Tourism Ministry Launches 'New Way to Holiday' Campaign Amid Economic Caution

To anticipate various economic challenges that require the public to be more discerning when planning holidays, the Ministry of Tourism has introduced the ‘Liburan Cara Baru’ (New Way to Holiday) campaign. This campaign encourages people to enjoy domestic travel in a manner that is more relevant, flexible, and suited to their needs. The tourism options offered include a ‘short escape’ or a brief city break that is relaxing yet saves time and money, such as exploring museums that are often overlooked. Another option is educational tourism for children, also at museums, zoos, or other destinations that combine outdoor activities with learning. These destinations can be explored further and prioritised by families, whereas this type of tourism was previously more synonymous with school excursions. Equally exciting are intercity road trips, using motorcycles, private cars, or public transport like buses that now provide sleeper facilities and comfortable features. The sensation gained is not only upon arrival at the destination city, but from the togetherness and excitement during the journey itself. There is also the option to explore tourist villages. Information on tourist villages recommended by the ministry can be found at jadesta.kemenpar.go.id. Visiting them not only offers an experience, with advantages ranging from nature and culture to attractions, but also supports local communities. Other equally enjoyable options include local cultural and culinary tourism with family or close friends, from visiting neighbouring towns via public transport for a food tour to watching cultural performances. This was presented by Deputy Minister of Tourism Ni Luh Puspa at the launch of the ‘Belanja di Indonesia Aja’ (BINA) Holiday & Back to School programme at the Ministry of Trade office in Jakarta, Monday (8/6). ‘To make it easier for the public to plan trips, the Ministry of Tourism is also presenting MaIA, an artificial intelligence (AI) based digital platform on indonesia.travel that can help users find destination inspiration, travel itinerary recommendations, and various holiday ideas suited to family interests and needs,’ Ni Luh said. In addition to launching the New Way to Holiday campaign, Ni Luh explained that there are also various stimuli to support public mobility during the school holiday period. These stimuli include discounts on train transport, sea transport via PT Pelni, and ASDP ferry crossings. The government has prepared a budget of Rp190.5 billion with a target of 3,074,899 beneficiaries. The government is also providing air transport stimulus through a 100 per cent government-borne value-added tax (PPN DTP) cut for domestic economy class flight tickets. For the school holiday period from 24 June to 5 July 2026, a budget of approximately Rp472.7 billion has been allocated, targeting 2.3 million passengers. Through this series of initiatives, the school holiday is not only seen as a journey, but also as a collective movement to enjoy Indonesia. ‘Every family that travels, buys local products, enjoys culinary delights, or visits community activity centres, makes a real contribution to tourism players, retail, UMKM, and the regional economy,’ said Minister of Tourism Widiyanti Putri Wardhana in a release. Still on indonesia.travel, various school holiday tour packages from the tourism industry, including travel agents, tour operators, OTAs, and related businesses, are published on the digital platform as options for tourists wanting to visit Indonesia. ‘The New Way to Holiday approach is expected to open a new perspective that a meaningful holiday does not always have to be far away or expensive. Indonesia has so many interesting, educational, and quality destination choices to enjoy with the family,’ Widiyanti said.