Indonesia strengthens its tourism rebound: 2025 recovery shows resilience and ambitious long-term growth

Indonesia’s tourism sector is moving confidently toward a full revival, recording solid gains throughout 2025 and building momentum for a potentially record-breaking year. In August 2025, the country welcomed 1.51 million international visitors — a 12.33% increase compared with the same month in 2024. From January to September, arrivals reached 11.43 million, marking a 10.22% year-on-year rise. These figures confirm Indonesia’s resilience and its growing appeal in a competitive global tourism landscape.

Visa reforms and targeted marketing fuel expansion

A simplified visa regime has become one of the strongest drivers of Indonesia’s tourism recovery. The government expanded access to e-visas, improved entry procedures and increased the number of countries eligible for visa-free travel. These changes significantly eased travel for millions of potential visitors.

Marketing efforts have also intensified. Campaigns promoting Bali and other iconic destinations have elevated Indonesia’s visibility among international travelers. The government’s strategy now includes promoting emerging destinations beyond Bali, such as Lombok, Labuan Bajo and the cultural heartlands of Java, offering a broader and more diversified tourism experience.

Improved air connectivity enhances accessibility

Expanded flight schedules and new international routes have strengthened Indonesia’s connectivity with major global markets. Airlines have increased frequencies to Australia, South Korea, China, Japan and the Middle East, making the country more accessible and improving the competitiveness of its tourism sector.

Infrastructure upgrades — including airport renovations, expanded hotel capacity and improved transport networks — contribute to a smoother and higher-quality experience for travelers as they explore Indonesia’s varied destinations.

Ambitious goals: up to 16 million visitors expected in 2025

Indonesia aims to attract between 14.6 million and 16 million international visitors by the end of 2025. Given current growth rates, this target is within reach. The average spending per tourist has risen from USD 1199 in 2024 to USD 1297 in the third quarter of 2025, highlighting not only increasing demand but also higher-quality travel experiences.

This rise in per-visitor spending indicates that Indonesia is shifting toward a more value-driven tourism model, focusing on longer stays, premium offerings and diversified travel activities.

Market diversification becomes a strategic priority

Beyond Southeast Asia, Indonesia is expanding its promotional efforts to attract travelers from Europe, the Middle East, North America and South Asia. This broadening of target markets strengthens the industry’s resilience and reduces dependency on any single region — an essential strategy in an increasingly unpredictable global environment.

Expert commentary from International Investment

International Investment analysts emphasize that Indonesia’s tourism recovery in 2025 reflects a deliberate and well-coordinated strategy. Visa simplification, strengthened air connectivity and focused marketing campaigns have created a strong foundation for long-term growth. Experts note that rising tourist spending indicates a shift toward a more sustainable and high-value tourism model. With continued investment and market diversification, Indonesia is well-positioned to become one of Asia’s leading tourism powerhouses by the late 2020s, reshaping regional travel dynamics.