Indonesia taps AirAsia MOVE for #MacamLokal campaign to boost Malaysian arrivals

AirAsia MOVE and Indonesia’s ministry of tourism (Kemenpar) have wrapped up a months-long integrated campaign designed to amplify the country’s visibility in Malaysia - with measurable results.

Running from July to October 2025, the initiative saw an increase of 2,636 Malaysian tourists, with total visits surpassing 68,000 in just 50 days, according to AirAsia MOVE’s internal data.

The collaboration, themed #MacamLokal, aligns with Indonesia’s flagship tourism campaign Wonderful Indonesia. It invited Malaysian travellers to experience the nation “like locals” - from food and culture to nature and hospitality - through a blend of digital content, influencer activations, and exclusive travel offers.

Don't miss: AirAsia Philippines boosts marketing leadership with Gian Directo's appointment

Among the highlights were a familiarisation trip (famtrip) with Malaysian KOLs (such as Sharifah Aryana, Ain Zainal, and Zulhilmi Abdullah), curated hotel and flight promotions via the AirAsia MOVE app, and storytelling content celebrating the country’s diverse landscapes. The campaign spanned major cities including Jakarta, Medan, and Surabaya, as well as leisure hubs such as Bandung and Yogyakarta.

“Through the synergy of data, technology, and digital promotion, we are able to drive an increase in foreign tourist arrivals as well as the sustainable growth of local industries,” said Arbi Wienandar, country head of AirAsia MOVE Indonesia. “Moving forward, AirAsia MOVE is committed to continuing to enhance the visibility of Indonesia’s tourism across more regions and attract greater tourist potential from the ASEAN area.”

AirAsia MOVE’s data revealed that 74% of incoming Malaysian travellers were aged 20-44, dominated by Millennial and Gen Z audiences. This segment’s appetite for authentic, shareable experiences has made them a catalyst for organic digital promotion across social platforms - effectively turning travel moments into marketing reach.

The platform also identified a growing interest in Indonesian indie brands, especially cosmetics and fashion labels, among Malaysian visitors. Many travellers were also drawn by the chance to purchase local fabrics and crafts, turning shopping tourism into a cultural exchange that benefits SMEs and artisans.

During the campaign, more than 5,300 users searched for flights daily from Malaysia to Jakarta, Medan, Surabaya, and Yogyakarta through AirAsia MOVE. Travellers typically stayed two to three nights, spending around IDR 730,000 (US$43.7) per night on accommodation.

These patterns highlight Malaysia’s preference for short, affordable getaways - a segment well-served by AirAsia MOVE’s low-cost model and integrated digital services.

“The partnership with AirAsia MOVE is a concrete example of effective public-private synergy in advancing the national tourism industry,” said Ni Made Ayu Marthini, deputy for marketing at Kemenpar. “With an increase of more than 2,000 Malaysian tourists, we are able to identify more specific travel patterns, design more relevant marketing strategies, and strengthen Indonesia’s image as an inclusive and sustainable destination on the global stage.”

To sustain momentum, Kemenpar recently hosted a famtrip under the banner Wonderful Indonesia Journey, held from 27-31 October 2025 in collaboration with West Sumatra’s tourism board, Hotel Pangeran Beach Padang, and local partners.

“With the support and collaboration of partners and relevant stakeholders, Kemenpar continues to encourage foreign tourists to explore various destinations across Indonesia and extend their length of stay in the country,” said Marthini.

The programme brought seven Malaysian tour agents and operators to explore destinations including Padang, Bukittinggi, and Alahan Panjang, deepening their familiarity with the Minangkabau region’s cultural and culinary richness.

The participants were also introduced to Indonesia’s unique tourism products, such as Wastra Nusantara (the archipelago’s traditional textiles). Through a mini tabletop session, local tourism stakeholders were also matched with the visiting agents to open potential business transactions and future tour packages aimed at Malaysian travellers.

Malaysians remain Indonesia’s largest inbound market, with 1.68 million visitors recorded up to August 2025 - representing 67% of this year’s target.

Related articles:
AirAsia takes flight with Dolla for ASEAN Day travel series
AirAsia Philippines turns Sandugo Festival into a Gen Z cultural experience
AirAsia brings ASEAN to Roblox with the launch of AirAsia World