Indonesia is setting its sights on attracting more Australian travellers to its emerging destinations in a bid to tackle overtourism in Bali and promote sustainable travel. Through its “Super Five” tourism initiative, the Indonesian Ministry of Tourism and Creative Economy is showcasing hidden gems like Labuan Bajo, Lake Toba, Borobudur, Mandalika, and Likupung—destinations that offer authentic cultural immersion, pristine natural beauty, and a more relaxed atmosphere away from crowded hotspots.
The strategy aims to diversify tourism revenue while supporting local economies in under-visited regions, aligning with the government’s broader Sustainable Tourism Development Goals.
Why Australia is Central to Indonesia’s Tourism Strategy
Australia remains one of Indonesia’s most valuable tourism markets. According to BPS Statistics Indonesia, over 1.5 million Australians visit Bali annually, making up the largest share of its foreign visitors. Proximity is a major draw—direct flights from Sydney, Melbourne, Perth, and Brisbane take between 3 to 6 hours, making Bali an ideal short-haul holiday destination.
Bali’s appeal lies in its award-winning beaches, vibrant nightlife, cultural temples, wellness retreats, and affordability. However, this success has also brought challenges, including overcrowding in key areas like Kuta, Seminyak, and Ubud, environmental degradation, and rising living costs for locals.
The ‘Super Five’ – Indonesia’s New Tourism Stars
To address these issues, the Indonesian government has identified five priority destinations beyond Bali:
1. Labuan Bajo – Gateway to Komodo National Park
Located in East Nusa Tenggara, Labuan Bajo has emerged as a world-class destination thanks to its role as the gateway to Komodo National Park, a UNESCO World Heritage site. Visitors can spot the famous Komodo dragons, dive among pristine coral reefs, or sail through pink-sand beaches.
2. Lake Toba – Southeast Asia’s Largest Volcanic Lake
In North Sumatra, Lake Toba is a breathtaking natural wonder formed from a massive volcanic eruption over 70,000 years ago. The lake is dotted with traditional Batak villages, offering cultural experiences alongside hiking, cycling, and water sports.
3. Borobudur – The World’s Largest Buddhist Temple
Situated in Central Java, Borobudur is an awe-inspiring 9th-century temple complex and a UNESCO World Heritage site. Sunrise tours here are among Indonesia’s most photographed experiences, combining history, spirituality, and scenic beauty.
4. Mandalika – Lombok’s Coastal Paradise
On Lombok Island, Mandalika is transforming into a premium tourist hub with luxury resorts, eco-friendly developments, and the internationally renowned Mandalika International Street Circuit, home to MotoGP races.
5. Likupung – Diving Haven in North Sulawesi
For marine enthusiasts, Likupung offers spectacular underwater biodiversity, crystal-clear waters, and white-sand beaches. It is rapidly gaining attention as a top diving and snorkelling destination.
Marketing and Accessibility Improvements
The Indonesian Ministry of Tourism is investing in improved flight connectivity from Australia to these emerging regions, alongside upgraded airports and road networks. Promotional campaigns in Sydney, Melbourne, and Perth are showcasing “Beyond Bali” travel packages that combine cultural tours, nature adventures, and culinary experiences.
These efforts are backed by digital marketing campaigns, influencer collaborations, and partnerships with Australian travel agencies to encourage multi-destination itineraries.
Sustainability at the Core of Tourism Growth
Indonesia’s push for diversification isn’t just about easing overcrowding—it’s about ensuring tourism remains sustainable. Each of the “Super Five” destinations is incorporating eco-friendly policies, such as:
- Limiting visitor numbers in sensitive ecosystems (e.g., Komodo National Park).
- Promoting community-based tourism where locals run homestays, cultural tours, and artisanal craft markets.
- Reducing single-use plastics and supporting renewable energy in resorts.
In Labuan Bajo, for example, visitor fees contribute directly to wildlife conservation and coral reef restoration projects.
A Win-Win for Australians and Indonesian Communities
For Australians, this shift opens up new, less crowded holiday options with the same warm hospitality and affordability they love in Bali—but with added adventure and cultural depth. For Indonesian communities, it means more equitable tourism benefits, job creation, and preservation of cultural heritage.
According to Tourism Minister Sandiaga Uno, “Our goal is to balance tourism growth with sustainability, making sure that Australians and other international visitors can enjoy authentic Indonesian experiences while helping local economies thrive.”
Looking Ahead – The Future of Indonesian Tourism
With global travel demand rebounding, Indonesia’s “Super Five” campaign is well-timed to reshape tourist flows. By 2028, the government aims for at least 30% of Australian arrivals to visit destinations beyond Bali, creating a more balanced and resilient tourism sector.
For travellers seeking eco-conscious, culturally rich, and adventurous holidays, these emerging destinations offer an enticing alternative—ensuring that Indonesia’s magic extends far beyond Bali’s shores.
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