RRI.CO.ID, Jakarta - The newly concluded BBWI Travel Fair x BINA 2026 at Tunjungan Plaza in Surabaya, East Java from May 15 to 17, 2026, has emerged as a major highlight for Indonesia's tourism sector this season to revitalize domestic travel. The high-profile exhibition successfully redefined how modern families plan their upcoming school holidays.

The massive fair, which operated under the theme School Holiday Stories, captivated thousands of visitors by stepping away from traditional booths and instead building an immersive, interactive Kampung Main Indonesia (Indonesian Playground). The event represents a powerhouse collaboration between the Ministry of Tourism and the Indonesian Shopping Center Tenants and Retailers Association (HIPPINDO), through their Shop in Indonesia Only (BINA) program, with strategic backing from the East Java Province Culture and Tourism Agency.

"We want to invite the public to discover new experiences through journeys that are closer, more flexible, and still memorable," Tourism Minister Widiyanti Putri Wardhana said in an official release confirmed in Jakarta on Sunday, May 17, 2026, as quoted by Antara.

The true highlight of the exhibition was its success in launching the Liburan Cara Baru (A New Way to Holiday) philosophy. The fair explicitly challenged the notion that meaningful vacations require long-distance flights or massive budgets, positioning close-to-home, experiential domestic travel as the premium choice for modern families.

The exhibition floor itself became a live demonstration of this concept. Instead of just handing out brochures, the event engaged Surabaya and East Java residents with immersive destination exploration through high-tech, experiential displays that allowed families to preview hidden gems across the archipelago.

Additionally, interactive cultural zones featured traditional Indonesian games scattered throughout the venue to stimulate family bonding and unplugged playtime. The fair also offered educational activations, including dedicated creative workshops designed to give children a genuine taste of educational travel.

Minister Widiyanti emphasized that the fair serves as a critical gateway for cultural awareness. “School holidays can be a moment to get to know Indonesia's culture, nature, and society more closely. Often, we do not realize there are many beautiful places close to us that have never been explored," she remarked.

A major draw for attendees was the unprecedented consolidation of major travel, transport, and destination players under one roof. The exhibition functioned as a massive marketplace for highly flexible, cost-effective vacation packages.

Industry giants showcasing exclusive deals included major wildlife and theme parks such as the Taman Safari Group, Jatim Park, Jakarta Aquarium, Enchanting Valley, and KidZania.

The event also highlighted niche and regional tourism ecosystems, featuring specialized offerings from Wisata Sekolah, the Borobudur Architectural Authority Body (BPOB), the award-winning Ketapanrame Tourism Village, and the Banyuwangi Diving School. Additionally, national transit leader KAI Group participated to anchor the fair's focus on seamless, inter-city overland connectivity.

Addressing shifting consumer behaviors where families are increasingly selective with their holiday spending, Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, explained that the fair's curations provided exact solutions for budgeting without sacrificing the quality of the travel experience.

Adding a futuristic edge to the fair, the Ministry of Tourism utilized the event to showcase MaIA, its cutting-edge artificial intelligence-powered travel assistant platform. Visitors were able to interact with the AI to instantly generate tailored itineraries, calculate budgets, and discover hyper-localized recommendations matching their family's distinct interests. ***