Agoda Highlights Indonesia’s Growing Appeal as a Travel Destination

Digital travel platform Agoda has revealed new insights into the travel trends and behaviours of Indonesian travellers, highlighting Indonesia’s increasing appeal as a tourist destination. In the first half of 2024, Agoda’s accommodation search data showed a 33% increase in interest for inbound travel to Indonesia.

Indonesia is a top-three destination for travellers from markets like Australia, India, Malaysia, and the Netherlands, according to Agoda search insights for the first half of 2024. Ever-popular Bali even ranked among the top three destinations for travellers from India and the Netherlands and was the top destination for those from Australia and New Zealand.

Most searches for travel to Indonesia originated from Singapore, with Malaysia, South Korea, Australia and India completing the top five. There is also increasing interest from European travellers, as indicated by a 23% rise in searches from Europe in the first half of 2024 compared to last year. Most European searches originated from France, United Kingdom, Germany, the Netherlands and Spain, respectively.

Indonesia is becoming an increasingly popular destination among travellers from India and North Asian markets like South Korea, Japan and Taiwan. Interest from North Asia has grown in the first half of the year, with accommodation searches up 57% from Hong Kong, 54% from South Korea, 50% from Japan, and 38% from Taiwan compared to the first half of 2023.

Gede Gunawan, Senior Country Director for Agoda in Indonesia, commented, “The growing number of searches for Indonesia reflects the country’s charm and the success of the government’s destination marketing strategies. Agoda supports these goals by utilizing world-class technology to provide seamless and localized travel experiences for Indonesian travellers, while at the same time enhancing Indonesia’s appeal to foreign tourists. We are committed to working closely with government and accommodation partners to drive tourism growth and continue to build Indonesia’s position as a top travel destination.”

Agoda has been actively working with Indonesia’s Ministry of Tourism and Creative Economy (Kemenparekraf) and has been an official partner of the ‘Wonderful Indonesia’ campaign. Agoda further boosts the Indonesian tourism industry by sharing best practices in more sustainable tourism, investing in local campaigns, and launching seasonal promotions to support local accommodations.

Not only has Indonesia become a more popular travel destination for international travellers, but Agoda data also revealed a growing number of travel searches originating from Indonesia itself, with a 20% rise in domestic travel searches and 13% more searches for outbound travel.

The across-the-board increase in travel searches has led to Indonesia’s robust performance in Agoda’s various search ranks. In the first half of 2024, Indonesia was one of Agoda’s top five origin markets based on the number of accommodation searches. Flight searches from Indonesia also increased, making it the second-largest origin market in the month of June. Of all searches made on Agoda, Indonesian travellers are most likely to search on a mobile device. This trend reflects Indonesia’s continuous shift towards mobile-first travel planning.

A survey conducted on Agoda’s platform revealed adventure travel to be the biggest travel motivator for Indonesian travellers. 42% of recipients selected this as their reason to travel. Wellness travel (35%) and uniting with family and friends (33%) also made the top three.

Agoda recently launched a new brand campaign in Indonesia, starring Anya Geraldine. Titled ‘Peaceful Vacation, Happy Wallet’, the newly launched campaign focuses on affordable holidays, making it easier for people to travel more frequently within Indonesia and beyond. It can now be seen on both TV and digital channels across Indonesia.