When Happiness Isn’t About More

It hardly feels like it, but the COVID-19 pandemic left us about four years ago. Even so, traces of the greatest health crisis of the modern era are still with us today. The longing for working from home, for example, has resurfaced after the President of Indonesia, Prabowo Subianto, proposed returning to remote work as a way to reduce daily expenses amid rising fuel prices.

While some people can cut costs on transportation, meals, and even makeup thanks to this approach, others are struggling with lost income. This includes those in the tourism sector and anyone whose livelihood depends on it. This “nightmare” has once again begun to haunt tourism businesses in several regions, not only because of geopolitical tensions but also due to declining purchasing power. 

Still, a difficult economy doesn’t have to stop anyone from finding joy in travel. In our community, people try to “balance” their desire to travel with the reality of their finances. Some travel in groups to share costs, others create monetized content while traveling, and some simply explore hidden spots near their homes where they can relax and enjoy the surroundings for free. 

Illustration: Sumber Nyolo, Malang City. 

Not Just Ordinary Happiness

Despite being nicknamed the “Gold Coast” in the pre-independence era because of its vast gold reserves, gold is not the true source of happiness for people of Ghana who still hold their tradition dearly. This former British colony is home to around 37 million people, made up of about 100 ethnic groups and divided into nine linguistic and cultural clusters. Their indigenous beliefs are broadly grouped under African Traditional Religion, where the concept of Ubuntu—“I am because you are”—stands as a deeply rooted local philosophy.

For followers of African Traditional Religion, happiness is not a life goal but the result of maintaining harmony across four levels of human existence: the intrapersonal (self), the interpersonal (others), the transcendental (ancestors), and the universal (nature).

Maintaining harmony with others is relatively easy, as they are physically present. But what about ancestors? Remembering them is expressed through rituals such as pouring water, honey, milk, or wine onto the ground as a gesture of gratitude. This practice also trains individuals to let go—to willingly release something they might otherwise cling to.

As a result, happiness in this worldview takes the form of inner peace, free from anxiety regardless of circumstances. This peace can only be felt when a person understands that happiness is not always, and does not have to be, tied to pleasure or fleeting moments of enjoyment that come and go like the weather. It is a kind of calm that allows a community to feel content, even if they never travel the world.

This perspective helps explain why Ghana and the African continent remain rich in natural resources despite centuries of colonization. Their ancestors used resources only as needed, ensuring that future generations—representing the interpersonal dimension of human existence—could also benefit from them.

“Selling” Happiness in an Age of Turbulence

Tourism businesses do not need to panic if people are less interested in traveling far because they have found “happiness” in exploring nearby places. In fact, this shift can be an opportunity to innovate and develop new types of tourism—ones that position travelers not merely as consumers, but as active participants in meaningful experiences. People are looking for more than just spending money for entertainment.

We have all seen that pleasure is never permanent; it is always accompanied by moments of sadness. So what can tourism businesses do to ensure that a traveler’s enjoyment does not turn into regret—especially when they later realize how much they have spent?

Whatever the answer, one thing is clear: it is not easy to “sell” happiness in a turbulent era like this, where uncertainty can arise at any moment. It may be time for tourism businesses to align themselves with the four dimensions of human existence mentioned earlier. By doing so, they can remain resilient—even in the midst of storms or floods. (dswas)