Enviro News Asia, Jakarta — Indonesia is preparing a targeted strategy to attract more tourists from the United States by expanding marine tourism, promoting emerging destinations and strengthening direct partnerships with the US travel and media industries.
The strategy was discussed when Tourism Minister Widiyanti Putri Wardhana met Indonesian Ambassador to the United States Indroyono Soesilo in Jakarta on September 10, 2026. The meeting focused on increasing arrivals from the US, which remains an important but not yet fully recovered tourism market following the COVID-19 pandemic.
Data from Statistics Indonesia (BPS) show that approximately 450,000 US tourists visited Indonesia in 2025, accounting for about 2.6 percent of total international tourist arrivals. In Bali alone, around 274,000 US tourists were recorded in 2025, an increase of 4.88 percent from the previous year and ranking seventh among foreign tourist markets.
Indonesia received 15.39 million international tourist visits in 2025, exceeding the government’s target of 15 million. The government now sees room for further growth by developing a more focused strategy for the US market.
One of the proposed measures is to strengthen Familiarization Trips (Fam Trips) for US journalists, media representatives and influencers. The program would give participants direct experience of Indonesian destinations and generate wider exposure through US media, digital platforms and social networks.
The initiative could also involve film producers associated with the Motion Picture Association (MPA) to explore potential filming locations in Indonesia. The government hopes such cooperation could simultaneously promote Indonesia as an international film destination and expand tourism exposure in the US.
Marine tourism is another major focus. Indonesia has significant potential in cruising, diving, snorkeling, recreational fishing, yachting and surfing. Diving remains a major contributor to marine tourism revenue, while yachting and liveaboard tourism are developing as high-value products capable of generating longer visitor stays.
Indonesia also plans to return to major international boat and yacht exhibitions in Florida after its participation was disrupted by the COVID-19 pandemic. The Fort Lauderdale International Boat Show could provide an opportunity to engage cruise operators, superyacht companies and marine tourism businesses and encourage them to establish routes to Indonesian destinations.
The Discover Boating Miami International Boat Show is another potential platform for promoting Indonesia’s cruise and yachting destinations to international operators. Participation in both events could help position Bali, Lombok, Raja Ampat and Komodo as premium marine tourism destinations while creating opportunities for Indonesian cruise ship workers to enter the international maritime tourism industry.
For diving tourism, Indonesia is also expected to participate in the DEMA Show, one of the world’s largest diving industry events. The 2026 edition is scheduled for November 3–6 in New Orleans, Louisiana, bringing together international diving businesses and professionals.
The government is also considering reviving an international freediving competition in Balohan, Sabang, Aceh. The area has exceptional underwater characteristics, including reported depths of up to 200 meters relatively close to the shoreline, as well as distinctive marine biodiversity. Organizing international competitions could attract professional divers and enthusiasts from around the world.
Another initiative involves reactivating the Sail Growth Triangle linking Sabang in Indonesia with Phuket in Thailand and Langkawi in Malaysia. The proposed maritime tourism route would capitalize on the strategic location of the Malacca Strait, strengthen ASEAN tourism connectivity and encourage yachts and smaller cruise vessels to explore premium regional routes.
The meeting also highlighted the potential of Sigura-gura Waterfall in Toba Regency, North Sumatra, as a new tourism attraction. The waterfall is generally reported to be around 250 meters high, while some drone-based measurements have indicated a height of up to 310 meters.
The government plans to study the management model used at Niagara Falls in the United States as a reference for developing Sigura-gura. The objective is not simply to promote the waterfall but to establish integrated infrastructure, visitor safety measures and a well-managed tourism experience.
Potential improvements include iconic viewpoints designed for photography and social media, safety infrastructure such as protective barriers and pedestrian paths, monitoring systems, trained local guides, support for micro, small and medium enterprises, and community-based homestays.
Sigura-gura could also be incorporated into integrated tourism packages connecting Lake Toba, a UNESCO Global Geopark, with rafting experiences along the Asahan River.
To strengthen market access, the Ministry of Tourism is preparing a virtual meeting with travel agents in the United States. The meeting will be facilitated by the Indonesian Embassy in Washington, DC, together with Indonesian consulates in San Francisco, Los Angeles, Chicago, New York and Houston.
The meeting will introduce new Indonesian tourism packages, establish direct partnerships with US travel agencies and encourage greater sales of Indonesia travel packages in the American market.
Through targeted promotion, marine tourism development, renewed participation in international tourism events and the development of new destinations such as Sigura-gura, Indonesia aims to significantly increase US tourist arrivals in 2026 and beyond.
Diplomatic support from Indonesian missions in the United States, combined with partnerships involving travel companies, filmmakers, journalists and digital media, is expected to strengthen Indonesia’s position as a premium destination for American travelers. (*)
