Indonesia has officially declared its tourism sector fully recovered from the pandemic and is now entering a new phase centred on quality, value and sustainability. The announcement was made in Cebu, Philippines, during the ASEAN Tourism Forum (ATF) and TRAVEX 2026 by Ni Made Ayu Marthini, Deputy Minister for Marketing at Indonesia’s Ministry of Tourism. She said national policy is no longer focused solely on increasing arrivals, but on experience-led travel supported by improved infrastructure, skilled human resources and digital innovation.
Recovery and 2023 performance
By late 2023, international travel to Indonesia had rebounded to pre-COVID levels. Nearly 14 million foreign visitors were recorded by November, placing the country on track to achieve its annual target of 14–15 million arrivals. Domestic travel expanded even faster, with around 1.1 billion trips made by Indonesian residents during the year.
Tourism’s economic impact also strengthened. The industry supported approximately 25.9 million jobs and contributed 3.96% to national GDP by the third quarter of 2023. Visitor engagement improved as well, with international travellers staying an average of 10.4 days — indicating deeper travel experiences rather than short, single-destination visits.
2024 outlook and targets
For 2024, the government has set more ambitious objectives under the Indonesia Quality Tourism Strategy. Authorities aim to attract 16–17 million international tourists, raise per-visitor spending and generate USD 22–24 billion in tourism foreign-exchange earnings. Domestic travel is projected to reach 1.18 billion trips, tourism employment to grow to 26.53 million jobs and the sector’s GDP share to rise to about 4.6%.
Strategic markets and digital transformation
Promotion efforts now focus on 15 priority markets. Malaysia and Singapore remain key sources due to proximity and strong air connectivity, while India and Saudi Arabia are identified as high-growth markets because of expanding outbound demand and improved flight links.
Digitalisation is central to the “Tourism 5.0” vision. In November 2023, the ministry launched “Maya” (Meticulous AI of Intelligence Indonesia), an AI-powered virtual travel companion that provides personalised recommendations and travel guidance. The platform has already attracted more than 600,000 users.
Destination development
The government is concentrating investment in selected destinations to maximise readiness and economic impact. Priority areas include Lake Toba in North Sumatra, the Riau Islands — especially Batam and Bintan — and Belitung Island. Traditional gateways such as Jakarta, Bali and Batam/Bintan still receive about 70% of international arrivals, but development continues in Borobudur, Mandalika, Labuan Bajo, Wakatobi, Raja Ampat and Morotai to distribute tourism benefits more evenly.
Experience-led tourism
Through the “Go Beyond Ordinary” campaign, Indonesia is placing visitor satisfaction and service quality at the core of tourism development. Initiatives include improved cleanliness and waste management, workforce training and expanded tourism products.
Wellness tourism is a major focus. Alongside Bali’s established spa sector, destinations such as Solo and Yogyakarta are introducing Javanese yoga and traditional healing therapies. Marine tourism remains a strong asset, highlighted by world-class diving locations including Raja Ampat and North Sulawesi, complemented by traditional phinisi liveaboard voyages.
Culinary tourism is also gaining importance. Ubud has been recognised by UN Tourism as a gastronomy prototype destination, while national programmes promote more than 3,000 regional recipes through festivals and curated food routes. Cultural tourism builds on Indonesia’s more than 700 ethnic traditions, supported by museum upgrades and textile heritage initiatives.
Inclusive tourism and events
Indonesia is expanding Muslim-friendly travel services across 15 provinces and developing tourism villages where local communities directly benefit from visitor spending. In 2023, the ministry supported 99 major events, including MICE gatherings, generating significant economic impact and supporting around 260,000 jobs.
Connectivity and regional cooperation
ASEAN remains Indonesia’s largest visitor base, particularly for repeat travel. Regional cooperation focuses on improving air connectivity and positioning Southeast Asia as a unified destination. While airline capacity has not yet fully returned to pre-pandemic levels, authorities are improving load factors and encouraging off-season travel.
To simplify entry procedures, the government introduced the “All Indonesia” application, integrating customs, health and immigration documentation into a single digital arrival platform.
Market strategies
Indonesia is also promoting travel beyond Bali through a “Bali +1” concept, encouraging visitors — particularly from India — to combine Bali with destinations such as Yogyakarta. Cooperation with Middle Eastern markets, including Egypt and Gulf countries, is also under consideration.
Overall, the Indonesia Quality Tourism Strategy represents a clear shift toward higher-value, experience-focused tourism, strengthening competitiveness while ensuring sustainable and inclusive growth across the archipelago.
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