North Sumatra DMCs and tour operators are expanding offerings beyond Lake Toba, spotlighting destinations such as Bukit Lawang and Tangkahan. This was evident at the first Astindo Sumut Travel Exchange (Astex), held this month at Selecta Convention Hall, Medan, which brought together 72 local sellers and 117 domestic and international buyers for B2B business matching.
While Lake Toba remains the main draw, visitors are increasingly exploring further afield. Bukit Lawang, known for its orangutans and rainforest trails, is appearing more often in combined trips.
Nurasa Tours, for example, offers a seven-day, eight-night itinerary linking Lake Toba with Bukit Lawang, including visits to the orangutan sanctuary, rainforest treks to spot Rafflesia arnoldii, and immersive village experiences.
“The programme is quickly gaining popularity as a complement to classic Lake Toba tours, with interest rising 10 to 20 per cent compared with last year,” said Abdi Nur Ginting, director of Nurasa Tours.
Tangkahan, where Sumatran elephants are the main attraction, is also rising in popularity. “We now offer a nine-day-eight-night programme that brings together Tangkahan, Bukit Lawang, and Lake Toba,” Ginting added.
Around Lake Toba, attractions are diversifying, with new spots such as Sibea-bea, home to the world’s tallest Jesus statue overlooking the lake, and a boutique winery in Silimalombu.
“Ulos weaving gives a cultural touch to our Lake Toba programme, giving visitors a chance to experience Batak traditions after exploring the area,” shared Fatima Siska Sihombing, managing director of Giftny Wisata Bintang Timur.
Sedona Holidays highlighted its new phinisi sailing on Lake Toba as a fresh product. “It offers a different perspective of Toba for travellers who want to spend more time on the water,” noted director Willy Sihombing.
Taufiq Rahman, chief executive of Journey Plus, a buyer from Bangladesh, stated that the variety presented at Astex showed untapped potential.
“Seeing more options on offer is encouraging. If packaged well, North Sumatra could become Indonesia’s new jewel, offering an appealing alternative to Bali,” he said.
Despite the growing diversity of offerings, infrastructure remains a challenge.
Erwin Lopolisa, director of Fantasy Holiday, noted that roads, rest areas, and basic facilities around some parts of Lake Toba are still struggling to meet demand.
“There’s certainly work to do, which I hope improvements will follow as visitor numbers continue to rise,” he added.
