Ministry of Tourism Strategy to Encourage Indonesian Domestic Tourists to Keep Travelling During the Low Season

The Ministry of Tourism is working to maintain consistent tourism activity throughout the low season period. One of its initiatives is hosting the Proud to Travel in Indonesia (BBWI) Travel Fair, held under the theme "Travel Freely OnlyInIndonesia" in Cibubur, West Java.

The August to November period consistently presents challenges for the tourism industry. Positioned after the school holiday break and before the year-end holiday season, tourist travel volumes typically enter a low season slowdown during this window.

This BBWI Travel Fair will be hosted at the Main Atrium of Living World Kota Wisata, Cibubur, running 7–9 August 2026. This is the third BBWI Travel Fair edition held in 2026, developed through collaboration between the Ministry of Tourism, the Indonesian Mall Tenants & Retailers Association, and the Indonesian Shopping Centre Management Association.

Ni Made Ayu Marthini, Deputy for Marketing at the Ministry of Tourism, stated that running this exhibition forms part of the strategy to activate domestic tourist demand during periods of reduced travel activity.

Suburban areas such as Cibubur are also assessed to hold significant potential to drive travel, particularly for weekend leisure trips.

"This Independence Month momentum is the right moment to build economic nationalism through tangible action: travelling within Indonesia and purchasing local products," Marthini stated in an official press release.

Integrating Travel and Retail to Stimulate Economic Activity

The Ministry of Tourism's strategy for the BBWI Travel Fair does not only focus on promoting tourist destinations. It also combines the "Proud to Travel in Indonesia" campaign with the Shop Only in Indonesia (BINA) national programme.

This exhibition runs concurrently with the 2026 Indonesia Shopping Festival, which will be held across shopping centres nationwide from 7 to 23 August 2026.

This cross-sector collaboration is expected to create multiplier effects across multiple industries. Tourism activity does not only consist of destination visits, but also supports transportation, accommodation, food services, retail, creative economy, as well as Micro, Small and Medium Enterprises (MSMEs).

According to Marthini, integrating these interconnected sectors is one method to sustain economic momentum, especially outside peak travel periods.

"At this fair, we are specifically featuring and promoting Karisma Event Nusantara, one of the Ministry of Tourism's flagship national programmes," she added.

Travel Packages and the Karisma Event Nusantara Programme

A total of 15 tourism business operators are participating in the BBWI Travel Fair, offering a diverse range of products including children's educational travel, wellness and retreat packages, gastronomy and cultural tours, as well as sailing cruises in Jakarta's coastal waters.

Visitors may also browse travel packages tied to Karisma Event Nusantara (KEN), alongside accommodation booking options for destinations across Indonesia.

The KEN programme functions as a key instrument to drive tourist travel to regional areas. Events and festivals do not only attract visitors, they also open new economic opportunities for local communities.

Marthini explained that KEN activities are designed to increase tourist arrivals while activating local economies through direct participation from MSMEs and creative economy practitioners. Additional expected impacts include new employment opportunities and increased business activity for local residents.

"Through the combination of BBWI tourism promotion, the 2026 Indonesia Shopping Festival momentum, and good public transport connectivity across the Cibubur corridor, the Ministry of Tourism is confident this fair will stimulate economic activity while inspiring the public to celebrate independence by travelling OnlyInIndonesia," stated Marthini.

Alongside travel package offers, the BBWI Travel Fair is also designed as a public leisure space. Visitors may participate in traditional games, independence day themed competitions, Nusantara-themed face painting, as well as enjoy live cultural performances and entertainment.

This exhibition forms part of the Ministry of Tourism's broader efforts to achieve the 2026 national target of 1.18 billion domestic tourist trips.

By running regular targeted promotions at locations with high consumer potential, the Ministry aims to encourage public travel even outside of the main holiday seasons.

Three BBWI Travel Fair editions have been scheduled for 2026. The first edition, Celebrating Together, was held at Kota Kasablanka Mall, Jakarta on 13–15 February, followed by the School Holiday Stories edition at Tunjungan Plaza 6, Surabaya on 15–17 May.

This third edition, themed Travel Freely OnlyInIndonesia, is hosted at Living World Kota Wisata, Cibubur from 7–9 August.