K-Pop Idols Could Boost South Korean Tourism to Indonesia

RRI.CO.ID, Jakarta - Leveraging the star power of Indonesian K-pop idols could be the ultimate catalyst for drawing more South Korean travelers to the archipelago, as industry experts note a major shift toward wellness and experiential travel among South Korean tourists.

The Indonesian Tourism Intellectuals Association (ICPI) highlighted that while traditional draws like tropical landscapes remain highly appealing, South Korean travelers are increasingly seeking unique, authentic cultural experiences and specialized niche tourism.

“The main attractions of Indonesian destinations for South Korean tourists include tropical natural beauty, rich culture and historical heritage sites, as well as marine tourism experiences,” ICPI chairperson Azril Azhari said on Friday, July 3, 2026, as quoted by Antara.

According to Azril, travelers from the East Asian nation particularly favor destinations that offer a relaxing atmosphere, world-class luxury resort facilities, and authentic local charm. Locations such as Bali, Labuan Bajo, Lombok, and Yogyakarta stand out as their primary choices. Beyond white-sand beaches, crystal-clear diving spots, and scenic mountain backdrops that serve as perfect social media content, a distinct shift in consumer behavior is underway.

“Culture and spirituality provide an authentic experience that is vastly different from the hustle and bustle of major cities in South Korea,” Azril noted.

He added that this shift has brought special-interest tourism into focus, with South Korean visitors actively searching for personal tranquility, medical tourism, wellness retreats, and culinary experiences.

For those seeking luxury, world-class tropical resorts provide the perfect setting for high-end relaxation. Meanwhile, adventure seekers are drawn to marine activities ranging from surfing to island-hopping in the Komodo Islands, Lombok, and Manado.

To efficiently capture this changing demographic, ICPI recommends an innovative marketing strategy: partnering with Indonesian-born K-pop idols who have established fanbases in South Korea.

Several Indonesian musicians have successfully broken into the highly competitive South Korean music industry. This roster includes Carmen of Hearts2Hearts, Zayyan of XODIAC, Kim of VVUP, Dita Karang (formerly of Secret Number), Vanesya of NWH:I, and Loudi. Using these recognizable faces in tourism campaigns could bridge the cultural gap and present Indonesia’s hospitality in a highly relatable format.

The strategic push comes at a time of steady growth in arrivals. Ministry of Tourism spokesperson Nia Niscaya confirmed that South Korea remains firmly within Indonesia's top 10 source markets for international arrivals. In 2025, Indonesia welcomed 496,862 South Korean tourists, marking a 13.97 percent year-on-year growth.

This upward trajectory has extended into the current year. Out of the 4.7 million total foreign tourist arrivals recorded in the first four months of the year, which itself reflects an 8.24 percent year-on-year increase, South Korean travelers accounted for 150,195 visits. ***