South Asian destinations are attracting increasing interest from Indonesian outbound travellers as demand shifts towards experience-led journeys and lesser-known locations.
Industry participants at the 43rd TTC Travel Mart in Jakarta said countries such as India, Sri Lanka, Bhutan and Nepal are gaining attention among both leisure travellers and corporate groups.
Suneet Goenka, managing director of UAE-based Red Apple Travel, told TTG Asia that India continues to draw Indonesian leisure travellers, while Sri Lanka shows stronger potential for high-end MICE groups.
He noted that shopping and film tourism are key attractions for Indonesians visiting India. “India is very strong for textiles, clothing and jewellery shopping, and travellers also like visiting Bollywood shooting locations.”
Sri Lanka’s appeal, he added, centres on Colombo, Kandy and Bentota, which offer a mix of cultural attractions, hill country landscapes and beaches.
San Ni, Indonesian sales representative for MAGADH Travels & Tours, said Indonesian travel demand to South Asia currently leans more towards incentive travel and Buddhist pilgrimage.
“Leisure exists, but we see more incentive movements and temple-based pilgrimage. For incentive programmes to India, activities are still largely centred on sightseeing rather than technical visits,” she noted.
Outbound agents in Indonesia also report growing interest in Bhutan and Nepal. Yento Chen, CEO of Destination Tours Indonesia, said Bhutan currently leads the trend, followed by Nepal, Pakistan and the Maldives.
According to Chen, around 80 per cent of clients travelling to Bhutan choose luxury lodges such as Amankora and combine their stays with trekking and cultural excursions. In Nepal, demand for luxury travel is driven by Himalayan mountain flights and helicopter sightseeing.
The Maldives continues to attract couples travelling independently, while Pakistan sees seasonal leisure interest linked to landscapes in Hunza and Skardu.
Golden Rama Tours & Travel said India, Nepal and Bhutan are gaining attention for their cultural heritage and scenery.
Taj Mahal and Kashmir remain primary drivers for India, while Bhutan’s preserved cliffside monasteries offer a distinct appeal, shared Ricky Hilton, general manager of communication at Golden Rama Tours & Travel.
Industry players noted that limited air connectivity and hotel capacity constraints, particularly in Bhutan during peak periods, remain challenges for further growth. Agencies are responding by increasing market education on safety and travel infrastructure while promoting lesser-known destinations in the region.
