The bustling Atrium Utama of Royal Plaza Surabaya has transformed into a vibrant hub of faith, culture, and commerce as it hosts the much-anticipated CNN Indonesia-CIMB Niaga Syariah Islamic Travel Connect exhibition. Entering its second and subsequent days, the four-day event—running from Friday, September 25, through Sunday, September 27—has successfully drawn massive crowds of prospective pilgrims, travel enthusiasts, and members of the general public seeking comprehensive religious travel solutions.
Combining spiritual enrichment through Islamic lectures, expert travel agency talks, interactive podcasts, and attractive financial incentives, the exhibition serves as a strategic bridge connecting Indonesian Muslims with trusted providers of Hajj and Umrah pilgrimages. Against the backdrop of a rapidly rebounding global religious tourism sector following years of post-pandemic adjustments, events of this scale play a critical role in educating consumers, ensuring transaction safety, and offering unprecedented financial accessibility.
A Packed Chronology of Spiritual and Commercial Engagement
The second day of the exhibition on Friday, September 25, set an energetic tone right from the afternoon. Following congregational Friday prayers, visitors gathered around the main stage for an insightful Islamic spiritual lecture delivered by Ustaz Heru Kusumahadi. The session provided attendees with foundational spiritual guidance regarding the profound significance of undertaking journeys to the Holy Land, framing travel not merely as a vacation or physical transit, but as an essential spiritual endeavor.
As the afternoon progressed, the atmosphere shifted to blend lifestyle and commerce. Visitors were treated to a captivating live coffee-brewing art performance, which added a modern, community-oriented touch to the traditional exhibition setting. This was immediately followed by a series of high-profile travel agency talk shows featuring prominent industry players such as Mahyaa, Persada Indonesia, and Ziarah Hati. Representatives from these agencies shared vital insights regarding current visa regulations, accommodation updates in Mecca and Medina, and logistical preparations for the upcoming pilgrimage seasons.
As evening descended, Bin Dawood Tour and Travel took center stage to conduct an interactive presentation detailing their flagship pilgrimage packages. The Friday evening itinerary concluded on a high note with a lively musical performance, ensuring that visitors remained engaged well into mall closing hours.
The momentum carried seamlessly into the third day, Saturday, September 26, which catered to weekend crowds. The afternoon featured another profound spiritual discourse led by Ustaz Moch Marzuki Imran. Simultaneously, the main stage hosted a live recording session of the popular podcast Panglima Ekspres, drawing younger demographics and digitally savvy travelers. Throughout the day, a succession of reputable travel bureaus—including Saudaraku, Zafir, NH Travel, and Arminareka—took turns presenting tailored Umrah and Hajj packages designed to accommodate various budget tiers.
Adding substantial value to the Saturday schedule, CIMB Niaga Syariah hosted an exclusive one-hour financial advisory session during the late afternoon. This segment educated prospective travelers on efficient financial planning, Sharia-compliant savings accounts, and digital banking tools designed specifically for international travel. The Saturday event wrapped up with an entertaining musical performance by Gendis Band.
The grand finale of the exhibition unfolds on Sunday, September 27. The final day’s agenda is structured to accommodate closing ceremonies while maximizing consumer engagement. Spiritual lectures by Ustaz Fathurrahman Masrukan open the day’s intellectual discourse, followed by final round table discussions and travel presentations featuring CIMB Niaga Syariah alongside travel partners Saudaraku, Shafira, Mahyaa, and Allia. A repeat session of the Panglima Ekspres podcast occupies the midday slot, leading up to the official closing ceremony scheduled for Sunday evening between 20.00 and 21.00 Western Indonesia Time (WIB).
Exclusive Financial Incentives and Strategic Partnerships
At the core of the Islamic Travel Connect exhibition is a powerful synergy between media advocacy and Islamic banking excellence. Miza Apri Dora, Branch Area Head of CIMB Niaga Syariah for East Java, Kalimantan, and Eastern Indonesia, emphasized that the banking institution purposefully curated elite financial programs exclusively for the duration of the event. These initiatives aim to alleviate the financial barriers often associated with international religious travel.
According to Miza, one of the most compelling highlights of the exhibition is the direct price reduction offered for special Hajj registrations. "We can provide discounts of up to Rp3 million for special Hajj programs," Miza stated during the opening ceremony of the exhibition in Surabaya.
Furthermore, prospective pilgrims planning to undertake the Umrah pilgrimage are granted substantial cost-relief measures. CIMB Niaga Syariah has authorized tiered discounts for consumers who purchase tour packages utilizing dedicated CIMB Niaga Sharia card payment facilities. "We can also provide up to Rp2 million for Umrah programs through the tour and travel agencies present here. Plus, we can provide additional discounts of up to Rp4 million for combined purchases of Umrah and Hajj packages using CIMB Niaga’s Sharia cards," she elaborated.
Beyond travel-specific discounts, the organizing committee implemented consumer-centric perks to enhance the overall visitor experience at Royal Plaza. Recognizing that large exhibitions involve extended hours of browsing and consulting, the organizers introduced financial rebates within the culinary zones of the venue. "We are also providing a 50 percent cashback for transactions at the various food and beverage tenants participating in and enlivening this event," Miza added.
Analyzing the Economic and Social Implications
The strategic timing and execution of the Islamic Travel Connect exhibition reflect broader macroeconomic trends in Indonesia’s religious tourism landscape. As the world’s largest Muslim-majority nation, Indonesia consistently generates one of the highest volumes of Hajj and Umrah pilgrims globally. However, the travel ecosystem has experienced structural shifts, with consumers demanding higher transparency, greater legal security, and flexible financing options to protect against economic uncertainties.
Industry analysts note that expos bridging Islamic financial institutions and certified travel bureaus play a vital triple role: consumer protection, financial literacy enhancement, and market stimulation. By collaborating with verified travel agencies—all vetted to comply with regulatory standards set by the Ministry of Religious Affairs—events like Islamic Travel Connect mitigate the risk of fraudulent travel operations, a historical issue that has occasionally plagued the Indonesian pilgrimage sector.
Moreover, the integration of Sharia-compliant financing directly addresses the liquidity challenges faced by many families. Traditional saving methods for religious travel often take years, but structured installment plans, cashback incentives, and card-based rebates introduced by institutions like CIMB Niaga Syariah accelerate realization timelines for prospective travelers. This not only boosts the revenue streams of participating travel agencies but also stimulates local economic activity within supporting sectors, including hospitality, logistics, and culinary enterprises.
Broadening Horizons for Future Pilgrims
As the four-day exhibition draws to its official close, organizers, participating agencies, and financial partners express optimism regarding the long-term impact of the event. The high foot traffic recorded across all four days at Royal Plaza Surabaya demonstrates sustained public interest in religious tourism, defying broader economic cautiousness.
Through the harmonization of spiritual enlightenment, transparent travel consultations, and robust financial solutions, the CNN Indonesia-CIMB Niaga Syariah Islamic Travel Connect has established a benchmark for future consumer expos in the region.
"We hope that through this collaboration between CNN and CIMB Niaga Syariah at the Islamic Travel Connect, we can deliver substantive benefits to all stakeholders, especially prospective pilgrims seeking the best services for their journeys to the Holy Land, while providing ease of access and Sharia financial services in alignment with the spirit of CIMB Niaga Syariah," Miza concluded.
Ultimately, the event underscores a shared commitment to empowering Indonesian Muslims. By making sacred journeys more accessible, transparent, and financially manageable, the exhibition fulfills a vital social mission: ensuring that the deeply cherished dream of visiting the Holy Land remains within reach for every dedicated believer.
