Tourism Australia has signed a three-year partnership with Indonesian travel agency Dwidaya Tour to expand into Indonesia’s outbound market beyond Jakarta.
The agreement, finalised in Jakarta, will include joint marketing campaigns, development of tailored travel products, and promotion of travel from secondary cities such as Surabaya, Medan, Makassar, Semarang, and Malang to destinations across Australia.
“Demand from Indonesia’s tier-two cities is growing rapidly, and the key to engaging these markets effectively is through strong, on-the-ground partnerships,” said Jennifer Doig, Tourism Australia’s new regional general manager for South and South East Asia.
“With Dwidaya’s wide distribution network and deep understanding of Indonesian travel trends, this partnership positions us to reach a broader audience and connect more Indonesians to Australia’s diverse, high-quality experiences,” she added.
Indonesia continues to be one of Australia’s fastest-growing and most stable source markets. Tourism Australia data shows a 12.2 per cent increase in arrivals from Indonesia year on year to March 2025, ranking it as Australia’s ninth largest international market. Indonesian visitors contributed around US$800 million to Australia’s visitor economy in 2024, driven by longer stays and demand for regional, nature-based, and immersive experiences.
Dwidaya Tour reports Australia as one of its top five international destinations, with bookings rising 29 per cent year on year in 1Q2025. Chief operating officer Hendri Yapto said the partnership reflects a strategic response to shifting traveller preferences.
“We are seeing growing demand for nature, wildlife and immersive experiences beyond the typical Sydney and Melbourne itineraries. Tasmania in particular is becoming more popular among Indonesian travellers seeking something different,” he noted.
Hendri added that Australia’s infrastructure, diverse landscapes, and inclusive offerings, particularly for Muslim travellers and families, continue to support its appeal in the Indonesian market. The partnership will focus on co-developing products tailored to premium, youth, and event-driven segments, along with agent training and marketing to expand Australia’s reach beyond gateway cities.
Tourism Australia is also engaging a wider network of Indonesian travel agents through its Muslim-friendly consortium and the Aussie Specialists programme to maintain Australia’s position among travellers across the archipelago.
