Indonesian travelers are experiencing a remarkable surge in interest towards China, driven by expanded air connectivity, diverse travel experiences, and an increasingly sophisticated tourism landscape that extends far beyond traditional destination hotspots.
Travel agencies are witnessing an unprecedented surge in bookings, with TX Travel reporting a dramatic doubling of China-bound reservations in 2024, with projections indicating a further 30% increase by mid-2025.
“Our offerings, ranging from budget-friendly group tours to premium experiences exceeding US$1,900 per person, are consistently selling out,” explains Anton Thedy, CEO of TX Travel. The agency has seen particular enthusiasm for unique experiences like northern lights tours in Mohe, China’s northernmost city, rapidly filling multiple tour groups.
The evolving travel landscape is characterized by a shift from conventional travel patterns. Secondary cities like Chengdu, Xi’an, Hangzhou, and Harbin are capturing travelers’ imaginations, offering diverse attractions that go beyond metropolitan experiences.
Yohannes Heraldo, Vice President of Marketing Communications at Dwidaya Tour, confirms this trend: “China has unexpectedly become our top outbound destination. Despite being one of the last countries to reopen post-pandemic, it’s now our most popular package.”
The rising popularity can be attributed to multiple factors. Improved air connectivity has been crucial, with carriers like Batik Air and China Southern expanding direct routes to multiple cities. This enhanced accessibility enables travel agents to craft more flexible, multi-city itineraries that cater to diverse traveler preferences.
Pauline Suharno, chairman of the Indonesian Travel Agents Association, highlights the transformative nature of China’s tourism infrastructure. “The overall travel experience has dramatically improved,” she notes. “We’re seeing modern resorts, innovative theme parks, well-maintained museums, and increasingly accessible small towns that appeal to a wide range of travelers.”
Winter travel has emerged as a particularly attractive segment, with attractions like the Harbin Ice Festival drawing significant international interest. The combination of unique landscapes, cultural experiences, and diverse attractions continues to position China as an increasingly compelling destination for Indonesian travelers.
The trend reflects a broader shift in travel preferences, where travelers seek immersive, multifaceted experiences over traditional, homogeneous tours. As Thedy succinctly puts it, “China is not a destination you can fully explore in just a week—it’s a complex, multilayered travel experience that keeps drawing people back.”
