Australia and Key Markets Join Indonesia’s 2026 Tourism Strategy Focused on Sustainable Growth

Indonesia has unveiled its 2026 tourism strategy, emphasising quality-led, experience-driven growth and sustainable development as the country moves beyond traditional volume-based approaches. The plan identifies key source markets - including Australia, Singapore, Malaysia, Timor-Leste and China - as crucial partners in achieving its ambitious target of welcoming between 16 million and 17 million foreign visitors this year.

Central to this strategy is a shift toward premium travel experiences and environmental stewardship. Rather than solely chasing large visitor numbers, Indonesian authorities are seeking to attract tourists who are interested in deeper cultural immersion, wellness travel, marine and nature-based tourism, and heritage exploration. These offerings are designed to enhance the value of tourism revenue and reduce the environmental pressures associated with mass tourism.

To support these objectives, the government is expanding its portfolio of priority destinations beyond traditional hotspots like Bali to include Lake Toba, Mandalika, Labuan Bajo, Raja Ampat and other emerging sites, which are being promoted for their ecological and cultural richness. This diversified approach not only helps distribute tourism benefits more evenly across the archipelago but also encourages responsible visitation that preserves natural and cultural assets for the long term.

Economic integration and infrastructure upgrades also play a key role in the plan. Investments in transportation connectivity, digital tourism services, and tourism governance reform aim to make Indonesia more accessible and competitive while reinforcing sustainability principles.

The tourism sector’s contribution to the national economy is expected to grow through higher visitor spending, job creation, and enhanced linkages with local communities - all while aligning with broader environmental and social goals.

Indonesia's sustainable-tourism partnership approach reshapes what hospitality operators and destination-marketing organisations across ASEAN need to build, and it raises certification and disclosure bars for the whole regional pipeline. Our impact-assessment and nature-based-solutions teams help clients evaluate sustainable-tourism positioning and impact-linked disclosure.