World

Indonesia Launches Nationwide Shopping Campaign to Drive Tourism Growth

JAKARTA, June 11 — Indonesia is leveraging the school holiday season to strengthen its tourism sector and position itself as a leading shopping destination in Southeast Asia through the launch of BINA Indonesia Great Sales 2026: Holiday & Back to School.

Running from June 8 to July 12, the nationwide campaign features discounts of up to 50 per cent across approximately 800 brands, involving more than 80,000 retail outlets and at least 414 shopping malls and retail centres in 24 provinces.

The initiative aims to stimulate domestic consumption, support shopping tourism, and generate broader economic benefits for retailers, culinary businesses, micro, small and medium enterprises (MSMEs), and tourism operators.

Indonesia's Minister of Tourism, Widiyanti Putri Wardhana, said shopping has become an integral part of modern travel experiences, with visitors increasingly seeking local products and authentic cultural experiences alongside traditional tourist attractions.

According to her, travellers today are not only interested in visiting destinations but also in exploring local cuisine, fashion, handicrafts, and lifestyle offerings that showcase Indonesia's unique identity.

The programme is also part of Indonesia's strategy to strengthen its position as a regional shopping tourism hub, particularly among visitors from neighbouring countries.

Malaysia remains Indonesia's largest source of international visitors, while travellers from Singapore and Brunei Darussalam continue to represent important markets due to their proximity, strong travel connectivity, and shared interest in shopping, culinary experiences, and urban tourism.

The government believes favourable exchange rate conditions and the competitiveness of Indonesian products present an opportunity to encourage international visitors to extend their stays and increase spending during their trips.

In addition to shopping promotions, the Indonesian government is introducing a range of travel incentives during the school holiday period, including discounts on railway, sea transport, and ferry services. A government-borne value-added tax (VAT) incentive for domestic economy-class air tickets will also be offered during a designated period.

The campaign is being implemented through a collaboration involving the Ministry of Tourism, Ministry of Trade, Indonesian Retail and Shopping Centre Tenants Association (HIPPINDO), Indonesian Shopping Centre Management Association (APPBI), and industry stakeholders.

Through the initiative, Indonesia hopes to create a nationwide movement that combines tourism, shopping, and support for locally made products while encouraging both domestic and international travellers to explore more of the country.

As the holiday season begins, Indonesia is inviting visitors not only to discover its destinations but also to experience its shopping scene and bring home the best of Indonesian products.