Indonesia has identified 15 countries as priority markets to drive tourism growth under its strategy started in 2025 and continuing in 2026, as the government steps up efforts to boost international arrivals and extend the average length of stay.
The countries named by the Southeast Asia nation are : Australia, China, France, Germany, Japan, India, Malaysia, Russia, Saudi Arabia, Singapore, South Korea, the Netherlands, the United Arab Emirates, the United Kingdom, and the United States.
According to the Ministry of Tourism the top priority markets in this list are China, India, Russia, Saudi Arabia, and the United Arab Emirates. These selected countries currently account for the largest share of foreign tourist arrivals to Indonesia as reported by Vietnam News Agency (VNA).
In addition the country is focusing on tailored strategies for high - volume, high - growth, and emerging markets to boost arrivals, spending, and stays, leveraging proximity to ASEAN nations and targeting experiences for long - haul visitors.
Indonesian 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, and 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.
Ministry data show that between January and October 2025, arrivals from Malaysia reached 2.18 million,an increase of nearly 16% compared with the same period last year, consolidating itself as a top market for Indonesia.
Emerging markets, including India and Russia
are also receiving increased attention. 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 Indonesian 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, seaside destinations and
adventure travel.
Finally, the government focus include in its strategic plan to develop supporting
infrastructure for priority destinations like Bali, and the “Five Super
Priority Destinations such as Lake Toba, Borobudur, Mandalika, Labuan Bajo, and
Likupang.
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