Indonesia's tourism boom expands beyond Bali with new destinations and sustainable strategies
Bali newsBali12 min read
Indonesia is experiencing a significant tourism boom, moving beyond its traditional focus on Bali to develop new destinations and implement sustainable growth strategies. The country welcomed 15.39 million international tourists in 2025, a 10.7% year-on-year increase, generating approximately US$18.91 billion in foreign exchange earnings and supporting around 25.91 million jobs. Key to this expansion are priority destinations like Labuan Bajo, known for luxury adventure and Komodo National Park; Borobudur, promoting cultural and heritage tourism; Mandalika in Lombok, developing as a sports tourism hub; Lake Toba, focusing on nature-based tourism; and Likupang in North Sulawesi, targeting premium coastal tourism. The government is investing in infrastructure, including airports, roads, and ports, to improve connectivity for both international and domestic visitors. A core focus is sustainable tourism, aiming to protect natural resources and benefit local communities, particularly in island destinations. The "Wonderful Indonesia" campaign is expanding global reach, showcasing diverse experiences beyond beaches, such as luxury island holidays, cultural heritage, and eco-tourism. Domestic tourism also plays a crucial role, with 1.2 billion trips in 2025 providing stability and supporting local businesses. Digital transformation is enhancing the travel experience through online information, booking platforms, and smart destination management. This strategic development positions I
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