RRI.CO.ID, Jakarta - Indonesia is stepping up its efforts to transform the international perception of its capital from a rigid business hub into a premier leisure destination, launching a high-end promotional campaign specifically tailored to affluent Chinese travelers.

The Indonesian Ministry of Tourism concluded a strategic Familiarization Trip (Famtrip) and business matchmaking initiative over the weekend, designed to capture a larger share of China's rebounding outbound luxury market. By highlighting the unique juxtaposition of Jakarta’s modern urban lifestyle, rich cultural history, and the pristine marine ecosystems of the nearby Kepulauan Seribu, the government aims to establish the metropolis as a standalone, multi-faceted holiday destination.

The Famtrip, which ran from June 27 to July 1, 2026, was organized in close collaboration with Mandarin Oriental Jakarta, the Jakarta Tourism and Creative Economy Agency, and the Association of Indonesian Tour and Travel Agencies (ASTINDO).

Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, explained that the strategic initiative aimed to tap into China's massive and rapidly evolving premium traveler segments.

"This program was initiated to introduce Jakarta as a world-class destination that offers an urban tourism experience, cultural wealth, culinary tourism, and the charm of marine tourism in an integrated and easily accessible area. This initiative also supports the efforts of both the central government and the Jakarta provincial administration to strengthen the promotion of Jakarta tourism in the international market, especially the strategic and continuously growing Chinese market," Ni Made said in Jakarta on Monday, July 13, 2026, as quoted on Ministry's official website.

Ni Made emphasized that the capital holds untapped potential for regional travelers because it functions beautifully as a dual-destination hub.

"The combination of a modern city experience with the charm of the Thousand Islands is an attraction that needs to be continually introduced to tourists from China," she added.

The hosted delegation comprised prominent luxury travel planners and elite Meeting, Incentive, Convention, and Exhibition (MICE) firms from China, including UMICE Beijing, HIMICE Events Shenzhen, China Comfort Travel MICE, HCG Travel Group, and Mandarin Oriental Guangzhou.

Throughout the curated itinerary, the Chinese delegates experienced a luxury city tour, exclusive wellness sessions, and an elite culinary experience featuring a showcase by the two-Michelin-starred Chinese chef, Chef Fei. The delegation also conducted inspection visits to modern coastal developments in Pantai Indah Kapuk (PIK) and explored the historic Textile Museum before boarding vessels to the Kepulauan Seribu, visiting premium marine retreats on Putri, Macan, and Sepa Islands.

Ni Made noted that China remains one of the largest and most lucrative source markets for Indonesian tourism. Between January and May 2026, Indonesia recorded 617,186 arrivals from China.

She stressed that maximizing direct air connectivity is vital to maintaining this upward trajectory. According to Amadeus data as of July 2026, direct flights linking various Chinese cities to four Indonesian gateways, Jakarta, Bali, Manado, and Surabaya, offered a combined capacity of 1,768,545 seats across 12 airlines in the first five months of the year.

"The selection of Jakarta as the location for this activity was also supported by its position as one of Indonesia's main international flight gateways and as a pilot project for the Regenerative Priority Destination under the 2025–2029 National Medium-Term Development Plan (RPJMN)," Made explained.

The success of the promotion was bolstered by China Southern Airlines, which served as the official airline partner by providing free basic fares for the participating delegates.

The campaign culminated in a high-stakes Networking Dinner that matched the Chinese buyers with six prominent Indonesian travel stakeholders: Mandarin Oriental Jakarta, ASTINDO, White Horse Group, Elok Tour, Clio Tour & Events, and Infotour. The business meetings revealed that Chinese premium buyers are heavily drawn to Indonesia’s coastal and marine tourism assets.

The five-day promotional push yielded an immediate pipeline of 400 potential high-spending visitors, with estimated foreign exchange earnings projected at USD 485,200 (IDR 8.71 billion). The ministry views this cross-sector synergy as a vital mechanism to accelerate national tourism recovery and firmly anchor Jakarta's position as a sustainable, world-class destination. ***