Indonesia expands tourism promotion in China through sales mission campaign

Indonesia’s Ministry of Tourism promoted the country’s tourism sector in the Chinese market through a series of Sales Mission events held in Shanghai and Guangzhou. The programme formed part of broader efforts to expand business partnerships between tourism industry representatives from Indonesia and China, reports ANTARA.

Deputy for Marketing at the Ministry of Tourism Ni Made Ayu Marthini stated that the initiative supports the Ministry’s flagship strategy focused on promoting high-quality tourism products and experiences. The campaign introduced priority destinations including Bali, Lombok, Surabaya, and Jakarta, while also highlighting wellness, marine, cultural, and nature-based tourism.

The activities in the two Chinese cities generated 12,336 potential visitors, with prospective transactions estimated at US$6.17 million and projected foreign exchange earnings reaching US$14.96 million. Ayu Marthini noted that China remains one of Indonesia’s priority tourism markets due to its strong outbound travel potential and growing interest in Indonesian destinations.

In 2025, Indonesia welcomed 1.34 million visitors from China, making it the country’s fourth-largest source of international tourists after Singapore, Malaysia, and India. The Ministry aims to attract between 1.559 million and 1.726 million Chinese visitors in 2026. Between January and March 2026, arrivals from China rose by 25.1 per cent year-on-year to 357,740 visitors, supported by expanding direct air connectivity between major Chinese cities and destinations such as Bali, Jakarta, Surabaya, and Manado.