Indonesia’s inbound tourism players are urging concrete follow-up on the signing of a tourism cooperation agreement with China last month, saying that without immediate steps, the MoU would have limited benefits for the industry.
The MoU was signed in Jakarta during Chinese premier Li Qiang’s official visit in May. It aims to strengthen ties across tourism, health, and trade, and outlines six areas of cooperation including the exchange of market data and business contacts between government agencies and tourism stakeholders, as well as joint promotional campaigns to boost two-way visitor flows.
Local tourism operators are eager for the agreement to be more than a positive diplomatic gesture.
Herry Sudiarto, chairman of the China Committee at the Association of the Indonesian Tours and Travel Agencies (ASITA), said: “This is a good sign. It shows that the government is paying a lot of attention to the Chinese market. However, without a follow-up plan, it’s just a ceremony.”
He used the Indonesian Ministry of Tourism to collaborate with associations like ASITA to build links with Chinese tourism organisations.
He also questioned the outcome on a proposed tourism promotion office in China while noting that overseas marketing budget has been significantly reduced.
Instead of waiting for the tourism promotion office to materialise, Herry suggested that the ministry invest in “consistent presence at major travel fairs in China and step-up more sales missions”.
“Forming a task force that includes industry players could also accelerate progress,” he added.
Bambang Sugiono, director of marketing and overseas promotion at RD Tours Bali, observes a shift in Chinese traveller trends and calls for targeted promotions to engage the market.
“We’re seeing more high-end and independent Chinese travellers, especially younger ones looking for destinations beyond Bali,” said Bambang. “Destinations like Labuan Bajo and Bromo are gaining interest, but we need serious marketing efforts to compete.”
Other players warned of structural issues that need addressing.
“We need improved air connectivity – not just more flights, but new routes to secondary cities,” Asman Louis, director of Millennium Indo Wisata, told TTG Asia, adding that short-term visa exemptions, such as seven-day visa-free entry, will also help to boost arrivals from China.
