Millions of Indonesians are expected to hit the road during this year’s school holiday season, turning one of the country’s busiest travel periods into a major opportunity for the tourism industry. The target for domestic tourist movements this year is 1.18 billion trips.
As families plan trips across the archipelago, the government is looking beyond crowded attractions and visitor numbers. It is also focusing on how much economic activity these journeys can generate and whether destinations are fully prepared to welcome travelers.
The school holiday campaign forms part of the “A New Way to Holiday #DiIndonesiaAja” initiative, a program designed to encourage more Indonesians to spend their vacations within the country and explore domestic destinations.
According to Nia Niscaya, Senior Expert for Tourism and Creative Economy and spokesperson for the Ministry of Tourism, the government is aiming for a total of 1.18 billion domestic tourist trips in 2026.
“When we talk about targets, of course we want to achieve this year’s target of 1.18 billion domestic tourist movements,” Nia said during a press conference in Jakarta on Thursday (June 25, 2026).
She explained that the annual target is spread across several major travel periods that typically generate significant movement among domestic travelers. These include the Eid holiday season, school vacations, and the year-end holiday period.
For every campaign activity and tourism activation, the ministry closely monitors two main indicators: transaction values and the potential number of trips generated.
“The target is 1.18 billion trips, and we have already reached 400 million. Hopefully, we can achieve it,” Nia added.
While boosting travel activity remains important, the ministry is also placing considerable emphasis on destination preparedness. Ministry spokesperson Imam Priyono said officials have conducted visits to 139 destinations to assess readiness based on CHSE standards, which cover cleanliness, health, safety, and environmental sustainability.
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“We hope that one indicator of success is that everyone who travels returns home with beautiful, enjoyable, and happy memories,” Imam said.
To support a smooth holiday season, the Ministry of Tourism has carried out a series of mitigation measures. These include meetings and coordination sessions, among them the Coordination Meeting for the Evaluation of Work Culture Transformation Policies and the Preparation of the Second Quarter 2026 Stimulus Package.
Imam also shared his personal perspective on traveling during school holidays.
“Hopefully, this holiday period runs smoothly. Personally, I still have young children, and we really enjoy road trips, as Ms. Nia mentioned earlier. We often try destinations we’ve never visited before, places nearby, or even places we’ve been to before but in a new way,” Imam added.
Nia stressed that destination readiness remains a fundamental aspect of tourism management. According to her, tourism operates under a principle of zero tolerance for safety issues, making preventive measures and early preparation particularly important.
“Mr. Imam’s point is more about destination readiness because, in tourism, there is a principle called safety to zero tolerance. Therefore, anticipation and preparation must be put in place from the beginning,” Nia added.
The ministry’s preparations also extend beyond traditional leisure destinations. Mohamad Achir, Expert Staff for Communications and Substantive Affairs at the Ministry of Tourism, said the government is also paying close attention to the growing popularity of music tourism and sports tourism.
One of the initiatives undertaken has been holding discussions with the Indonesian Music Promoters Association (APMI). Meetings have already taken place both last year and at the beginning of 2026.
Sports tourism has become another major focus due to its increasing popularity among travelers.
“We also know that one of the current trends is sports tourism. For example, thousands of people participate in running events in Mandalika. We have also encouraged initiatives such as the Geopark Run Series because, from a tourism perspective, it supports visits to geoparks while also attracting tourists and stimulating the surrounding economy,” Mohamad said.
At the same time, discussions regarding music tourism continue to progress. The ministry remains in coordination with relevant ministries and government agencies, particularly on licensing arrangements involving artists and participants in the entertainment industry.
As Indonesia enters the school holiday period, the government hopes that increased travel activity will not only contribute to achieving its target of 1.18 billion domestic tourist trips but also deliver meaningful economic benefits while ensuring visitors return home with positive experiences and lasting memories.
