Tourism Ministry Targets 1.18 Billion Domestic Trips Through Various Campaigns

The Ministry of Tourism is targeting 1.18 billion domestic tourist trips throughout 2026 through various promotional activations, including the ‘Liburan Cara Baru #DiIndonesiaAja’ (New Way of Holidaying #JustInIndonesia) campaign, which is being intensified during the school holiday, Eid, and year-end periods. Ministry spokesperson Nia Niscaya stated during a press conference in Jakarta on Thursday that this target is part of the government’s efforts to continue encouraging domestic tourist movement whilst increasing the economic impact in various regions. ‘Our target is certainly to achieve 1.18 billion domestic tourist trips this year,’ Nia said. ‘Overall, we have divided the 1.18 billion target, with peaks during Eid, this semester’s school holidays, and the year-end period.’ To measure the effectiveness of the #DiIndonesiaAja campaign, the Ministry of Tourism has established several indicators, ranging from the potential number of tourists travelling to the economic transaction value generated during the campaign period. The ministry will also measure the publication reach and campaign exposure to the public to assess the effectiveness of the message delivered. On the same occasion, Ministry of Tourism spokesperson Imam Priyono said the success of the campaign is also measured by the quality of the tourist experience during their holidays. The ministry has visited 139 destinations to ensure that Cleanliness, Health, Safety, and Environmental Sustainability (CHSE) standards are being properly implemented. ‘We hope the indicator of success is that all travellers return home with beautiful, pleasant, and happy memories,’ Imam said. The ministry has also prepared various mitigation measures, including CHSE modules and disaster preparedness guidelines that destination managers can use to maintain tourist security and safety. Through the ‘Liburan Cara Baru #DiIndonesiaAja’ campaign, the Ministry of Tourism hopes to increase domestic tourist mobility whilst strengthening the economic impact for the tourism sector, micro, small and medium enterprises (MSMEs), culinary businesses, retail, and the creative economy across various regions.