Special treatment program offers discounts and digital payments for border-region tourists

Indonesia’s Riau Islands and Malaysia’s Johor have launched a tourism incentive initiative called JIWA, enhancing regional travel experiences and symbolizing deeper economic and cultural integration between two neighboring regions.

A Platform to Unite Border Communities

On May 17, 2025, the Indonesian Consulate General in Johor Bahru and the Riau Islands Provincial Government officially launched the Jiran Istimewa (JIWA) program at the Asita–BCA Travel Fair in Batam. JIWA, meaning “Special Neighbors,” is a cross-border tourism platform that connects industry players from Kepri and Johor to offer exclusive incentives to travelers from both regions.

The launch was marked by the presence of Indonesian Consul General Sigit Suryantoro Widiyanto and Riau Islands Vice Governor Nyanyang Haris Pratamura, who jointly emphasized JIWA as a model of bilateral cooperation between close neighbors.

Incentives for Tourists on Both Sides

Under the Special Border Treatment (SBT) framework, JIWA offers 10–30% discounts at participating hotels, restaurants, and attractions. Kepri residents who visit Johor and Johor residents traveling to Kepri can access these benefits by simply presenting their KTP (ID card) or Johor resident card.

Notable Kepri participants include Batam View Beach Resort, Nagoya Mansion Hotel, and Aston Inn Gideon Batam, while Johor contributors feature Sabak Awor Resort, Chariton Hotels, and Sem9 Hotel Senai. As of the launch, over 30 tourism businesses have joined the initiative, with membership expected to grow.

Strengthening Historical and Cultural Bonds

Consul General Sigit noted that Kepri and Johor share deep historical and cultural ties, making the program a natural evolution in regional diplomacy. “JIWA reflects our enduring relationship and mutual aspirations to promote cross-border growth,” Sigit said in his speech. He encouraged more tourism stakeholders to join and make the program a long-term success.

Vice Governor Nyanyang also praised the initiative, calling it “an extraordinary platform” to support the region’s tourism rebound. He expressed hope that the program would help the province achieve its target of 2.9 million tourist arrivals, following a period of global travel disruption.

Digital Payments Bridge Economic Borders

Beyond discounts, JIWA is also promoting digital integration through cross-border payment systems. Tourists from Johor can now use Malaysia’s DuitNow app while in Kepri, and Kepri residents can make payments in Johor using Indonesian QRIS-based applications. This seamless payment infrastructure removes transactional friction, making it easier for visitors to explore and spend.

The financial integration aligns with broader ASEAN objectives to harmonize digital economies and boost regional tourism through smart, inclusive financial technologies.

A Replicable Model for ASEAN

JIWA is not just a tourism program—it’s a symbol of economic integration and soft diplomacy in action. By enabling special incentives, simplifying payments, and encouraging cross-border engagement, it showcases how neighboring regions can work together to create mutually beneficial ecosystems. Its model may inspire similar frameworks in other ASEAN border areas, fostering community-level collaboration and boosting local economies.

This cooperative spirit reflects ASEAN’s vision of a connected, inclusive, and resilient region, where shared culture and proximity are transformed into shared prosperity.

The JIWA program exemplifies how strategic tourism collaborations can serve as powerful tools for regional integration. By incentivizing travel and facilitating cross-border spending, Kepri and Johor are not only boosting their local economies but also deepening their social and cultural ties.

As ASEAN continues to prioritize economic harmonization and regional mobility, initiatives like JIWA offer a blueprint for sustainable, community-driven development that bridges nations through shared values and opportunities.

Sources: Info Publik (2025), Tempo (2025)

Keywords: Riau Islands Tourism, Johor Travel, JIWA Platform, Indonesia Malaysia Program, Border Tourism, Cross Border Incentives