School holidays mark the period when books are closed, and the doors to adventure open wide. For students, it is a time to break free from the school routine and pursue recreational activities that can be enjoyed with family or friends. Out-of-town trips, visits to tourist attractions, or even just a staycation at home become integral parts of the school holiday experience.

The surge in tourist visits during school holidays provides a significant boost to the tourism sector in Indonesia. Recent data from the Ministry of Tourism shows that during school holidays, there is a peak in domestic tourist visits. Popular tourist destinations like Bali, Yogyakarta, and Lombok become magnets for tourists during this period. This increase not only boosts revenue from the tourism sector but also creates new business opportunities for micro, small, and medium enterprises (MSMEs).

The influx of tourists during this period increases the demand for local tourism products and services, such as souvenirs, accommodation, and culinary delights. MSMEs in the tourism sector can leverage this momentum to increase their revenue and expand their business networks. Thus, school holidays not only serve as recreational moments but also act as drivers of local economic growth by empowering MSMEs in tourist destinations.

Here are the impacts of school holidays on Micro, Small, and Medium Enterprises (MSMEs) in the Tourism Sector:

Souvenir Shops

According to data from the Indonesian Ministry of Tourism, during the 2023 school holidays, sales of souvenirs in major tourist destinations like Bali, Yogyakarta, and Lombok increased by 25% compared to non-holiday periods. This indicates that school holidays provide a significant boost for local souvenir shops, with a surge in demand creating growth opportunities for MSMEs in this sector.

Accommodation

Data from the Indonesian Hotel and Restaurant Association (PHRI) shows that during the 2023 school holidays, hotel occupancy rates in major tourist destinations rose by 30% compared to the previous period. This reflects an increased demand for accommodation during school holidays, presenting significant opportunities for MSMEs in the accommodation sector to enhance their revenue.

Culinary

According to a survey by the Indonesian Restaurant and Food Entrepreneurs Association (APRINDO), sales of food and beverages in local restaurants, eateries, and cafes during the 2023 school holidays increased by up to 35% compared to non-holiday periods. This demonstrates that tourists tend to seek local culinary experiences during school holidays, creating significant growth opportunities for MSMEs in the culinary sector.

Local Tourism Services

Data from the Central Statistics Agency (BPS) shows that during the 2023 school holidays, the number of tourists using local tour services and recreational activities increased by 40% in major tourist destinations. This indicates a rising demand for local tourism services during school holidays, providing an additional boost for MSMEs in this sector.

Based on the data, some aspects can be explored further:

The Impact of School Holidays on Local Tourism

This includes how school holidays affect the number of tourist visits to local destinations, whether there is an increase in tourist activity during the holiday period, and what the preferences and needs of tourists are during this time.

The Impact of School Holidays on Local Economy

Such as how the increase in tourist visits during school holidays affects the revenue of MSMEs in the tourism sector, whether there is new business growth or product diversification, and its impact on the well-being of the local community.

Opinions and perceptions of the community itself about the impact of school holidays on daily life and the local economy are also important aspects that can be explored further.

To address all aspects, we can use the right data collection methods:

• FGD (Focus Group Discussion):

Gathering a group of people to discuss their experiences and perceptions about school holidays. This can provide in-depth insights into the preferences, expectations, and needs of tourists during school holidays.                                                                                                                                                                                                         

• IDI (In-depth Interview):

Conducting in-depth interviews with local stakeholders, such as tourism business owners, souvenir traders, and other local community members. This can provide a deeper understanding of the direct and indirect impacts of school holidays on the local economy.

• Online Surveys:

Distributing online surveys to tourists who visit during school holidays to obtain quantitative data on their preferences, expenditures, and satisfaction levels with local services and products.

With this data, it is evident that school holidays have a significant impact on MSMEs in the tourism sector. The surge in tourist visits during this period creates substantial opportunities for MSMEs to increase their revenue, expand their businesses, and contribute to local economic growth. Therefore, continuous support from the government and other stakeholders is crucial to help MSMEs harness the full potential of school holidays.

Understanding the behavior and characteristics of families during school holidays can provide valuable insights for the tourism industry. Appropriate market research can help identify the needs and preferences of tourists, as well as develop effective strategies to enhance customer satisfaction and maximize revenue.

Clove Research & Marketing Analytics can assist the tourism industry by providing comprehensive market research services. Using appropriate research methods such as surveys, FGDs, in-depth interviews, and direct observations, Clove Research & Marketing Analytics can provide relevant data and in-depth analysis for better decision-making.