Indonesia Tourism Intensifies China Promotion To Boost Visitor Growth And Strengthen Bilateral Travel Ties In 2026

Published on December 30, 2025

Indonesia has initiated a stronger promotion campaign for tourism directed mostly toward Chinese tourists, which is a clear sign of a strong commitment to reinforce the tourism connection between Indonesia and China and to increase the number of visitors from the largest outbound market in the world. According to tourism officials, this strategy not only reflects the need to make the inbound tourism flows more diverse but also to take advantage of the rapidly recovering outbound travel demand from China to support Indonesia’s ambitious visitor targets for 2026.

Targeted Promotion in China: A New Tourism Growth Engine

Indonesia’s Ministry of Tourism and Creative Economy has renewed its efforts to present the archipelago’s tourism potential directly to Chinese tourists. According to media reports, Chinese‑language outlets in Indonesia are showcasing the country’s attractions and priority destinations to prospective Chinese travellers. These efforts include targeted presentations, collaborative events with travel agencies, and proactive engagement with tourism stakeholders in key Chinese source markets. Officials indicate that this bespoke marketing approach is designed to build stronger destination awareness and position Indonesia as a compelling alternative to other popular Asia‑Pacific destinations.

These initiatives align with the broader national tourism strategy outlined on the Wonderful Indonesia official travel portal, which highlights Indonesia’s diverse cultural and natural attractions from iconic heritage sites such as Borobudur to pristine beaches and nature‑rich regions across the archipelago. The campaign also reflects a commitment to expanding promotional outreach beyond traditional audiences and enhancing the country’s appeal to Chinese visitors in particular.

13 Priority Destinations: From Iconic Hubs to Hidden Gems

Central to Indonesia’s China‑focused tourism promotion is the spotlight on 13 priority destinations, selected to showcase the full breadth of the nation’s travel offerings. These destinations include established favourites and emerging hotspots that together present a compelling alternative to overcrowded itineraries concentrated on Bali and Java. Indonesian tourism officials have underscored that spreading visitor flows is essential for sustainable tourism growth and economic benefit across regions.

Among these, Indonesia’s super‑priority tourism destinations such as Lake Toba, Borobudur, Mandalika, Labuan Bajo, and Likupang have been continually promoted to international markets as part of a strategic push to diversify tourism and alleviate pressure on mainstay hubs. These destinations combine world‑class heritage, eco‑adventure, beach leisure, and cultural experiences that resonate with a broad spectrum of international travellers.

Strengthening Connectivity to Support Travel Demand

Improved flight connectivity between Indonesia and China has played a significant role in facilitating renewed travel demand. Expanded air links and easier access through key international gateways are enhancing travellers’ ability to explore Indonesia’s many islands and regions. Tourism analysts suggest that greater accessibility directly supports the broader promotional efforts by enabling seamless travel experiences that appeal to both leisure and niche market segments.

In addition, policy developments in Chinese transit regulations have shown progress in bilateral cooperation on travel facilitation, offering reciprocal benefits that may further smooth cross‑border movement in the future. These complementary measures are expected to strengthen overall tourism exchange and encourage more frequent travel between the two nations.

Bilateral Engagements and Business Matching Events

Beyond media campaigns, Indonesia has deepened its engagement with Chinese tourism industry partners through business matching events and collaborative forums. Previous initiatives such as the Wonderful Indonesia Business Matching (WIBM) in Beijing brought together Indonesian travel suppliers, hotel representatives, tour operators, and Chinese buyers to establish business relationships and foster tourism trade. Such engagements are seen as key drivers in creating structured pathways for Chinese travel distribution and China‑Indonesia tourism trade growth.

Officials in both countries have indirectly commented that these efforts are expected to pave the way for stronger bilateral ties in tourism, building confidence within the travel trade and encouraging a more sustained flow of visitors. Indonesian tourism authorities have also highlighted that strengthening these networks will help elevate Indonesia’s position within the competitive Southeast Asian travel landscape.

Economic Outlook: Visitor Growth and Sector Recovery

Indonesia’s tourism sector has experienced steady growth in recent years, with international arrivals rising as global travel rebounds post‑pandemic. Official projections target as many as 16 million foreign visitors for 2025, with strong contributions expected from key markets such as China. This places China among the most important source markets for Indonesia’s inbound tourism growth and underscores the significance of the promotional efforts in reaching new segments of outbound Chinese travellers.

Tourism commentators have highlighted that sustained promotion in China, combined with diversified destination development and improved visitor services, could yield long‑term benefits for Indonesia’s tourism economy. It is anticipated that Chinese travel interest will stimulate associated sectors such as hospitality, transport, cultural attractions, and small business ecosystems in tourism‑dependent regions.

Looking Ahead: Building Resilience and Partnerships

Indonesian experts say that putting money in promotion, digital engagement, and partnership models will be of utmost importance when the country starts to secure its tourism link with China. The tourism strategy of Indonesia focuses on creating new ideas, being environmentally friendly and promoting economic growth through inclusion in the first place which in turn means that the industry must reap the economic benefits without hurting the cultural and nature parts of the country. These changes will be made with richer travel experiences created which will appeal the most not only to Chinese tourists but also to other international travelers.