About the Campaign
In partnership with local businesses and the Ministry of Tourism, Commerce and Industry, USAID’s Tourism For All Project launched a campaign to promote domestic tourism under the banner “Ha’u-nia Timor-Leste” (My Timor-Leste). The campaign aims to inspire the public to support local businesses by becoming tourists in their own country: eating at a favourite restaurant, taking a road trip, going diving or just enjoying a cup of local coffee made by an expert barista. People are encouraged to show their support by taking photos of their experiences, beauty spots, cultural and historical places and wildlife, using the hashtag #HauNiaTimorLeste when they share them on social media, to help get the word out to family and friends.
The campaign was launched at a series of events to celebrate World Tourism Day, including a 5-day Domestic Tourism Expo with informative presentations from tourism associations and industry professionals, and a Tourism Fair, giving businesses the opportunity to offer special packages directly to the public.
Why Domestic Tourism Matters
With international borders closed due to COVID-19, domestic tourism emerged as a critical lifeline for Timor-Leste’s tourism businesses and their employees. By shifting the focus to local travellers — the 1.3 million people who already call Timor-Leste home — the campaign sought to keep money circulating in the local economy and keep tourism businesses afloat during an unprecedented global crisis.
The #HauNiaTimorLeste hashtag quickly gained traction on social media, with Timorese sharing photos of their favourite beaches, coffee farms, waterfalls, and cultural sites. For many, it was the first time they had thought of themselves as tourists in their own country — a shift in perspective that the campaign deliberately set out to achieve.
Beyond COVID-19 recovery, domestic tourism has enduring value for Timor-Leste. When local people explore and take pride in their own country’s attractions, they become ambassadors for their communities and create the conditions for a sustainable, community-centred tourism industry over the long term.