Indonesia Expands China Tourism Market Through Sales Missions

RRI.CO.ID, Jakarta - Indonesia’s Ministry of Tourism is expanding access to the Chinese outbound tourism market through a series of Sales Mission events held in Shanghai on May 22, 2026, and Guangzhou on May 25, 2026.

Deputy for Tourism Marketing, Ni Made Ayu Marthini, said the Sales Mission program is one of the ministry’s flagship initiatives to promote quality tourism by showcasing Indonesia’s leading tourism products and experiences, including marine tourism and wellness tourism.

“This Sales Mission is part of the Ministry of Tourism’s efforts to strengthen the Wonderful Indonesia campaign in the Chinese market while expanding business networks between tourism industry players from both countries. We hope this activity will help increase Chinese tourist arrivals to Indonesia,” Marthini said in a statement on Tuesday, June 2, 2026.

The Sales Mission events in Shanghai and Guangzhou were attended by 14 curated Indonesian tourism industry representatives, including travel agencies, tour operators, accommodation providers, and tourism attraction managers with a strong focus on the Chinese market.

Through the Wonderful Indonesia: Go Beyond Ordinary campaign, the Ministry promoted a range of leading destinations, including Bali, Lombok, Surabaya, and Jakarta. Special-interest tourism products were also highlighted, including wellness tourism, marine tourism, cultural tourism, and nature-based tourism.

“The Sales Mission serves as an important platform to expand Indonesia’s tourism business network with Chinese industry partners through business-to-business meetings that bring together tourism stakeholders from both countries,” Marthini explained.

In the accommodation sector, Indonesia showcased leading hospitality brands, including AYANA Komodo Waecicu Beach, AYANA Resort Bali, Kappa Sense Ubud, The Mulia Resorts & Villas, Somewhere Lombok, Seven Secrets Resort Lombok, Four Seasons Resort Bali, and Puri Bagus Lovina.

Meanwhile, participating travel and attraction companies included PT Wahyu Mandiri Tour, New Bidadari Tour, Alexandra Bali Tour, Penjor Tours Bali, Alas Harum Bali, and The Yoga Barn. They offered travel packages covering Indonesia’s priority and regenerative tourism destinations.

The events featured tabletop business meetings and networking sessions connecting potential buyers with Indonesian tourism industry representatives. The forum is expected to generate new business opportunities and strengthen concrete cooperation between tourism stakeholders from Indonesia and China.

The Sales Mission was also supported by collaboration partners including Papatonk, Milkita, Kapal Api, Indomie, and Rusto's Tempeh. Their participation forms part of the Ministry’s collaborative marketing strategy to strengthen Indonesia’s international tourism promotion through synergies among national flagship products.

The initiative was also carried out in collaboration with the Indonesian Consulates General in Shanghai and Guangzhou to reinforce Indonesia’s tourism promotion efforts in China.

Marthini noted that China remains one of Indonesia’s priority tourism markets with enormous visitor potential. In 2025, Indonesia welcomed 1.34 million Chinese visitors, making China the fourth-largest source of international tourists after Singapore, Malaysia, and India.

For 2026, the Ministry is targeting between 1.56 million and 1.73 million Chinese tourist arrivals. As of March 2026, Chinese arrivals had reached 357,740 visits, representing a 25.1 percent increase compared to 285,025 visits during the same period in 2025.

This growth has also been supported by stronger air connectivity between Indonesia and China. Shanghai and Guangzhou serve as key departure hubs for Chinese travelers heading to various Indonesian destinations.

“Direct flights from multiple cities in China to destinations such as Bali, Jakarta, Surabaya, and Manado continue to show positive growth as demand for travel to Indonesia increases,” Marthini said.

Through stronger promotion, expanded business networks, and improved connectivity, the Ministry remains optimistic that China will continue to be a major driver of international tourist arrivals while contributing to the development of a high-quality, competitive, and sustainable tourism sector.

The Sales Missions in Shanghai and Guangzhou generated 12,336 potential travelers, potential transactions worth US$6.17 million (approximately Rp109.17 billion), and potential foreign exchange earnings of US$14.96 million (approximately Rp264.8 billion).