Indonesia’s Tourism Campaign Targets China: Explore Exciting New Destinations

Published on December 30, 2025

Indonesia is significantly enhancing its tourism promotion efforts in the Chinese market, aiming to attract more visitors and diversify inbound tourism beyond the country’s well-established tourist hubs. According to a recent report by Harian Indonesia, Indonesian tourism authorities are actively marketing 13 priority destinations, showcasing the country’s diverse offerings to Chinese travelers. With China being one of the largest sources of international tourists for Indonesia, the move is part of a broader strategy to tap into this market’s growing demand for travel experiences.

Targeting New Tourist Markets in China

China has long been a key source of visitors to Indonesia, with tourists drawn to the country’s beaches, cultural landmarks, and vibrant cities. However, in recent years, Indonesia has sought to expand its tourism offerings beyond traditional hotspots like Bali, Jakarta, and Yogyakarta. The 13 priority destinations being promoted to Chinese travelers include lesser-known regions with rich cultural, natural, and historical significance, which offer a different experience from the typical tourist spots.

Among the regions receiving increased promotional efforts are Sumatra, Lombok, and North Sulawesi, as well as emerging areas such as Labuan Bajo in East Nusa Tenggara, famous for its proximity to Komodo National Park and its stunning marine biodiversity. These locations are being highlighted in marketing campaigns, including digital advertisements, travel fairs, and direct outreach through travel agencies and tour operators, to position Indonesia as a diverse and attractive destination for Chinese tourists.

By expanding their focus to these secondary destinations, Indonesia hopes to reduce the overconcentration of tourists in the more established areas and distribute the economic benefits of tourism more evenly across the country. This will also allow travelers to experience the broader cultural and natural beauty Indonesia has to offer, which can help elevate the country’s image as a year-round destination.

Growing Chinese Interest in Indonesia

Tourism to Indonesia from China has been steadily increasing, and with direct flight connections expanding and visa facilitation programs in place, the flow of visitors is expected to grow even further. According to the Indonesian Ministry of Tourism and Creative Economy, Chinese tourist arrivals in 2025 are projected to rise significantly, with an increased interest in regional and adventure tourism.

The growing Chinese middle class, along with greater disposable income, has led to an uptick in outbound travel. With this demographic seeking both cultural experiences and natural beauty, Indonesia’s diverse attractions are well-positioned to meet this demand. As part of its promotional strategy, Indonesia is emphasizing both its cultural heritage and its natural resources, such as tropical rainforests, volcanoes, and coral reefs, which align well with Chinese tourists’ evolving interests.

Indonesia’s 13 Priority Destinations

To effectively market the 13 destinations, Indonesian tourism authorities are emphasizing the unique features of each region. Sumatra, for example, is being promoted for its wildlife, including orangutans in the Bukit Lawang rainforest, while Lombok is gaining recognition for its pristine beaches and the iconic Mount Rinjani for trekkers and nature lovers.

In North Sulawesi, the famous Bunaken Marine Park is being highlighted as a top destination for scuba diving, attracting marine life enthusiasts and adventure travelers. Labuan Bajo, the gateway to Komodo National Park, is positioned as a prime location for those seeking unique wildlife experiences, such as seeing the Komodo dragons, along with opportunities for diving and island hopping.

Other regions, such as Bali’s lesser-known Ubud and West Java’s cultural heart, are also being promoted, offering a mix of natural beauty, historical landmarks, and vibrant local culture. As part of its outreach, Indonesia’s tourism campaigns are leveraging social media, collaborations with influencers, and travel agencies in China to spread the message about these emerging destinations.

Tourism Infrastructure and Connectivity

Indonesia is also working on improving its tourism infrastructure to accommodate the growing number of Chinese visitors. This includes the expansion of airports and road networks in key tourist areas, as well as the development of more eco-friendly accommodations to meet the demands of environmentally conscious travelers.

Several airports, including those in Yogyakarta, Surabaya, and Labuan Bajo, are undergoing expansions to handle increased international traffic, particularly from China. Moreover, Indonesia is actively collaborating with airlines to offer more direct flight routes from major Chinese cities, such as Beijing, Shanghai, and Guangzhou, to various destinations in Indonesia. This increased connectivity is essential in driving up the number of visitors and making travel more convenient.

Marketing and Digital Strategy

In response to the rapid digitalization of the travel industry, Indonesian tourism authorities have placed a strong emphasis on digital marketing campaigns targeting Chinese consumers. Platforms like WeChat, Weibo, and TikTok are being used to reach a younger, tech-savvy audience, showcasing the rich diversity of experiences available in Indonesia.

Online travel agencies and influencers also play a significant role in spreading awareness of Indonesia’s emerging destinations. These platforms not only help promote the beauty of the islands and their attractions but also provide Chinese tourists with up-to-date information on travel packages, visa policies, and accommodations, making it easier for them to plan their trips.

Looking Ahead: A Strong Future for Indonesian Tourism

As the tourism sector continues to grow, Indonesia’s focus on expanding its appeal to Chinese tourists is paying off. With the emphasis on diversifying the types of tourism offered and improving accessibility to emerging destinations, the future looks bright for Indonesia’s tourism industry. The 13 priority destinations, combined with ongoing efforts to improve infrastructure and marketing, will ensure that Indonesia remains a top choice for Chinese travelers in the coming years.

With tourism playing a crucial role in Indonesia’s economic development, the country is well-positioned to leverage its rich cultural and natural offerings to attract more international visitors. By reaching out to new markets and highlighting a range of destinations, Indonesia is setting itself up for long-term success in the global tourism sector.

Conclusion

The increase in tourism from China to Indonesia, particularly to the 13 emerging destinations, signals the country’s rising prominence as a tourism hub in Southeast Asia. With targeted promotional campaigns, improved infrastructure, and a diverse range of travel experiences, Indonesia is poised to continue attracting Chinese tourists, contributing to the country’s tourism growth and economic development in 2025 and beyond.