prominent and vibrant. This initiative is part of a collaboration between SBM ITB and the Nusantara Power Generation Unit of the National Electricity Company (PLN NP UP).
Melia Famiola, Chair of Environment, Social, and Governance (ESG) at SBM ITB, who has spent years researching the Citarum River, expressed her hope for students to significantly advance the BUMDes within this tourist area. Students are invited to observe and conduct interviews to gain deeper insight into this area.
Adverse weather conditions posed challenges for the exploration, with muddy roads and many restaurants closed due to the rain. However, the students remained undeterred and enthusiastic about their mission.
“If it rains, I usually head home. My home is up the hill. So, when it rains, they close,” shared Epon, a Buangan Cirata Culinary Tourism Cluster stall owner.
This field trip offered the students, accustomed to urban living, a fresh perspective. Even with limited time, they could immerse themselves in the local community and enjoy a brief escape with peers.
“I am thrilled to have had the opportunity to meet the residents of Cirata, who are incredibly passionate about transforming Cirata into a tourist destination,” said Vania Sarah, an SBM ITB Management Student from the Class of 2024. “There is so much to discover in Cirata, from culinary treasures like nasi liwet to attractions such as boat rides. This experience has been truly memorable for me.”