US-based Uniworld Boutique River Cruises is deepening its Indonesia growth strategy by expanding beyond Jakarta, working more closely with trade partners, and exploring opportunities in the business events segment.
Henry Yu, managing director for Asia at Uniworld Boutique River Cruises, said Indonesia has grown from a new market to one of the brand’s top five source markets in Asia within the last two to three years.
“The growth in Indonesia is beyond fantastic, and now we want to make it stronger and move toward the top three,” Yu said.
While Yu did not disclose a specific target for 2026, he noted that Uniworld remains focused on expanding its presence despite a challenging market backdrop.
With the rupiah under pressure, Yu said it is an opportune time to step up marketing efforts and continue building awareness among Indonesian travellers and trade partners.
“River cruising is still a new product in Indonesia, so we need to spend more time educating the market,” he added.
To drive growth, Uniworld is expanding its reach beyond Jakarta, with increased engagement planned for cities including Bandung, Medan, Surabaya and Semarang.
Yu shared: “We are working closely with travel agents through product training and experience-based events to introduce river cruising to the market.”
Beyond leisure travel, Uniworld is targeting the business events segment, positioning river cruising as an alternative for corporate groups looking to reward and engage teams through tailored itineraries.
“One approach Uniworld takes for corporate groups is to create personalised programmes, including customised onboard arrangements, dining concepts, and excursions,” Yu said, adding that the company will continue investing in Indonesia as operations scale up.
“Right now, we have one representative, and we will see how we can provide more support as we grow in the Indonesian market.”
