Indonesia Aims for One Million Indian Tourists After 28% Surge in Arrivals

Buoyed by a surge in Indian tourists visiting Indonesia, the Southeast Asian nation has set an ambitious goal of attracting one million Indian tourists in the near future. This internal target follows an impressive 28% growth in Indian tourist arrivals during the first seven months of 2024, a development seen as pivotal in Indonesia’s tourism expansion strategy.

In a recent interaction, Ni Made Ayu Marthini, Deputy Minister for Marketing at the Ministry of Tourism, revealed Indonesia’s plans to capture a larger share of the Indian travel market. “It is an internal target set for us,” Marthini stated, noting that from January to July, Indonesia welcomed 4.18 lakh Indian visitors, a strong indicator of the upward trend.

With a target of 6.71 lakh visitors for 2024, Marthini expressed confidence that Indonesia would surpass this figure, eyeing one million Indian tourists in the years to come.

The Ministry’s commitment to growing Indian tourist numbers is further underlined by Marthini’s participation in a roadshow across four Indian cities and Nepal, as part of the Indonesia Tourism Sales Mission to the South Asia region. The objective, according to Marthini, is clear: “My mission is to make the Indian pie bigger, given India’s population, and ensure Indonesia remains a top destination in the South Asian travel market.”

Indonesia: Strategic Focus on New Destinations

While Bali continues to be a magnet for tourists, including those from India, Nusantara is encouraging exploration beyond its iconic island. “We want Bali to be a starting point, but there’s much more to explore. Destinations such as Yogyakarta, Lombok, Labuan Bajo, and Jakarta offer unique experiences for travelers,” Marthini said. In fact, Nusantara, home to 17,000 islands, is introducing five new destinations specifically designed to captivate the interests of Indian tourists visiting Indonesia.

The nation’s focus on appealing to a wide array of travelers — from Gen Z to wedding parties, schools, and business professionals — is also a critical part of the strategy. The Deputy Minister highlighted that improving connectivity is a top priority, and discussions are underway at the government level to enhance travel links between India and Nusantara.

India as a Major Market

India has already established itself as one of Nusantara’s most significant tourism markets, ranking fifth in terms of international visitors. In 2023, over 6 lakh Indian tourists visited Indonesia, with Bali being the second-most popular destination after Australia. On average, Indian tourists spend a week in Indonesia, with an average expenditure of $1,000 per person.

Despite these impressive figures, Marthini believes that India’s potential as a top tourist market for Indonesia remains untapped. “The gap between the fourth and fifth slot in tourist numbers is about a lakh, and we believe India can close that gap. With the right focus, India can easily climb to the top.”

Expanding Beyond Bali

As Nusantara continues its efforts to diversify its tourism offerings, the “Bali and beyond” campaign will take center stage during the India and Nepal sales mission. By promoting emerging destinations like Yogyakarta and Lombok, the Ministry aims to highlight the rich cultural, historical, and natural diversity that extends far beyond Bali’s borders.

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