Shopping tourism serves as a primary driver for traveler arrivals globally, Ni Made Ayu Marthini, the ministry’s Deputy for Marketing, told state news agency ANTARA on Saturday.
She emphasized that Indonesia holds the same potential because every region possesses distinct and authentic flagship products.
The ministry is currently designing customized retail packages that combine premier shopping centers, local crafts, and cultural experiences.
The initial rollout targets established urban and cultural hubs, including Jakarta, Bandung, Batam, Bali, Medan, and Surabaya.
Under the plan, Jakarta and Surabaya will anchor urban lifestyle retail and commercial gastronomy, while Bandung focuses on its famous fashion and creative industries.
In the regions, Batam will leverage its close maritime proximity to Singapore and Malaysia to capture regional weekend travelers, while Medan draws visitors with its diverse culinary scene and Bali showcases its world-renowned handicrafts, wellness services, and lifestyle products.
Marthini noted that this approach will eventually expand to other regions by capitalizing on local strengths, including micro, small, and medium enterprise centers, tourism villages, and creative economy hubs.
The ministry views the initiative as crucial for strengthening local tourism ecosystems, noting that high-quality retail experiences give travelers a clear incentive to spend more and stay longer.
Beyond raising direct retail revenue, officials expect the strategy to generate a positive ripple effect across Indonesia’s broader hospitality, transportation, and food and beverage sectors.
Translator: Hreeloita Dharma, Raka Adji
Editor: Aditya Eko Sigit Wicaksono
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