Indonesia is intensifying efforts to develop its five super-priority destinations – Lake Toba, Borobudur, Mandalika, Labuan Bajo, and Likupang – to drive sustainable tourism in the country. These initiatives aim to attract high-value travellers, enhance local economies, and achieve Indonesia’s ambitious 2025 target of 16 million international visitors.
By November 2024, the country had recorded nearly 12.7 million foreign tourist arrivals, a 20.2% increase from the previous year, reflecting the steady recovery and growth of its tourism sector.
Travellers are increasingly drawn to these destinations for their unique offerings, moving beyond Bali’s well-trodden paths to explore cultural and natural wonders in less-commercialised regions.
“This strategy is about more than just boosting visitor numbers,” said Ni Made Ayu Marthini, deputy for marketing, Ministry of Tourism, during the Indonesia NTO briefing at the recent ASEAN Tourism Forum (ATF) 2025 in Johor.
/ni%20made%20ayu-2501/Ni-Made-Ayu-Marthini-deputy-for-marketing-at-the-I.jpeg?tr=w-600%2Ch-340%2Cfo-auto "Ni Made Ayu Marthini, deputy for marketing at the Indonesian Ministry of Tourism, sharing about Indonesian’s tourism updates at ATF 2025.")
Ni Made Ayu Marthini, deputy for marketing at the Indonesian Ministry of Tourism, sharing about Indonesian’s tourism updates at ATF 2025.
“Apart from diverting travellers away from overburdened places like Bali, we want to attract travellers who stay longer, spend more, and contribute to the local economy. Initiatives like Desa Wisata, or tourism villages, in these five key areas remain a significant focus, ensuring that tourism directly benefits the locals and creates opportunities for the 25 million Indonesians employed in the industry.”
Ni Made highlighted Likupang as a prime example of Indonesia’s move from mass tourism toward a model emphasising length of stay and regenerative tourism. With its rich flora and fauna, Likupang exemplifies sustainable travel, offering authentic, nature-focused experiences that align with its “Keep the Wonder” campaign.
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Beyond the 5 super-priority areas, far-flung destinations like Raja Ampat and Sumba are also gaining prominence, particularly among luxury travellers. “We are happy to see the groundwork we did since 2021 is now paying off,” said Ni Made. “These destinations offer personalisation and luxury on a deeper level, catering to travellers seeking authentic, meaningful experiences.”
Recognising the importance of accessibility for travellers to connect to remote local, Indonesia is also upgrading its infrastructure and travel initiatives. At the same briefing, Consul-General of Indonesia in Johor Bahru, Sigit S. Widiyanto, announced a visa-free programme for Singaporean permanent residents visiting Batam, Bintan and Karimun. “Discussions are also underway to improve the Johor-Batam cross-border programme to make travel between the two regions more seamless and encourage more visitors to discover the Riau Archipelago,” he added.