Interest in China is rising among Indonesian travellers, driven by improved air access, new offerings, and growing appeal of cities beyond Beijing and Shanghai.
TX Travel reports that bookings to China doubled in 2024 compared to 2023, with a further 30 per cent increase expected by mid-2025.
“Everything we offer, from affordable group tours to premium tours costing above US$1,900 per pax is selling out,” said Anton Thedy, CEO of TX Travel.
A recent popular option was a northern lights tour to Mohe, China’s northernmost city. “We filled 10 groups in no time. It just shows how diverse the interest is,” Anton added.
He believes the country’s mix of cities, towns, landscapes and heritage makes it appealing to a wide audience, especially as Indonesian travellers share their experiences online.
“People are drawn to China because it offers so much in one trip. It’s not a place you can fully explore in just a week,” he said.
Dwidaya Tour has observed a similar trend. Its vice president of marketing communications, Yohannes Heraldo, said China has overtaken other destinations to become the company’s top outbound product.
“Despite being one of the last countries to reopen post-Covid, it’s now our top seller,” he shared.
Yohannes noted that travellers are looking beyond the traditional Beijing-Shanghai route. “We’re seeing growing interest in secondary cities like Chengdu, Xi’an, Hangzhou, and especially Harbin. Winter travel is becoming a seasonal favourite, thanks to the Ice Festival and the snowy landscapes,” he said.
While affordability remains a factor, Yohannes said travellers are also seeking new experiences.
“Indonesians like variety. The fact that China keeps offering different attractions and experiences helps keep the interest going,” he added.
Improved air connectivity has also contributed to the rise in demand. Carriers such as Batik Air and China Southern have added direct routes to more cities, making it easier for agents to build multi-city or shorthaul packages.
Pauline Suharno, chairman of the Indonesian Travel Agents Association, said China’s transformation extends beyond infrastructure. “The tourism experience has really levelled up,” she added.
She pointed to the increase in modern resorts, new theme parks, maintained museums, and small towns that are now more accessible.
“It’s much more welcoming, for families, young travellers, everyone,” Pauline said.
