Antara News·Indonesia·Thursday, September 17, 2026 at 10:17 PM

Indonesia eyes Jakarta as Asia's next fashion tourism hub

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Lia Santosa, Uyu Liman

While most tourists visit Bali for leisure, visitors to Jakarta come mostly for business, MICE..

Jakarta (ANTARA) - The Indonesian government is pushing to transform Jakarta into a leading Asian fashion hub, capitalizing on a growing trend of influencers from neighboring countries traveling to the capital for its retail and culinary offerings.

Indonesian Deputy Tourism Minister Ni Luh Puspa highlighted the emerging trend during the Jakarta International Investment, Trade, Tourism, and SMEs Expo (JITEX) here on Thursday.

"We must continue to promote Jakarta as a fashion center because I see many Malaysian influencers reviewing their visits to Jakarta to shop for fashion and culinary products," Puspa said.

She noted that Jakarta has evolved beyond its traditional role as a center of government and business, emerging as a vital hub for trade, investment, and Indonesia's broader creative economy.

Alongside Bali and Batam, Jakarta serves as one of the country's three primary international gateways.

"While most tourists visit Bali for leisure, visitors to Jakarta come mostly for business, MICE (meetings, incentives, conferences, and exhibitions), and related activities," Puspa explained.

To capitalize on this potential, the government aims to increase visitor numbers by promoting Jakarta's strengths in culinary, shopping, urban, and cultural tourism, as well as MICE events.

In 2025, the city recorded 2.22 million domestic tourists and 21,381 foreign tourists, figures that the deputy minister said need to be increased.

Statistics Indonesia (BPS) reported 8.84 million domestic tourist trips to the capital in July, a 2.72-percent increase from the previous month. During the same period, star-rated hotels recorded an occupancy rate of 58.28 percent, reflecting an active tourism market.

"The challenge is how we can improve the quality of the tourist experience, length of stay, and spending in Jakarta. Improving the quality of the tourist experience is the key. This is our collective task, and we are always ready to collaborate," she said.

Speaking at the expo, Puspa expressed hope that JITEX would generate new investments, expand global market access for micro, small, and medium enterprises (MSMEs), and foster strategic partnerships.

"Ultimately, the spirit of 'Ignite the Economy' is not just about sparking economic activity today, but about building an ecosystem that allows the economy to grow sustainably and provide broader benefits," she remarked.

Puspa urged stakeholders to leverage the event to strengthen Jakarta's standing as a cultured global city while cementing Indonesia as a competitive and high-value tourism destination.

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