Indonesia names 15 priority markets to drive tourism growth in 2025–2026

Indonesia has identified 15 countries as priority markets under its tourism strategy for 2025–2026, as the government steps up efforts to boost international arrivals and extend the average length of stay.

According to the Ministry of Tourism, the priority markets are Malaysia, China, India, Russia, Saudi Arabia, and the United Arab Emirates. These countries currently account for the largest share of foreign tourist arrivals to Indonesia. This is reported by VNA, a partner of TV BRICS.

Officials said the approach will be tailored to the specific characteristics of each market. Neighbouring countries such as Malaysia are seen as easier to develop due to geographical proximity, with strategies focused on enhancing travel quality rather than volume. Malaysian visitors are particularly drawn to cultural heritage, culinary experiences, urban attractions and rural destinations.

Emerging growth markets, including India and Russia, are also receiving increased attention.

Ministry data show that between January and October 2025, arrivals from Malaysia reached 2.18 million, an increase of nearly 16 per cent compared with the same period last year. Tourist numbers from India exceeded 603,000, while arrivals from Russia rose sharply to more than 178,000, representing growth of almost 30 per cent.

The government expects the targeted market strategy to help stimulate higher tourist spending and support more balanced tourism development across the country.

Alongside international promotion, domestic tourism initiatives will continue to focus on evolving travel preferences, including culinary and shopping experiences, urban and rural tourism, marine destinations and adventure travel.

Photo: nonnie192 / iStock