The Embassy of the Republic of Indonesia recently hosted a high-impact networking event, bringing together leading travel agents to discuss India’s growing outbound travel trends and Indonesia’s plans to attract more Indian visitors. The event highlighted India’s position as Indonesia’s largest market in South & Central Asia and the 6th biggest source of international visitors, with 710,688 Indian arrivals in 2024, surpassing the annual target of 488,568 by a significant margin.
For 2025, Indonesia’s Ministry of Tourism has set an ambitious target of welcoming 918,480 Indian tourists, building on the 17 per cent growth witnessed in 2024, largely driven by the introduction of direct flights from India. To achieve this, the country is rolling out a comprehensive strategy that includes travel exhibitions, sales missions, collaborations, and exclusive familiarization trips.
A diverse archipelago awaits
Indonesia is actively promoting its top destinations to Indian travellers, including five super-priority destinations prepared for sustainable eco-tourism:
– Bali: Renowned for its natural beauty, pristine beaches, and rich cultural heritage.
– Jakarta: A vibrant cosmopolitan hub offering a mix of modernity and tradition.
– Lake Toba: The world’s largest volcanic lake, surrounded by stunning landscapes.
– Borobudur: A UNESCO World Heritage Site and the largest Buddhist temple in the world.
– Mandalika, Lombok: A rising luxury resort destination with pristine beaches.
– Labuan Bajo: Home to the iconic Komodo Dragon and a gateway to world-class diving spots.
On the occassion, Ina Krishnamurthy, Ambassador of the Republic of Indonesia to India, expressed her enthusiasm for the growing interest from Indian travellers. “We are thrilled to see such a positive response from the Indian travel industry. With direct flights now available through Air India and IndiGo, traveling to Indonesia has become more convenient than ever. We encourage Indian travellers to explore not just Bali but also the many other treasures our archipelago has to offer,” she said.
Direct flights from India have played a crucial role in boosting tourist numbers. Currently, IndiGo operates flights from Mumbai to Jakarta and Bengaluru to Bali, while Air India offers direct flights from Delhi to Bali.
Indonesia’s digital platform for the Electronic Visa on Arrival (e-VoA) has further simplified the visa application process for Indian travellers. The e-VoA allows visitors to apply for a 30-day visa online, which can be extended for another 30 days at local immigration offices. The fee for the e-VoA is 500,000 IDR (approximately USD 34), making it an affordable and hassle-free option for Indian tourists.
Furthermore, Indonesia’s Ministry of Tourism has proposed its government to allow visa free entry for tourists from 15 prominent tourism source markets, which includes India as well. This initiative, once approved, is expected to further ease travel and attract more visitors from these countries.
As Ambassador Krishnamurthy aptly put it, “Indonesia offers a wealth of experiences that cater to every type of traveler. From luxury resorts to cultural landmarks and natural wonders, our archipelago is a treasure trove waiting to be explored. We look forward to welcoming more Indian travelers and creating unforgettable memories for them.”
Indian travellers are particularly drawn to Indonesia’s beach clubs, wellness retreats, art and culture, and adventure activities such as nature and outdoor experiences.
Marketing programs for 2025
To achieve its target of 918,480 Indian visitors in 2025, Indonesia’s Ministry of Tourism has outlined several key marketing initiatives including sales missions, collaborations with collaborating with airlines, hotels, and local stakeholders to create tailored travel packages and also hosting exclusive Fam trip.
Indonesia also plans to launch joint marketing campaigns with Indian partners, including a collaboration with MakeMyTrip (MMT). These initiatives aim to deepen engagement with the Indian travel trade and showcase Indonesia’s diverse offerings.
Focus on niche markets and experiences
This year, Indonesia is focusing on niche markets such as wedding tourism, honeymooners, family-packed tours, and luxury travel. The RICH (Rich Cultural and Heritage) approach will be central to promotions, highlighting Indonesia’s unique cultural and natural heritage.
At the event, industry partners present suggested promoting lesser-known destinations and activities, including adventure travel, self-drive tours, and wellness tourism. “We need to sell experiences, not just destinations,” said one tour operator. “Developing unique experiences will be key to attracting more Indian travellers.”
