Antara News·Indonesia·Saturday, November 7, 2026 at 12:12 PM UTC

Indonesia taps affluent travelers to drive higher tourist spending

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Hreeloita Dharma, Raka Adji

Jakarta (ANTARA) - The Ministry of Tourism is targeting the high-net-worth domestic market—commonly referred to as affluent travelers—to boost average tourist spending per trip.

"Our main focus is no longer just chasing overall trip volume, but rather boosting average domestic tourist spending per trip," the ministry's Deputy for Marketing, Ni Made Ayu Marthini, said in an official statement confirmed on Saturday.

She explained that affluent travelers prioritize comfort and exclusive travel experiences.

As part of the push, the ministry hosted the Nusantara Luxury Exchange: Premium Business Matching on Wednesday (Oct 28) in Surabaya, East Java.

The business forum brought together premium Indonesian tourism service providers with travel agencies, luxury concierge service providers, priority banking firms, and corporate travel planners.

"We want to shift a portion of outbound leisure spending from the affluent market toward domestic tourism," Marthini said.

This move, she added, leverages Indonesia's extraordinary world-class destinations, which must be packaged and presented as high-quality, exclusive products.

Statistics Indonesia (BPS) data from 2023 showed 9.16 million outbound trips taken by Indonesian tourists, with average spending reaching US$1,875 per trip. Over 50 percent of those trips were for leisure.

Marthini noted that the luxury tourism segment holds immense potential to boost local economic contributions while supporting the national tourism campaign #DiIndonesiaAja, which encourages people to travel domestically.

During the Nusantara Luxury Exchange, 12 exclusive tourism service providers, ranging from luxury resorts and pinisi boat operators to premium gastronomy providers, showcased flagship products centered on three key pillars: marine, wellness, and gastronomy.

The offerings emphasize exclusivity, cultural authenticity, and privacy for travelers.

Through an exclusive B2B tabletop session, the forum is expected to generate rate offerings, direct bookings, and long-term partnerships that yield economic benefits for Indonesia's tourism industry.

"We are optimistic that this business matching forum will not only generate concrete transactions and long-term partnerships, but also reinforce the perception that world-class travel experiences can be fully enjoyed right here at home," Marthini said.

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