Indonesia Travel Industry Pushes Beyond Bali With New Itineraries

The Indonesian tourism sector is actively steering visitors away from Bali, the country's most famous island, by promoting a wider range of destinations across its archipelago. Travel companies are launching new cruise routes and land-and-sea combinations to distribute tourism revenue and reduce pressure on the saturated Balinese market.

The nation comprises more than 17,000 islands spanning three time zones. While Bali remains a primary draw for backpackers and leisure travelers, industry experts argue that the country offers diverse alternatives. These include historical sites in the west, remote marine environments in the east, and the dense urban center of Jakarta.

Yogyakarta, known locally as Jogja, is being positioned as a cultural hub. The region contains three UNESCO World Heritage sites, including the Borobudur temple complex. Desiree Norman, founder of travel concierge Onera, describes the city as the cultural soul of the country. She recommends starting trips there to establish a historical baseline before visiting other islands.

In the far east, the islands of Raja Ampat and Maluku are attracting high-end travelers. Hospitality consultant Jason Friedman calls the region a true frontier where traditions and languages are unique to specific islands. Access is limited, with no major airport, making water transport the primary mode of entry. National Geographic offers a two-week small ship journey through the area for $27,000 per person.

The Riau Islands, located north of the mainland and closer to Singapore than Jakarta, are seeing a surge in luxury development. New properties aim to convert daytrippers into multi-day guests. Bawah Reserve, accessible only by private seaplane, offers overwater accommodation and spa services. Opus Bay, a mixed-use resort with shopping and dining, is scheduled to open its first phase on Batam Island this December.

Sumba, a 4,000-square-mile island in the south, has gained a reputation for sustainable travel. The upscale resort NIHI Sumba has helped raise international awareness of the location. Justina Puspawati, country manager for Abercrombie & Kent, highlights cultural experiences such as the Rumah Budaya museum and Karaja Sumba, an organization that supports women escaping domestic violence through skills training.

Lombok, situated next to Bali, is emerging as a destination for water sports and wellness. The island hosts Mount Rinjani National Park and ferry routes to the Gili Islands, which ban cars and motorbikes. Somewhere Lombok, a wellness resort under the Design Hotels brand, opened on the southern coast in 2023.

Jakarta, the world's most populous city, is being repositioned as a destination in its own right rather than a transit point. Visitors are encouraged to explore Taman Fatahillah, home to the Museum of Fine Art and Ceramics and the 1930s-era Cafe Batavia. The city also hosts August, a fine-dining restaurant with a tasting menu that features flavors from across Indonesia.