Viral Social Media Drives Interest in Indonesia’s Cultural Tourism

RRI.CO.ID, Jakarta - The widespread consumption of viral travel content on social media is shifting domestic tourism trends, transforming casual sightseers into history enthusiasts eager to explore the cultural roots of viral destinations, an urban exploration expert noted on Thursday, June 25, 2026.

Platforms like Instagram and TikTok are increasingly serving as the primary discovery channels for travelers, particularly among the younger demographic, moving them along a journey from visual curiosity to deep cultural appreciation.

Founder of the urban exploration platform SANA Kenal Kota, Abimantra Pradhana, observed that social media functions as a powerful gateway for destination awareness. Once a specific site achieves viral status online, public interest naturally pivots toward the background stories that define the location.

"What we see is that it initially started with curiosity about viral content. Then, people wanted to know the value behind this destination, its history, its story, and they started to dig deeper," Abimantra said when interviewed in Jakarta, as quoted by Antara.

Abimantra, who also authored the book Kenal Kota: Transisi Jakarta, (Knowing the City: Jakarta Transition) explained that the underlying driver for modern leisure travel is an inherent curiosity that compels tourists to experience new environments firsthand.

When deciding where to go, travelers generally gravitate toward relatable shared experiences, with culinary heritage and local cultural assets, spanning history, fine arts, music, and various creative products, serving as the main attractions.

This desire to explore is further accelerated by modern digital conveniences. The integration of everyday digital platforms, such as ride-hailing apps and on-demand food delivery services, has significantly lowered the logistical barriers to entry, making it easier than ever for people to test out unfamiliar neighborhoods and uncover their unique selling points.

To truly connect with a new destination beyond the screen, Abimantra suggested that travelers step away from passive consumption and engage with hyper-local travel formats. Joining specialized cultural communities or participating in organized walking tours are highly effective ways for tourists to systematically unpack the layered history of an urban quarter. ***