Indonesia's Tourism Industry Shifts Focus to Visitor Duration

Beyond Arrival Numbers: A New Metric for Success

Indonesia's tourism sector is recalibrating its success metrics, moving beyond mere tourist arrival numbers to focus on visitor duration. According to Azril Azhari, Chairman of the Indonesian Tourism Experts Association (ICPI), the length of stay is a more meaningful indicator of the industry's true health and economic impact.

Recent Trends in International Tourist Arrivals

Data from the Central Statistics Agency (BPS) reveals that September 2025 saw 1.39 million international tourist arrivals, representing a 9.04% year-on-year increase. However, this figure represents a decline from the preceding three months, which recorded 1.41 million in June, 1.48 million in July, and 1.5 million in August 2025.

Expert Insights on Future Prospects

Azril Azhari remains optimistic about the fourth quarter of 2025, predicting a natural uptick in tourist arrivals. He attributes this expected growth to the inherent 'autopilot' nature of the tourism industry, particularly during the year's end. Azhari emphasizes the importance of government policies and stimulus in further boosting the sector, suggesting that without such measures, the industry would continue to operate on its current trajectory.

Implications for Indonesia's Tourism Strategy

The shift in focus towards visitor duration reflects a more nuanced understanding of what drives economic benefits for the tourism sector. By prioritizing the quality and depth of tourist experiences, Indonesia aims to maximize the economic returns from its tourism industry. This strategic reorientation could lead to more targeted policies and initiatives designed to encourage longer stays and deeper engagement with local cultures and attractions.