"Mudik to Jakarta" Programme Shifts Eid Narrative, Boosts Capital's Tourism and Economy
The “Mudik to Jakarta” programme initiated by the DKI Jakarta Provincial Government is deemed successful in shifting the Eid narrative from an outflow from the capital to a momentum for strengthening tourism and the economy. This approach is viewed as an adaptive communication strategy in leveraging the holiday season to revitalise economic activities in Jakarta.
Communication expert Wahyuningsih Subekti assesses the step as a smart and innovative breakthrough. Traditionally, she says, Eid has been synonymous with the movement of people leaving Jakarta for their hometowns.
“The Governor is not only talking about easing traffic congestion but also revitalising the city’s economy during the holiday season. This is a bold form of communication because it offers a new perspective,” said Wahyuningsih.
She explains that the communication strategy combining online and offline promotions has proven effective in building public awareness. Digital channels accelerate the spread of information, while direct approaches create emotional closeness with the community.
Wahyuningsih also highlights the role of the Jakarta Experience Board (JXB), which actively conducts cross-city promotions, such as to Surabaya and Semarang. This proactive approach is seen as capable of strengthening Jakarta’s image as an open and friendly destination for domestic tourists.
“By being present directly in the regions, Jakarta demonstrates seriousness in inviting tourists. This creates a sense of welcome and increases interest in visiting,” she said.
Additionally, she views the success of the “Belanja Senang Cuan Datang” campaign as a strong example of storytelling in public communication. That narrative is deemed capable of changing perceptions of Jakarta from a work city to an attractive shopping tourism destination during the Eid holiday.
According to her, experience-based approaches such as providing vouchers, hotel promotions, and travel packages also strengthen communication effectiveness. The programme not only serves as an incentive but also as tangible proof of the government’s commitment to welcoming tourists.
“For the public, direct experiences are more meaningful than mere messages. When they feel the ease and benefits of holidaying in Jakarta, positive impressions will form naturally,” said Wahyuningsih.