Market Access Becomes a Challenge for Tourism Villages, Digital Channels Expanded
The development of tourism villages now depends not only on increasing the capacity of managers and destination potential but also on the ability to reach a wider market. Digital channels have become one of the pathways utilised to connect tourism villages with potential visitors, including general tourists and the educational tourism segment.
PT Bank Central Asia Tbk (BCA) is expanding this access through its Desa Bakti BCA programme by providing tourism package purchases via the Lifestyle feature in the myBCA application. To increase visits, this programme is also equipped with promotions that run for a longer period compared to previous promotional periods.
The promotion runs from late July 202\6 until 30 November 2026. Previously, Desa Bakti BCA tourism promotions were more frequent during specific moments, such as the Eid al-Fitr holidays, school holidays, as well as Christmas and New Year. The longer promotional period is expected to maintain the visibility of destinations while opening opportunities for more sustainable visits throughout the year.
The programme covers several assisted tourism villages that possess superior tourism potential. Destinations involved include Wayang Tourism in Dusun Pucung Wukirsari and Pentingsari Tourism Village in Yogyakarta, Glodok Chinatown Tourism Village in Jakarta, Wirawisata Goa Pindul in Yogyakarta, Taro Tourism Village in Bali, and Bilebante Tourism Village in West Nusa Tenggara.
EVP Corporate Communication & Social Responsibility at BCA, Hera F Haryn, stated that expanding market access is a necessity in empowering tourism villages so that economic benefits can reach the community more widely.
“BCA believes that the empowerment of tourism villages requires not only increasing community capacity but also needs to be supported by wider and more sustainable market access. Through the Lifestyle feature in the myBCA application, we hope to increase customer interest in both educational and recreational tourism packages in Desa Bakti BCA, thereby creating a real economic impact for the local community,” said Hera, as quoted on Wednesday (16/9).
This expansion of market access is part of the development strategy for Desa Bakti BCA to introduce tourism villages while supporting the sales mission for the assisted villages. One form of this is presenting promotional programmes that provide added value for customers.
Through the ‘MKP Tourism Ticket’ menu in the Lifestyle feature of the myapplication, customers can obtain a 20% discount with a minimum transaction of Rp50,000. The promotion has a limited daily quota and is valid until 30 November 2026.
In addition to general tourists, this programme also targets the educational tourism market, particularly schools that have school trip programmes or learning experiences based on travel. The expansion of sales channels is expected to open opportunities for assisted villages to reach wider and more diverse tourist segments.
Hera stated that community-based tourism plays a role in creating inclusive and sustainable economic growth.
“BCA believes that community-based tourism plays an important role in creating inclusive and sustainable growth. Through various initiatives, BCA will continue to collaborate with the community to develop local potential, strengthen the competitiveness of tourism villages, and present meaningful travel experiences for visitors,” Hera concluded.
The Genera-Z Berbakti 2026 programme brings together students from four universities with assisted tourism villages. Strengthening community capacity and collaboration between stakeholders are vital parts of developing the local economy.
Four winning student teams from the Genera-Z Berbakti 2026 programme have begun implementing empowerment programmes in BCA’s assisted tourism villages. The assistance distributed includes medicines, toddler underwear, diapers, blankets, tents, and portable beds. Access to quality healthcare is one of the important factors in improving community welfare. Before being deployed to their destination villages, all winners participated in a bootcamp for preparation.