Rethinking Indonesia’s Under-achieving Inbound Tourism Sector, with Nur Wulan T

“Indonesia has the potential to lead in eco-tourism, in cultural heritage and in Muslim-friendly tourism... but it tries to promote everything all at once, which dilutes the message.” Beautiful, vast and complex, Indonesia is the world’s largest archipelago nation, and home to the planet’s fourth-largest population. But tourism is heavily concentrated in Bali, which recorded 45% of inbound arrivals to Indonesia in 2024. Meanwhile, Indonesia lags behind Thailand, Malaysia, Singapore and Vietnam for visitor arrivals, attracting 13.1 million visitors in 2024, while generating more than 1 billion domestic trips. So why does it underperform for inbound tourism? This week, Gary is joined by Bali-based travel executive Nur Wulan T, who has worked for leading travel-tech players and airlines, including Garuda, Traveloka, Tiket.com and STAAH, and is a speaker on tourism and hospitality topics. We discuss the diverse impacts of Indonesia’s infrastructure deficit and high domestic airfares. Plus, we asses the mixed progress of the 5 Super Priority Destinations - Lake Toba, Borobudur, Labuan Bajo, Mandalika and Likupang - and Bali's long-touted second airport. Wulan also explains the untapped potential of Sumba and Papua, the lessons to be learned from other Asian countries that are pushing creative boundaries in Muslim tourism, and areas for improvement in destination marketing.