JAKARTA — Bali has long been a favourite destination for Australian travellers. Now Indonesia wants more of them to go beyond the island and explore other parts of the country.
The government is stepping up efforts to attract Australian tourists to destinations beyond Bali and Jakarta, with a target of 2.23 million Australian tourist visits in 2026.
The push is being carried out through the “Go Beyond Ordinary” campaign, which brought Indonesian tourism businesses together with Australian travel companies in Sydney and Melbourne this month.
“We want to offer more diverse and high-quality travel experiences so Australian tourists explore more destinations in Indonesia,” Tourism Ministry Deputy for Marketing Ni Made Ayu Marthini said.
Australia remains one of Indonesia’s most important international tourism markets, supported by its geographic proximity, direct air connections and longstanding bilateral ties.
According to Statistics Indonesia (BPS), 1,754,791 Australian tourists visited Indonesia in 2025, making Australia the country’s second-largest source of international tourist visits.
The market has continued to grow this year. Indonesia recorded 864,750 Australian tourist visits through June 2026, up 6.29 percent, according to the Tourism Ministry.
The government is now looking to turn that growth into broader travel across the archipelago.
Beyond Bali and Jakarta
The “Go Beyond Ordinary” campaign was presented through sales missions at Rydges World Square in Sydney on August 5 and Oaks Melbourne on Market Hotel in Melbourne on August 6.
The meetings connected Indonesian tourism businesses with Australian travel companies to expand tour packages and create new commercial opportunities across Indonesian destinations.
The campaign highlighted a wider range of experiences, including nature, culture, marine tourism, culinary travel and wellness.
The strategy is aimed at encouraging Australian visitors to explore more destinations rather than concentrating their trips around Indonesia’s most established tourism hubs.
For the government, attracting more visitors is only part of the goal.
It also wants tourists to stay longer, spend more and spread tourism’s economic benefits to local communities across a wider area.
That makes the Australian market particularly important as Indonesia seeks to increase the value of international tourism, rather than relying solely on higher visitor numbers.
US$4.4 Million in Potential Tourism Revenue
The Sydney and Melbourne sales missions produced potential visits from 3,050 tourists, with estimated foreign-exchange earnings of US$4.4 million, according to the Tourism Ministry.
The ministry worked with tourism associations, the Indonesian consulates in Sydney and Melbourne, Garuda Indonesia and Melbourne Airport to support the sales missions.
Australia’s strong position in Indonesia’s tourism market gives the campaign a significant potential audience. The challenge now is to convert that existing demand into visits to a broader range of Indonesian destinations.
With Indonesia targeting 2.23 million Australian tourist visits this year, the government is betting that the next stage of growth will not simply bring more Australians to Indonesia — but encourage them to travel farther once they arrive.
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