RRI.CO.ID, Jakarta - Indonesia is shifting its tourism strategy for the Malaysian market by integrating the state-owned railway operator, PT Kereta Api Indonesia (KAI), into its promotional campaigns, aiming to encourage eco-friendly travel and disperse visitors beyond traditional hotspots.

Through the recently concluded Wonderful Indonesia Sales Mission 2026, held in Seremban, Negeri Sembilan, on June 18 and Kuala Lumpur on June 19, the Ministry of Tourism sought to look beyond raw arrival numbers, focusing instead on deepening traveler engagement and environmental sustainability.

Ministry’s marketing deputy, Ni Made Ayu Marthini, explained that the mission targeted structural changes in tourist behavior, such as encouraging longer stays and higher spending across a wider array of destinations.

“Through this activity, the Tourism Ministry is not only targeting an increase in the number of tourist visits from Malaysia, but also encouraging the dispersion of visits to various destinations in Indonesia, extending the length of stay, as well as increasing tourist spending while traveling in Indonesia," she said in an official statement confirmed on Friday, July 3, 2026, as quoted by Antara.

Supported by the Indonesian Embassy in Kuala Lumpur, this year's promotional drive centered on 10 Priority Tourism Destinations and five Regenerative Tourism Destinations. These locations are specifically curated to provide high-quality, sustainable experiences that protect the environment while offering substantial economic benefits to local communities.

A key highlight of the 2026 sales mission was the strategic partnership with PT KAI, which seeks to introduce train journeys as an attractive, seamless, and low-carbon mode of exploration, particularly across the densely connected island of Java. Made emphasized that integrating rail transport into the tourism narrative serves a crucial role in improving infrastructure accessibility.

“The involvement of PT KAI is a strategic step to strengthen tourism accessibility while introducing train travel as part of the tourism experience in Indonesia,” she added.

The ministry hopes that this multi-stakeholder collaboration between the government, state-owned enterprises, and private tourism players will solidify bilateral tourism ties while driving national economic growth.

PT KAI business and business development director Rafli Yandra affirmed the company's commitment to delivering safe, integrated, and comfortable transportation options for Malaysian travelers wishing to explore Java and other regions.

“KAI is ready to be part of the national tourism ecosystem while providing a memorable travel experience for foreign tourists, especially tourists from Malaysia,” Rafli stated.

To turn these strategies into actual bookings, the Ministry of Tourism brought 25 Indonesian tourism operators, ranging from travel agencies and hospitality firms to destination managers, to connect directly with around 70 Malaysian buyers from Negeri Sembilan, Melaka, and Kuala Lumpur.

The promotional itinerary featured table-top business meetings to explore commercial partnerships, dedicated product presentations by PT KAI regarding route networks and rail-based tour packages, and networking sessions designed to foster long-term cross-border industrial cooperation. ***