Indonesia Shifts Tourism Focus from Europe and the US to Asia as Global Uncertainty Weighs on Travel

JAKARTA, Jakartaweekly.com — The government, through the Ministry of Tourism (Kemenpar), is shifting its tourism promotion focus toward Asian markets in response to global uncertainties weighing on the travel sector, particularly due to geopolitical dynamics and disruptions to international flight routes.

Deputy for Marketing at Ministry of Tourism, Ni Made Ayu Marthini, said the tourism industry is highly sensitive to global volatility, including conflicts in the Middle East that affect connectivity and travel costs.

“The refocusing step we are taking is a pivot. Previously, we focused on European and American markets; now we are directing greater attention to Asia,” she said in a press statement on Friday, April 24, 2026.

Priority markets include ASEAN countries such as Malaysia and Singapore, as well as Japan, China, South Korea, Australia, and New Zealand. These regions are considered more resilient due to their closer geographic proximity to Indonesia, broader access to direct flights, and lower reliance on transit routes through conflict-affected areas.

According to Made, the shift also takes into account more manageable increases in airfares compared to long-haul routes to Europe and the United States, which have been impacted by flight path disruptions.

However, the move comes with challenges, particularly intensifying competition among Asian countries to attract international tourists. To address this, Kemenpar is ramping up marketing innovation and strengthening cross-sector collaboration.

One of the strategies includes expanding co-branding programs with various partners, both local and global, to enhance promotional effectiveness and boost the appeal of Indonesian destinations through joint campaigns and regional events.

Meanwhile, Founder and CEO of The Iconomics, Bram S. Putro, said the government’s move reflects adaptive leadership amid global disruption.

He noted that the strategy demonstrates optimism and resilience in maintaining the growth momentum of the tourism sector despite uncertain external conditions.

The government remains optimistic that, through adjustments in marketing strategies, stronger collaboration, and continuous innovation, the national tourism sector will continue to recover and make a significant contribution to the economy.

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