Gojek promotes local destinations and culinary exploration through 'Jalan Jajan'

Gojek is encouraging the exploration of local destinations and cuisine, particularly during the school holiday period, through its ‘Jalan Jajan’ programme. Gojek Head of Marketing Marsela Renata said the initiative responds to a trend among Indonesians who are increasingly keen on taking ‘tipis-tipis’ (short-distance or brief) trips, especially during long weekends, often used for family gatherings. ‘Because we see this need, Gojek realised that people require recommendations for these short getaways. So we created travel and culinary recommendations called Jalan Jajan,’ Marsela stated during a media briefing in Jakarta on Thursday. This year, ‘Jalan Jajan’ is present in five cities—Jakarta, Bandung, Surabaya, Yogyakarta, and Bali—offering recommendations for various iconic tourist destinations and a wide range of culinary options, from legendary foods to dishes that are currently viral or new in those cities. Gojek based this on data from Statistics Indonesia (BPS), which shows a current trend of domestic tourists increasingly choosing short-distance trips with brief durations, averaging three nights. Supported by increasingly connected transport infrastructure, people find it easier to explore destinations within or around their city of residence. According to Marsela, accessing information through transport apps and food delivery services further encourages people to try new places and discover the uniqueness behind them. ‘Gojek’s innovation means we just open the app; wherever we want to go, we can be taken there. If hungry, open GoFood, and there are points that are definitely near me or have a 4.9 rating. That invites our curiosity, so what started as a short trip has evolved into people wanting to know more of the story,’ Abimana added.