In recent years, China has become an increasingly attractive destination for Indonesian travelers. This surge in interest is driven by several factors, including improved air connectivity, new and diverse travel offerings, and an evolving tourism landscape that goes beyond the traditional hotspots of Beijing and Shanghai. The shift in travel preferences is a notable trend that is reshaping the tourism industry in both countries, with Indonesia’s outbound tourism to China experiencing a significant boom.

According to TX Travel, bookings to China doubled in 2024 compared to the previous year, with a further 30% increase expected by mid-2025. The diversity of experiences on offer, from affordable group tours to luxury packages, has led to the rapid rise in Chinese tourism popularity among Indonesians. The country’s rich mix of history, culture, and scenic beauty is captivating travelers who are eager to explore beyond the usual routes and into lesser-known but equally fascinating regions of China.

This rise in tourism to China is more than just a passing trend; it marks the beginning of a transformative shift in how Indonesians perceive travel to the region. The increased interest not only benefits the travel agencies but also has far-reaching implications for both the Indonesian and Chinese tourism industries.

China’s Appeal Beyond Beijing and Shanghai

For decades, Beijing and Shanghai have been the go-to destinations for Indonesian travelers visiting China. These cities, known for their modernity, historical landmarks, and cultural significance, have long captured the imaginations of tourists. However, there has been a noticeable shift in recent years, with increasing numbers of travelers seeking destinations beyond these two major cities.

Secondary cities such as Chengdu, Xi’an, Hangzhou, and Harbin are gaining popularity. This trend has been fueled by the growing desire for new experiences, coupled with an increasing awareness of the diverse offerings China has beyond its main urban centers. Harbin, in particular, has become a winter favorite due to its famous Ice Festival and picturesque snowy landscapes, offering a unique appeal to travelers looking for seasonal adventures.

The city of Harbin, located in northeastern China, is quickly becoming a key destination for Indonesian tourists seeking to experience winter in a way that is vastly different from what their tropical homeland offers. With the city’s Ice Festival, which features elaborate ice sculptures and a magical winter atmosphere, Harbin is proving that China’s lesser-known destinations are capable of attracting large numbers of visitors.

Indonesian travelers are also becoming more adventurous in their choices, exploring cities like Chengdu, known for its spicy cuisine and cultural heritage, and Xi’an, home to the famous Terracotta Army. These secondary cities offer a blend of history, culture, and natural beauty, giving Indonesian tourists a broader view of China beyond its major metropolitan areas.

Tourism Agencies Adapt to Changing Demands

The rapid shift in Indonesian travel patterns has not gone unnoticed by local travel agencies. TX Travel and Dwidaya Tour, two major players in the Indonesian travel industry, have observed a marked increase in bookings to China. Anton Thedy, CEO of TX Travel, shared that bookings for both affordable group tours and high-end packages, some priced above $1,900 per person, are selling out quickly. He emphasized that the diversity of experiences available in China—from natural wonders to rich cultural offerings—has made it an attractive option for a wide variety of Indonesian travelers.

Similarly, Yohannes Heraldo, vice president of marketing communications at Dwidaya Tour, highlighted how China has quickly overtaken other destinations to become the company’s top outbound product. Despite being one of the last countries to reopen after the pandemic, China has surged in popularity, with travelers increasingly opting for alternative routes and experiences that go beyond the traditional tourist spots.

One of the key factors contributing to the boom is the affordability of travel to China. Many Indonesians are drawn to China because of the availability of reasonably priced packages. At the same time, luxury offerings such as premium tours and winter excursions to northern cities like Mohe are also gaining traction among more affluent travelers. This balance between affordability and premium experiences ensures that Chinese tourism can cater to various segments of the Indonesian market.

The Role of Air Connectivity in Expanding Travel Options

Another crucial factor driving the boom in Indonesian travel to China is improved air connectivity. Several airlines, including Batik Air and China Southern, have expanded direct routes between Indonesian cities and various destinations in China. This expanded network has made it easier for travel agencies to create multi-city packages that offer Indonesian tourists the opportunity to explore more of China in one trip.

Direct flights have significantly reduced travel time and cost, making it more convenient for Indonesian travelers to visit cities in China that were once difficult to access. These developments have also encouraged the creation of shorter, more flexible itineraries, which is particularly appealing to those with limited time or who want to explore several destinations in one visit.

In addition to direct flights, travel agencies are increasingly offering customized packages that cater to specific interests, whether it’s cultural exploration, culinary experiences, or nature-based activities. These packages allow Indonesian travelers to design their trips based on their unique preferences, contributing to a more personalized and enriching travel experience.

China’s Transformation: A More Welcoming Destination

As the number of Indonesian tourists increases, China has also undergone a transformation in terms of its tourism offerings. The country has heavily invested in infrastructure improvements, including the development of modern resorts, new theme parks, and well-maintained museums. These advancements have made China a more welcoming destination for families, young travelers, and those seeking both adventure and relaxation.

The rise of modern resorts in cities like Hangzhou and Chengdu, alongside the ongoing development of theme parks and other family-friendly attractions, has made China more appealing to a broad demographic. Chinese tourism is no longer solely about exploring ancient history or iconic landmarks. Instead, it has diversified to include more contemporary experiences, such as high-tech amusement parks and luxury resorts that cater to international tourists.

Pauline Suharno, chairman of the Indonesian Travel Agents Association, noted that these changes are contributing to the country’s growing appeal. She highlighted that China’s evolving tourism experience has leveled up, offering a wide range of attractions.

Conclusion: China’s Rising Appeal Fuels Indonesian Tourism Growth

China’s tourism landscape is undergoing a remarkable transformation, and the rise in Indonesian travelers heading to the country reflects this shift. With improved air connectivity, new and diverse offerings, and a growing interest in destinations beyond the well-trodden paths of Beijing and Shanghai, China is quickly becoming a top destination for Indonesian tourists. The popularity of cities like Harbin, Chengdu, Xi’an, and Hangzhou is helping redefine China as a multifaceted destination that appeals to a wide range of travelers, from those seeking winter festivals like the Ice Festival to those drawn to the country’s rich heritage and evolving infrastructure.

As tourism demand continues to grow, China’s ability to offer a blend of affordable group tours and high-end experiences ensures that it remains an attractive destination for Indonesian travelers. The diverse landscapes, cultural landmarks, modern amenities, and immersive experiences available across the country make it clear that China is no longer just a destination for a week-long visit but rather a place that offers something new at every turn, drawing people back for repeat visits.

For Indonesia’s travel industry, this surge in demand has created opportunities for growth, with travel agencies seeing China move to the top of their outbound product lists. As more Indonesians share their experiences online, the word is spreading, fueling further interest in this dynamic destination. Looking ahead, the Indonesian tourism market’s growing affinity for China signals not only the country’s increasing global appeal but also the broadening horizons for travelers seeking enriching experiences far beyond the usual holiday spots.

In this evolving landscape, the synergy between improved infrastructure, innovative tourism offerings, and Indonesia’s diverse traveler preferences positions China to remain a major player in the tourism industry for years to come. The connection between these two countries is set to deepen, and as more Indonesians explore China’s vast offerings, both nations will continue to benefit from an expanding cultural exchange and thriving tourism economy.