Indonesia Targets 1.72M Chinese Tourists After China Push

RRI.CO.ID, Jakarta - The Indonesian Ministry of Tourism is aggressively targeting a surge in high-spending Chinese travelers. The ministry projects up to 1.72 million arrivals this year following a highly successful marketing blitz in mainland China.

The strategic push is anchored by a newly completed dual-city sales mission in Shanghai and Guangzhou. The mission successfully locked in over IDR 109 billion (USD 6.17 million) in potential transactions and is expected to generate IDR 264.8 billion (USD 14.96 million) in foreign exchange revenue.

Instead of focusing solely on traditional mass tourism, the ministry is leveraging its refreshed Wonderful Indonesia Go Beyond Ordinary campaign to capture niche, high-value markets.

The promotional roadshows took place in Shanghai on May 22 and Guangzhou on May 25. The events showcased premium travel experiences, including marine tourism and luxury wellness retreats, across core destinations such as Bali, Lombok, Surabaya, and Jakarta.

The diplomatic and commercial effort successfully generated 12,336 potential passenger bookings. This was achieved by connecting Indonesian hospitality players directly with Chinese buyers through high-stakes table-top meetings and corporate networking sessions.

The Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, highlighted the long-term vision of these tailored business forums.

This sales mission is the Ministry of Tourism's effort to strengthen the promotion of Wonderful Indonesia in the Chinese market while expanding business networks between tourism industry players in both countries.

“We hope this activity will encourage more Chinese tourist visits to Indonesia," said Ni Made Ayu Marthini in an official release confirmed in Jakarta on Wednesday, June 3, 2026.

This targeted approach comes on the heels of a massive post-pandemic rebound in aviation infrastructure. Expanding direct flight routes connecting primary Chinese hubs to diverse Indonesian entry points like Jakarta, Bali, Surabaya, and Manado have made the archipelago vastly more accessible.

"Currently, direct flights from various cities in China to destinations in Indonesia, such as Bali, Jakarta, Surabaya, and Manado, continue to show positive growth, along with the increasing demand for tourism to Indonesia," added Made, as quoted by Antara.

The market momentum is already heavily in Indonesia's favor. China closed out 2025 as Indonesia’s fourth-largest tourism source market, drawing more than 1.34 million visitors.

The acceleration has continued rapidly into the current year, with first-quarter data through March 2026 showing 357,740 Chinese arrivals. This represents a roaring 25.1 percent increase compared to the 285,025 arrivals recorded during the same period last year.

To maximize the impact of the roadshows, the Ministry of Tourism deployed a collaborative marketing strategy. This involved partnering with iconic Indonesian consumer brands abroad, including Papatonk, Milkita, Kapal Api, Indomie, and Rusto’s Tempeh.

The initiative was executed in close coordination with the Consulates General of the Republic of Indonesia in both Shanghai and Guangzhou, ensuring strong diplomatic backing for Indonesia's expanding tourism footprint. ***