Indonesia’s Ministry of Tourism and Creative Economy, led by Minister Sandiaga Uno, is targeting an ambitious goal of bringing 1.3 million Chinese tourists to Indonesia by the end of 2024. This initiative is part of a broader strategy to diversify tourist destinations beyond Bali, which has traditionally been a major draw for international visitors, particularly from China.
Minister Sandiaga Uno has emphasized the importance of introducing Chinese tourists to other tropical destinations within Indonesia. “We are committed to attracting young Chinese tourists who seek sun, sea, and sand. We aim to offer them tranquility, spirituality, and sustainability in various locations,” Sandiaga stated during the World Economic Forum in Dalian, China.
The Indonesian government is actively developing what they term “Bali experiences” in several other islands to replicate Bali’s success. Sandiaga highlighted, “We are working on spreading ‘Bali experiences’ to different islands to meet our target of 1.3 million Chinese visitors this year.”
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The Ministry has prioritized five key destinations for this initiative: Borobudur, Lake Toba, Likupang, Mandalika, and Labuan Bajo. These areas are being developed with tourism standards comparable to Bali to ensure they are attractive to international visitors.
Despite predictions that Chinese tourist spending will surpass pre-pandemic levels, Indonesia faces stiff competition from Thailand and Singapore, which offer visa leniency for short visits. To counter this, Indonesia plans to extend visa-free policies to 20 additional countries, including China, the United States, and India, by October 2024. “We are working on visa-free entry for more countries to boost tourist arrivals before the end of this government term,” Sandiaga confirmed.
The anticipated increase in tourist expenditure is significant. Sandiaga noted that, before the pandemic, the average spend per tourist was around USD 900. Currently, this figure has increased to approximately USD 1,600 per tourist. “We expect tourists to spend more, stay longer, and contribute more to the local economy,” he added.
This strategic push is not just about increasing tourist numbers but also about enhancing the quality of tourism experiences across Indonesia. By focusing on sustainable tourism and involving local communities, Indonesia aims to offer unique, culturally rich, and environmentally friendly tourism options that appeal to a global audience.
