Indonesia's Ministry of Tourism promotes 6 tourist destinations through the digital game Charm of Areca Pole Climbing.

The Ministry of Tourism has launched a distinctive initiative to enliven the 81st Anniversary of the Independence of the Republic of Indonesia. Through the Wonderful Indonesia Co-Branding Program, the ministry rolled out an interactive digital game titled Pesona Panjat Pinang, which also serves as a medium to introduce tourist destinations across Indonesia.

This online activation will run from 14 to 20 August 2026. Members of the public from all regions may participate in the game without needing to attend any physical location, while also accessing information on Indonesia's designated priority regenerative tourist destinations.

Ni Made Ayu Marthini, Deputy for Marketing at the Ministry of Tourism, stated this concept was designed to make tourism promotion feel more accessible to the general public, especially via digital channels.

"Through this digital Pesona Panjat Pinang activation alongside our Wonderful Indonesia Co-Branding partners, we aim to deliver a fun, interactive experience while inspiring people that celebrating independence can also be lived through the spirit of domestic travel, under the OnlyInIndonesia campaign," stated Made in an official press release from Jakarta.

Digital Game to Showcase Indonesian Tourist Destinations

Pesona Panjat Pinang offers far more than just casual gameplay. Embedded within this gamified format, the Ministry of Tourism has integrated detailed information for 6 out of Indonesia's 13 national priority regenerative tourist destinations.

This approach forms part of the ministry's digital tourism promotion strategy. The public is not only invited to play, but also introduced to travel destinations that can be considered for their future trips.

This format also extends the reach of the Celebrate Independence By Travelling OnlyInIndonesia campaign, as it can be joined by users across all regions with zero geographical or location barriers.

Alongside the gaming experience, all participants are eligible to win daily prizes provided by 12 Wonderful Indonesia Co-Branding partners.

Participating partners include Moorlife Indonesia, Imago Raw Honey, tiket.com, Grab, Aniwayang Desa Timun, Ma.ja Watch, HeHa Ocean View, Atourin, HSF Eyewear, Paxel, Kusuka, as well as Van Bloemen 1881 & Pramana Craft.

Participants with the highest in-game performance throughout the activation period will also qualify for the grand prize: all-inclusive travel packages to multiple tourist destinations across Indonesia.

Tourism and Private Sector Collaboration

The involvement of 12 partner brands demonstrates that tourism promotion is not solely the responsibility of government. Through the Wonderful Indonesia Co-Branding Program, private sector entities are engaged to massively expand the campaign's national reach.

All partners contributed branded products, services, and exclusive experiences to complement this digital initiative.

"We are confident that collaborations like this will strengthen the mutual connection between brands, the general public, and Indonesia's entire tourism ecosystem," stated Made.

This partnership also creates space for the public to discover domestic products and services that can enhance their real-world travel experiences.

Gamification as a Modern Tourism Promotion Method

Firnandi Gufron, Assistant Deputy for Tourism Marketing Strategy and Communications at the Ministry of Tourism, explained that adopting gamification is one key approach to make tourism messaging feel more engaging and interactive.

According to Gufron, this method can reach audiences — especially digital native users — in a light, enjoyable and non-intrusive manner.

"Through Pesona Panjat Pinang, we are introducing a new way for the public to celebrate independence, while interacting with Indonesia's tourism messaging through a pleasant digital experience," stated Firnandi.

The fully online format also removes all regional access restrictions. Participants can play the game entirely from their own personal devices, while receiving information on destinations, products, services and all experiences offered by the Wonderful Indonesia Co-Branding partners.

For the Ministry of Tourism, this model creates an opportunity to transform destination promotion from one-way information delivery, into an immersive experience that actively involves the public.

Open for Participation Until 20 August

Members of the public who wish to join Pesona Panjat Pinang and stand a chance to win all available prizes can access the game at pesonapanjatpinang.com for the full 14-20 August 2026 campaign period.

Winners will be officially announced on 26 August via the Ministry of Tourism's official Instagram account, @pesona.indonesia.

By combining digital gameplay, destination promotion and cross-brand collaboration, Pesona Panjat Pinang is the Ministry of Tourism's initiative to bring the spirit of national independence into digital spaces, while encouraging the public to explore the full range of domestic travel options available within Indonesia.