Malaysia is aiming for record numbers of Indonesian tourists, with 4.3 million arrivals targeted in 2025. For luxury malls, this market is more than just a source of footfall — it is a cornerstone of growth.

For Malaysian retail destinations, Indonesia is not only a luxury shopper market but also one of the most consistent sources of inbound tourists. Indonesian travellers not only arrive in large numbers each year, but they also stay longer, spend generously, and make shopping a central part of their travel experience.

Recognising this, shopping malls have been actively exploring cross-border media strategies to connect with Indonesian audiences and position themselves as must-visit destinations in Kuala Lumpur.

The Rising Wave of Indonesian Travellers

Indonesia is a key gateway market for Malaysia’s tourism economy, driven by:

• Proximity & accessibility – direct flights from Jakarta, Surabaya, Medan, Palembang (the most recent addition), and other cities.
• Cultural familiarity – language similarities and shared cultural ties.
• Shopping appeal – access to international brands, competitive pricing, and seasonal promotions.

Together, these factors make Indonesia one of Malaysia’s highest-impact markets for both tourism and retail spend. For luxury malls, the right cross-border media strategy ensures these visitors are engaged before, during, and after their trips.

What Indonesian Tourists Want in a Luxury Mall

Indonesian tourists seek more than just products; they want exclusive experiences. They are digital-first and actively research malls on platforms like TikTok and Instagram. Shopping is an integral part of their journey, woven into their itineraries alongside dining and entertainment.

To capture this demand, luxury malls must combine aspirational experiences with cross-border marketing campaigns that speak to Indonesian preferences and expectations.

Case Study: The Exchange TRX

For Malaysian retail destinations like The Exchange TRX, Indonesia is more than a luxury shopper market — it is one of the most consistent and valuable sources of inbound tourists. Indonesian visitors stay longer, spend generously, and place shopping at the centre of their travel experience.

Integrated Multi-Channel Strategy

To capture this demand, The Exchange TRX has developed an integrated cross-border media strategy targeting Indonesians before they fly. This includes:

• Google & Meta Ads: Visually rich, targeted campaigns showcase retail, dining, and entertainment offerings. These ads are specifically optimised with Bahasa Indonesia keywords and creative that resonates with the local culture, driving high-value traffic directly to their digital channels.
• Influencer collaborations: The mall partners with prominent Indonesian travel and lifestyle creators, who highlight TRX as a premier shopping hub. These influencers create authentic content—such as “a day at TRX” vlogs or “shopping haul” videos—that build trust and influence travel itineraries.

Strengthening Market Position

By blending precise targeting, authentic storytelling, and cultural relevance, The Exchange TRX is able to:

1. Build awareness among Indonesian travellers before arrival.
2. Influence itineraries so the mall becomes a must-visit destination.
3. Strengthen its reputation as a leading retail and lifestyle hub in Kuala Lumpur.

This demonstrates how cross-border media strategies can elevate a mall’s brand presence and ensure it is top of mind for high-value tourists.

Actionable Digital Media Strategies for Luxury Malls

Beyond case studies, malls looking to attract Indonesian tourists should implement the following:

• Aspirational Storytelling: Position your mall as a luxury lifestyle hub, not just a place to shop. Use high-quality visuals and compelling narratives to build brand desire.
• Localised SEO & Websites: Ensure your website is fully optimised in Bahasa Indonesia. This includes localised content, blog posts with relevant keywords (e.g., “brand-brand mewah di Kuala Lumpur” or “acara belanja di Malaysia”), and a seamless user experience for Indonesian visitors.
• Strategic Influencer Partnerships: Go beyond broad reach. Partner with micro-influencers and macro-influencers who specialise in luxury, family travel, or food and have a strong, engaged Indonesian following
• Highlight Premium Tourist Services: Promote special tourist rewards, such as a dedicated tourist privilege card offering exclusive discounts, VAT refund services, or access to VIP lounges.

When combined with cross-border media strategies, these efforts ensure malls engage Indonesian audiences at multiple touchpoints — from online planning to in-destination experiences.

Partnering with the Right Expertise

Indonesian travellers remain one of Malaysia’s most influential tourist groups. By adopting the right strategies, shopping malls can strengthen brand presence, influence travel decisions, and drive retail spend.

At Digital 38, we specialise in helping luxury malls and retail destinations execute cross-border media strategies in Indonesia, China, and beyond. From market insights to influencer partnerships and performance tracking, we ensure campaigns deliver measurable results.

Get in touch with Digital 38 today to explore how an integrated media agency approach can help your mall capture the attention — and spending power — of Indonesian tourists.