Indonesia is entering 2025 with its tourism sector at full throttle, showing no signs of slowing down. After several years of global travel disruptions, the archipelago has roared back to life, welcoming visitors in numbers not seen in half a decade. With stronger arrivals, soaring revenues, and a government determined to diversify its tourism landscape, Indonesia is cementing itself as one of the world’s must-visit destinations.

According to the Ministry of Tourism and Creative Economy, the country received 13.9 million international visitors in 2024—a surge of 19% compared to the year before and the highest figure in five years. With momentum building, the government has set its sights on attracting between 14.6 and 16 million arrivals in 2025, alongside a projected US$19–22.1 billion in foreign exchange earnings.

Bali Holds Its Crown

Bali continues to be the primary gateway for international travelers. In 2024, the island welcomed more than 6.3 million tourists, and projections for 2025 suggest that number could climb to 6.5 million.

While the island’s beaches and cultural heritage remain evergreen attractions, Bali is now broadening its appeal with:

• Wellness and spiritual tourism through yoga, meditation, and holistic retreats.
• Remote work hubs, as flexible visa policies attract global digital nomads.
• Community-driven experiences, allowing visitors to engage with Balinese traditions in authentic ways.

By reinventing itself, Bali is successfully attracting both new and returning visitors.

Lombok: Indonesia’s Emerging Star

Beyond Bali, Lombok is rapidly gaining attention as Indonesia’s next big tourism hotspot. Offering rugged coastlines, world-class waves, and a slower pace of life, the island is increasingly seen as a premium alternative to Bali.

Several factors are driving this momentum:

• Mandalika International Circuit – Home to MotoGP and World Superbike, the venue has introduced Lombok to a global audience.
• Improved access – Lombok International Airport is expanding, while new road projects—such as the upgrades in Pengantap (South Lombok’s “Riviera”) are improving connectivity to untouched coastlines.
• Sustainable luxury – Eco-friendly resorts and boutique developments are rising across the south, drawing travelers seeking exclusivity and authenticity.

For surfers, South Lombok is especially exciting. Breaks like Pengantap, Gerupuk, and Desert Point are gaining global recognition, setting Lombok on course to become one of Asia’s premier surf destinations.

Read More: Lombok’s Growing Luxury Villa Market: Why Investors Are Rushing In

Strong Arrivals from Key Markets

Tourism growth is being powered by strong visitor flows from nearby countries and long-haul markets alike. In 2024, the leading sources of international arrivals included:

• Malaysia – 2.27 million visitors
• Australia – 1.67 million visitors
• Singapore – 1.4 million visitors

Thanks to direct international flights from hubs such as Perth, Singapore, and Kuala Lumpur, Lombok is increasingly benefiting from this influx. Its proximity to Bali also makes it an easy add-on for travelers seeking both vibrancy and tranquility in one trip.

Indonesia’s Wider Tourism Push

Lombok’s ascent is part of a broader strategy by the Indonesian government to promote destinations outside of Bali. The “10 New Balis” program is spotlighting areas like Lake Toba in Sumatra, Labuan Bajo in Flores, Borobudur in Central Java, and Raja Ampat in Papua.

These efforts are helping spread tourism revenue across the country while highlighting Indonesia’s extraordinary cultural and ecological diversity. Still, Lombok holds a unique advantage: it’s close to Bali, yet distinct enough to stand on its own as a world-class destination.

Domestic Travel on the Rise

It’s not just international arrivals that are shaping Indonesia’s tourism boom. Domestic travel is also hitting record highs, with the government aiming for 1.08 billion domestic trips in 2025. Lombok has become a popular getaway for Indonesian travelers, especially with the rise of local festivals, culinary tourism, and adventure activities.

A Shift Toward Sustainability

The recovery of tourism in Indonesia is not just about volume. Both the government and private sector are emphasizing sustainable and responsible tourism. On Lombok’s southern coast, developers are focusing on eco-friendly resorts, renewable energy projects, and initiatives that integrate local communities into the tourism economy.

This shift ensures that tourism growth benefits the environment and local people, while providing visitors with authentic, memorable experiences.

Opportunities for Investors

The tourism surge also spells significant opportunities for investors. Areas with particularly strong potential include:

• Hospitality projects such as eco-resorts, boutique hotels, and villas.
• Surf and adventure tourism, especially in South Lombok where global interest is increasing.
• Infrastructure development, with roads, marinas, and airports offering long-term returns.
• Lifestyle and wellness tourism, from yoga sanctuaries to farm-to-table culinary retreats.

For those looking at Lombok specifically, the combination of affordable land, government support, and growing international recognition make it one of Southeast Asia’s most attractive investment hotspots in 2025.

Looking Ahead

Indonesia’s tourism revival is gathering speed, driven by record-breaking arrivals, expanded infrastructure, and bold government policies. While Bali continues to draw the largest crowds, Lombok is increasingly stealing the spotlight with its untouched beaches, luxury eco-developments, and high-profile events.

As the government’s vision of sustainable, quality-driven tourism takes root, the future looks especially bright for South Lombok. Destinations like Pengantap, the “Riviera of Lombok” are set to become symbols of Indonesia’s ability to balance growth with preservation.

For travelers, investors, and entrepreneurs alike, 2025 is shaping up to be a milestone year for Indonesia and Lombok is right at the center of the story.

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