Parents Opt for Educational Tourism During School Holidays
This year’s school holidays serve as a momentum for families to enjoy tourism experiences that are not only entertaining but also rich in educational value. Through the #DiIndonesiaAja campaign, themed ‘New Way to Holiday’, the public is invited to explore interactive game-based tourism concepts that introduce culture, nature, and village life to children via the ‘Liburan ke Kampung Main’ programme.
Organised by the Ministry of Tourism, this programme presents various play-and-learn activities designed to provide a different holiday experience for families. From educational games and thematic workshops to digital adventures, the entire series of activities is packaged to introduce Indonesia’s cultural richness while instilling values of sustainability from an early age.
The activities are held at the Kampung Main Co-Branding Wonderful Indonesia at Taman Mini Indonesia Indah (TMII), Jakarta, from 1–5 July 2026. Visitors can participate in the ‘Corn Adventure’ game, which adopts a farm-to-table concept, as well as collaborative workshops themed around gastronomy, cultural and maritime heritage, textiles, arts and design, wellness, and various other educational activities.
Members of the public can also participate in a digital scavenger hunt game from 22 June to 5 July 2026. Through this game, participants are invited to complete various challenges for a chance to win grand prizes, including four staycation vouchers for four winners and other prizes.
For those unable to visit TMII, the game can be accessed at several partner destinations of the Wonderful Indonesia Co-Branding across various regions, such as HeHa Waterfall Bogor, HeHa Forest Sleman, Plaza Ambarrukmo and Plaza Malioboro Yogyakarta, Pramana Craft, Van Bloemen 1881 Sleman, and Jatim Park Malang. Visitors simply need to scan a QR Code at these locations to begin the game, which is inspired by the #DiIndonesiaAja travel journey in discovering regional icons of Indonesia.
The Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, stated that the programme is part of an effort to present a fun new way to encourage domestic tourism while introducing village tourism to children. This step aligns with positive trends in the national tourism sector, where between January and April 2026, the number of international tourist arrivals reached 4.68 million visits, growing by 8.24% compared to the same period the previous year.
“Through Liburan ke Kampung Main, we want to provide a school holiday experience that is not only entertaining but also educational. Children can experience Kampung Main as a destination rich in culture, local wisdom, and sustainability values. We believe Generation Alpha plays a vital role as future tourists and agents of change who will determine the face of our tourism in the future,” said Ni Made on Monday (29/6).
According to her, education regarding sustainable tourism needs to be introduced early so that children develop an awareness of the environment and an appreciation for local culture.
“By providing fun, direct experiences, we hope children can understand the importance of preserving, understanding, and appreciating local culture, such as the process of processing harvests from farm to table. This activity is also part of the effort to realise quality and sustainable tourism. Ultimately, they can become a generation that supports the development of village tourism and is inspired that #DiIndonesiaAja is an exciting holiday choice to enjoy with family,” she concluded.
The Liburan ke Kampung Main programme is a continuation of various sustainability education initiatives from the Wonderful Indonesia Co-Branding collaboration. Since 2025, more than 289.4 kg of recycled materials and packaging waste from partners have been processed into Wonderful Indonesia totem installations as a medium for educating on waste management and the preservation of tourist destinations.