In a landmark move aimed at fueling Southeast Asia’s most ambitious tourism expansion, UNWTO has launched the latest in its global investment playbooks—Tourism Doing Business: Investing in Indonesia. And if ever there were a time to take notice of Indonesia’s booming visitor economy, this is it.
The publication presents a crystal-clear, data-rich snapshot of the nation’s tourism potential, serving as a clarion call for investors, both local and global, seeking to back a destination that is not only beautiful but also business-savvy. With an innovative blend of policy reform, infrastructure development, and a respectful nod to cultural preservation, Indonesia is turning heads across the boardrooms of Asia-Pacific and beyond.
According to figures released alongside the report, Indonesia secured a staggering USD 60 billion in foreign direct investment across all sectors in 2024, well above its decade-long average. Tourism, for its part, has generated USD 16.1 billion since 2018, with foreign investment accounting for approximately USD 5.6 billion, or around 35% of the total. Domestic players contributed the remaining USD 10.5 billion, underscoring confidence from within.
From the crystalline shores of Lombok to the spiritual heights of Borobudur, the Indonesian archipelago has never looked more ready to roll out the welcome mat to developers, hoteliers, and eco-tourism pioneers.
Priority Projects and Pillars of Progress
Among the highlights presented in the guidelines are ten so-called “Super Priority Destinations”—star attractions like Lake Toba, Raja Ampat, and Labuan Bajo—each earmarked for accelerated infrastructure and tourism product development.
Jatiluwih gets the golden gong—rice terraces reap global tourism glory, no passport required.
Then there’s the emerging trio of Regenerative Tourism Destinations: Bali, Jakarta, and the Riau Islands. Here, the goal is not just to welcome travellers, but to give back to the land and communities that host them—a clear nod to a more conscientious model of tourism development.
Furthermore, Indonesia has established no less than eleven Special Tourism Economic Zones, each designed to streamline bureaucracy and expedite investment with the kind of red-tape reduction that most investors dream of.
Add to that short-term accelerators such as the Clean Tourism Movement, Tourism 5.0, and the Tourism Village Programme—initiatives combining innovation with heritage—and you’ve got a toolkit tailor-made for modern, meaningful tourism investment.
A Vision Backed by Partnerships and Policy
UN Tourism Secretary-General Zurab Pololikashvili was effusive in his praise:
“Indonesia’s proactive tourism strategy shows how vision and investment can turn destinations into engines for inclusive, sustainable growth. With strong public-private partnerships and a clear development roadmap, Indonesia continues to lead by example in the region.”
Hands raised, eyes lit—Indonesia’s tourism pitch lands with purpose, poise, and a polished punch.
Indeed, the country’s approach is refreshingly unambiguous: partnership is the path forward. And with the full backing of Indonesia’s Ministry of Tourism, these guidelines don’t just point the way—they open the gates.
Minister of Tourism, the Honourable Widiyanti Putri Wardhana, framed the launch as both a strategic asset and a symbolic milestone:
“These guidelines are a significant milestone in our ongoing work to position Indonesia as a leading destination for tourism investment and business. It is more than just a tool. It’s a roadmap to help investors navigate and unlock the immense potential of Indonesia’s thriving tourism sector.”
Charting a New Era in Southeast Asia
With the release of Tourism Doing Business: Investing in Indonesia, UN Tourism isn’t simply showcasing opportunity—it’s handing investors the keys to a fast-emerging powerhouse. Indonesia has demonstrated a rare equilibrium between aspiration and action, between commercial appetite and community care.
For would-be investors, the message is unmistakable: come for the opportunity, stay for the legacy.
By Octavia Koo
