Indonesia Targets Growth In Saudi Arabian Tourism During Hajj Season, Offering Unique Cultural And Wellness Experiences

Published on November 22, 2025

Indonesia is focusing on expanding its tourism market by targeting Saudi Arabian travelers during the Hajj season, offering them exclusive cultural and wellness experiences. This strategic move aims to capitalize on the high spending power of Saudi visitors, who typically seek luxury and unique travel opportunities. By aligning with the interests of Saudi tourists and promoting Indonesia’s diverse offerings, the country hopes to boost its tourism revenue and strengthen ties with the Gulf region.

The Indonesian Ministry of Tourism is focusing on attracting more visitors from Saudi Arabia, viewing the Gulf state as a promising source of tourists for a wide range of destinations across the archipelago. As part of a broader strategy to boost the country’s tourism sector, the ministry is targeting Saudi Arabia’s affluent market, leveraging both the high spending power of Saudi travelers and the growing demand for luxury and unique travel experiences in Indonesia.

The Deputy for Marketing of the Ministry of Tourism emphasized the importance of the Saudi market and shared that their strategy includes promoting Indonesia’s tourism offerings during the Hajj pilgrimage seasons. This presents an ideal opportunity to attract Saudi visitors, many of whom travel for religious purposes but are also keen to explore other destinations once their pilgrimage is complete.

Saudi Arabian travelers are known for their significant purchasing power, and this demographic is particularly interested in high-end products and services. This trend presents a valuable opportunity for Indonesia, especially in luxury tourism, to increase revenue from Saudi visitors. With a demand for upscale experiences, luxury accommodations, and fine dining, Indonesia is well-positioned to cater to these needs. Moreover, these tourists are often willing to spend on unique experiences, including wellness-focused tourism, which has been growing in popularity. For Indonesia, this market is crucial not only for driving immediate tourism revenue but also for positioning itself as a premium destination in the global travel landscape.

The Association of Indonesian Tourist Travel Agencies (ASITA) has also recognized the potential of the Saudi Arabian market. According to the association, Saudi visitors tend to stay longer compared to other tourists, which helps generate more revenue over time. These visitors are particularly attracted to Indonesia’s natural landscapes, with many preferring to visit destinations that offer a mix of nature, tranquility, and cultural experiences. In addition to their interest in nature-based tourism, Saudi tourists also show a keen interest in health-oriented experiences, such as wellness retreats and spa tourism, which have become significant segments of Indonesia’s tourism sector.

Indonesia’s natural attractions, such as its pristine beaches, mountain resorts, and sprawling forests, are ideal for Saudi tourists seeking family-friendly destinations. The allure of Indonesia’s rich cultural heritage, coupled with its diverse flora and fauna, further strengthens the country’s appeal as a family destination. From Bali’s famed resorts to the cultural richness of Yogyakarta and the natural beauty of Lombok, Indonesia’s tourism offerings provide a wide range of options for Saudi visitors seeking both relaxation and adventure.

The latest statistics from Statistics Indonesia (BPS) reveal that 135,643 Saudi tourists visited the country in 2024. While this number represents a substantial market, it is still lower than the 157,512 Saudi visitors recorded in 2019, the year before the pandemic. This drop in numbers highlights the challenges Indonesia has faced in maintaining its tourism flow from Saudi Arabia and other countries, as the global tourism industry slowly recovers from the effects of COVID-19. However, the Ministry of Tourism remains optimistic about the market’s potential and has laid out a strategy to recover and surpass pre-pandemic tourism figures.

In an effort to reinvigorate the Saudi tourist market, the Indonesian Ministry of Tourism has taken steps to foster closer ties with Saudi Arabia through diplomatic channels. A significant meeting took place on November 8, 2025, between Indonesia’s Tourism Minister and the Saudi Tourism Minister in Riyadh. This meeting focused on deepening bilateral cooperation, with the two countries discussing the potential for increasing tourist exchanges between Saudi Arabia and Indonesia. Both parties highlighted the importance of tourism as a tool for enhancing diplomatic relations and boosting economic cooperation.

The goal of this meeting was to establish a framework that facilitates easier travel for Saudi visitors, including streamlined visa processes and collaborative marketing efforts. By strengthening the relationship between the two nations, the Indonesian government hopes to make it easier for Saudi travelers to explore Indonesia’s rich offerings. Moreover, both parties have agreed to explore joint marketing campaigns that will highlight the natural beauty, cultural richness, and luxury tourism experiences available in Indonesia.

In addition to luxury tourism, Indonesia is also focusing on promoting its culinary tourism. Saudi travelers are showing a growing interest in unique culinary experiences, with many looking to explore new flavors and dining options. Indonesia, with its rich food culture and diverse regional dishes, is well-positioned to meet this demand. From street food tours to fine dining experiences in Jakarta and Bali, the country’s culinary tourism scene offers a variety of options that appeal to high-end travelers looking for authentic and memorable food experiences.

The focus on the Saudi market is part of Indonesia’s broader strategy to rebuild its tourism industry following the disruptions caused by the pandemic. With tourism being a significant contributor to Indonesia’s economy, attracting tourists from wealthier nations like Saudi Arabia is seen as a key strategy for generating economic recovery. As international travel resumes and tourism flows increase, the country is positioning itself to tap into high-value markets and ensure that the tourism sector can contribute to long-term economic growth.

Indonesia is targeting Saudi Arabian tourists during the Hajj season by offering exclusive cultural and wellness experiences, aiming to attract high-spending visitors and boost tourism revenue. This initiative aligns with the growing demand for luxury and unique travel experiences among Saudi travelers.

Saudi Arabia presents a promising market for Indonesia, offering significant potential for growth in both luxury and wellness tourism. With its high-spending travelers, growing interest in natural and family-friendly destinations, and demand for unique cultural and culinary experiences, Saudi Arabia offers a strong foundation for Indonesia’s tourism recovery. By focusing on enhancing diplomatic ties, promoting tailored travel experiences, and improving access to key destinations, Indonesia aims to attract more Saudi visitors and capitalize on this high-potential market.