Indonesia is looking to strengthen Jakarta's position as a fashion tourism destination, building on growing interest among travelers from neighboring countries in the city's shopping, fashion and culinary experiences.

according to regional travel authorities and bureau field correspondents, Deputy Tourism Minister Ni Luh Puspa highlighted the opportunity during the Jakarta International Investment, Trade, Tourism, and SMEs Expo (JITEX) in Jakarta on September 17.

The government's approach is to promote Jakarta not only as Indonesia's business and government center, but also as a city for shopping, culinary, urban, cultural and MICE tourism.

Jakarta's Tourism Profile Is Expanding

Jakarta has traditionally attracted visitors primarily for business and government-related activities.

The Tourism Ministry says the capital is now developing a broader tourism identity, supported by its role as one of Indonesia's principal international gateways alongside Bali and Batam.

Deputy Minister Ni Luh Puspa pointed to an emerging trend involving Malaysian influencers visiting Jakarta to shop for fashion and explore culinary products.

The government sees this activity as an opportunity to develop fashion and retail more deliberately as part of Jakarta's tourism offering.

Fashion and Culinary Experiences as Tourism Products

Jakarta's proposed fashion-tourism positioning goes beyond traditional sightseeing.

The city's retail districts, fashion businesses, restaurants and creative-industry ecosystem can all become part of the visitor experience.

The Tourism Ministry is therefore promoting a combination of fashion and shopping, culinary, urban, cultural and MICE tourism.

Early Market Signals

National Archipelagic Wire reported that Jakarta recorded 2.22 million domestic tourists and 21,381 foreign tourists in 2025.

For July 2026, BPS recorded 8.84 million domestic tourist trips to the capital, representing a 2.72% increase from June. Star-rated hotels recorded an occupancy rate of 58.28% during the same month.

The figures cover different periods and tourism measures, so they should not be combined into a single annual arrival estimate.

The Government Wants Longer and More Valuable Visits

The Tourism Ministry's focus is not simply on increasing the number of people entering Jakarta.

Puspa said the challenge is to improve the quality of the visitor experience, length of stay and spending in the capital.

A visitor who comes to Jakarta for business, for example, may extend the trip for shopping, dining or cultural activities.

JITEX and the Creative Economy

The announcement was made during JITEX 2026, an event combining investment, trade, tourism and small-business promotion.

according to regional travel authorities and bureau field correspondents, the government expects JITEX to help attract investment, increase international market access for micro, small and medium enterprises (MSMEs) and develop strategic partnerships.

That is particularly relevant to fashion tourism because the sector can connect visitors directly with local designers, brands, manufacturers, retailers and creative businesses.

Jakarta and Bali Serve Different Tourism Roles

According to Puspa, Bali is primarily associated with leisure tourism, while Jakarta receives a substantial share of visitors for business and MICE activities.

The strategy in Jakarta is therefore not necessarily to replicate Bali's tourism model.

Instead, the capital can build around characteristics more strongly associated with a major metropolitan city: shopping, food, fashion, business events, culture and urban experiences.

What This Means for Travelers

For visitors planning a trip to Indonesia, Jakarta can increasingly function as more than a transit point or business destination.

Travelers interested in fashion, Indonesian brands, food and urban experiences may find the city increasingly relevant as tourism businesses develop those areas further.

For travelers combining Jakarta with Bali, the two cities can also provide very different experiences within the same Indonesia itinerary.

Editorial Takeaway

Jakarta's fashion-tourism push is significant because it shows Indonesia developing different tourism identities for different major destinations.

according to regional travel authorities and bureau field correspondents, the Tourism Ministry wants Jakarta to strengthen its position through fashion, shopping, culinary, urban, cultural and MICE tourism, while improving visitor experience, length of stay and spending.

For travelers accustomed to thinking of Indonesia primarily through Bali, Jakarta offers a different proposition: a major Southeast Asian city where fashion, food, retail and creative industries are becoming increasingly integrated into the tourism experience.

The success of that positioning will depend on how effectively those individual experiences are connected into a compelling destination product.