AirAsia MOVE partnered with Indonesia’s Ministry of Tourism for the #MacamLokal campaign, encouraging Malaysians to explore Indonesia “like locals.” Running from July to October 2025, it drew over 68,000 visits and 2,636 new tourists in 50 days through digital storytelling, influencer trips, and app promotions promoting sustainable, authentic travel experiences.
In a vibrant celebration of travel, culture, and digital storytelling, AirAsia MOVE has joined hands with the Ministry of Tourism and Creative Economy of the Republic of Indonesia to launch the #MacamLokal campaign — a creative push to encourage Malaysians to explore Indonesia “like locals.”
The collaboration, which ran from July to October 2025, has already proven a resounding success. Within just 50 days, the campaign recorded more than 68,000 visits from Malaysia and contributed to a rise of 2,636 new tourist arrivals, underscoring how data-driven marketing and digital experiences can meaningfully move the tourism needle.
The #MacamLokal initiative forms part of Indonesia’s broader “Wonderful Indonesia” campaign, which has long positioned the country as one of Southeast Asia’s most culturally rich and diverse destinations. Through the partnership, AirAsia MOVE leveraged its travel ecosystem — spanning flights, hotels, and on-the-go services — to offer Malaysians a seamless way to rediscover Indonesia beyond the usual tourist trails.
The campaign’s name, “Macam Lokal” (Malay for “like a local”), perfectly captures its essence: to encourage travelers to immerse themselves in the local culture, cuisine, and community. From Jakarta’s street food markets and Bali’s hidden temples to Yogyakarta’s art scenes and the pristine beaches of Lombok, travelers were invited to experience the archipelago through the eyes of those who know it best — its people.
To bring this to life, AirAsia MOVE and Indonesia’s Tourism Ministry launched a multi-platform digital drive powered by storytelling, influencer fam trips, and exclusive app-based promotions. Key social media influencers from Malaysia shared real-time travel moments from across Indonesia, using engaging content and short-form video to inspire followers to travel more consciously and curiously.
In addition, AirAsia MOVE’s mobile app became a gateway to discovery — offering travelers curated itineraries, local experiences, and exclusive travel deals that emphasized authentic encounters over conventional sightseeing.
“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, commenting on the campaign’s success.
Wienandar emphasized that the initiative reflects AirAsia MOVE’s mission to reimagine travel as a community-driven experience rather than a transactional one. By harnessing real-time data insights and social engagement, the campaign not only boosted arrivals but also supported local tourism entrepreneurs, from homestay operators and food vendors to tour guides and artisans.
The #MacamLokal campaign arrives at a time when Southeast Asia’s travel recovery is in full swing. Both Malaysia and Indonesia have seen a resurgence in cross-border tourism post-pandemic, driven by affordable air connectivity and a renewed appetite for authentic experiences. AirAsia MOVE’s extensive regional reach makes it a natural partner in advancing this growth, bridging the gap between digital convenience and cultural immersion.
For Indonesia, the partnership represents a fresh chapter in its tourism marketing strategy — one that focuses not just on numbers, but on meaningful, sustainable engagement. The emphasis on “traveling like a local” aligns with the Ministry’s ongoing efforts to promote community-based tourism, ensuring that the benefits of travel are felt by local residents and small businesses alike.
Meanwhile, for Malaysians, Indonesia’s proximity and cultural familiarity make it an irresistible destination — from quick weekend getaways to longer cultural explorations. With AirAsia’s extensive flight network and the MOVE app’s easy integration of bookings, itineraries, and recommendations, traveling to Indonesia has never been more convenient or inspiring.
As both partners look ahead, the success of #MacamLokal is expected to pave the way for similar regional initiatives — combining the power of data, storytelling, and technology to transform how people discover destinations.
With 68,000 visits and counting, #MacamLokal isn’t just a campaign — it’s proof that the future of travel in Southeast Asia lies in local authenticity, digital connection, and shared cultural discovery.
