Destinations across Central Asia and Russia are gaining popularity among affluent Indonesian travellers seeking alternatives to established markets. Travel specialists report strong demand for countries offering distinctive historical, cultural and seasonal experiences, with easier entry requirements adding to their appeal.

Istanbul-based Tempel Travel told TTG Asia during the recent 42nd TTC Travel Mart in Jakarta that destinations such as Kazakhstan, Georgia, Armenia and Azerbaijan are moving from niche to mainstream.

“Türkiye remains strong, but many Indonesian travellers are now looking beyond it. Kazakhstan, for example, is gaining attraction because it’s visa-free, affordable, and visually stunning,” said Arta Tasya, Indonesia manager of Tempel Travel.

To meet growing demand for independence and flexibility, Tempel Travel introduced a Two Can Go concept, allowing two travellers to book private trips without meeting group-size requirements. For about seven million rupiah (US$420), guests can explore Kazakhstan privately with accommodation, breakfast, local transport and attraction tickets included.

The Caucasus region is also becoming popular, with travellers combining Türkiye with Georgia or Armenia in one trip. Both Kazakhstan and Uzbekistan offer visa-free entry for Indonesian citizens, which has significantly reduced travel friction.

Russia is attracting attention for its winter experiences, with Incorporate Travel Company reporting strong demand for its Murmansk Aurora Tour.

“This year, Murmansk is our star product. Travellers fly about two hours from Moscow to experience the Aurora Borealis, husky rides, and snowmobile adventures,” said business development manager Viliana Junus. She added that interest in Russia has rebounded as the e-visa process, fully online and approved within a month, makes travel easier even without direct flights from Indonesia.

Cheria Holidays CEO Cheriatna said demand for emerging destinations is driven by well-travelled segments who have already visited Europe, Japan or performed Umrah pilgrimages.

“They’re looking for a new spiritual and cultural layer in their travels,” he said, adding that the company’s combined Uzbekistan-Russia tour remains its best-seller, featuring Islamic heritage sites in Samarkand and Bukhara before continuing to Moscow or St Petersburg.

Religious tourism is also growing. Skyhub’s Dolly Zaimon said many Umrah agents now offer Uzbekistan-specific Islamic heritage tours, while AntaVaya’s AVP Winardo noted that Russia remains primarily a business destination, though its cultural depth continues to attract niche interest.