Full Breakdown
Indonesia's Tourism Strategy Amid Global Disruptions
4/17/2026, 4:18:14 AM
Boosting Domestic and Regional Tourism
In response to the disruptions caused by the ongoing conflict in Iran and its impact on global air travel, Indonesia's government is implementing a strategy to enhance cross-border tourism within Southeast Asia while promoting domestic tourism. Ni Made Ayu Marthini, the Deputy Marketing Director of the Tourism Ministry, emphasized the need for ASEAN countries to collaborate rather than compete, highlighting that the ASEAN market accounted for 41.3% of the 15.39 million foreign arrivals in 2025. However, she acknowledged significant challenges in connectivity and accessibility, noting that Indonesia ranks fifth among ASEAN countries in international visitors, trailing behind Thailand, Malaysia, Vietnam, and Singapore.
Challenges in Attracting Tourists
Indonesia's geographical layout as an archipelagic nation complicates travel logistics, with a notable decline in the number of active passenger planes since the COVID-19 pandemic. Marthini projected a potential loss of up to 60,000 inbound tourists due to the Iran conflict, translating to an estimated decline of around 2.04 trillion rupiah (approximately S$151 million) in foreign exchange earnings. The government is also facing budget constraints that hinder promotional activities, which are essential for attracting tourists.
Emphasis on Domestic Tourism
To mitigate the anticipated decline in international visitors, the Indonesian government is focusing on domestic tourism initiatives, such as the "Bangga Berwisata di Indonesia" (Proud to Travel in Indonesia) campaign. Marthini noted that a new work-from-home policy for civil servants, which mandates one day per week of remote work, could encourage domestic travel, although its effectiveness remains uncertain.
New Routes and Regional Connectivity
In a bid to strengthen tourism links, Scoot Airlines is set to introduce new routes to Belitung and Pontianak in 2026. These flights will enhance accessibility to lesser-known Indonesian destinations, promoting a broader range of experiences beyond Bali. The new services are expected to attract both leisure travelers and those visiting friends and family, reinforcing Singapore's role as a key gateway for regional tourism.
Criticism and Concerns
Despite these initiatives, critics point out that Indonesia's tourism strategy may still rely heavily on traditional hotspots like Bali, risking over-tourism and environmental degradation. Observers have raised concerns about the sustainability of rapid tourism growth, particularly in light of past experiences in Bali, where development has strained local resources.
Official Statements and Future Directions
The Indonesian government is actively engaging with global wellness travel networks to promote health-focused tourism, which has gained traction post-pandemic. This includes efforts to attract higher-spending travelers through tailored packages and longer-stay visas for remote workers. As the country navigates these challenges, the focus remains on balancing economic growth with environmental sustainability and community well-being.
Verbatim Quotes
- “ASEAN countries need to work together instead of competing,” — Ni Made Ayu Marthini, Deputy Marketing Director, Indonesian Tourism Ministry
As Indonesia adapts its tourism strategies in response to global disruptions, the emphasis on domestic tourism and regional collaboration may play a crucial role in stabilizing its tourism sector and ensuring sustainable growth.
