The Indonesian Ministry of Tourism is targeting China’s growing outbound travel market by showcasing Labuan Bajo and Bali to seven travel agencies and tour operators.
The Ministry has invited several prominent Chinese travel agents and tour operators (TA/TOs) to explore the premier destinations of Labuan Bajo and Bali through a familiarisation trip (famtrip) held from the 19th to the 25th of October. Ni Made Ayu Marthini, the Ministry’s Deputy for Marketing, stated on Wednesday, the 28th of October, that the initiative provides Chinese travel agents and tour operators with first-hand experience, equipping them to design and market Indonesian tour packages that appeal to Chinese travellers.
“This famtrip was designed to demonstrate first-hand that Indonesia’s top destinations are ready to compete in the international market by offering world-class experiences. We hope the participants [Chinese travel agents and tour operators] will be able to develop and promote Indonesian tour packages that are increasingly competitive and well aligned with the preferences of Chinese tourists,” said Marthini.
The famtrip to Labuan Bajo and Bali involved seven Chinese travel agencies and tour operators, in collaboration with China Southern Airlines as the official airline partner, as well as AYANA Komodo Waecicu Beach in Labuan Bajo and The Westin Resort & Spa Ubud in Bali as official accommodation partners. The seven participating travel agencies and tour operators were China Bamboo Garden International Travel Service Co., Ltd. (Beijing); Guangdong Asia-Pacific Travel (BOBO Travel) (Guangzhou); GZL International Travel Service Ltd. (Guangzhou); Hangzhou China Travel Service Group (Hangzhou); China International Travel Service (Jiangsu) Co., Ltd. (Nanjing); Shenzhen Dreamka Travel (Shenzhen); and Charm Deer (Shanghai).
In Labuan Bajo, the participants enjoyed a liveaboard experience aboard a traditional phinisi boat, along with snorkelling activities around Kelor Island, Padar Island, Pink Beach and Komodo Island. Meanwhile, in Bali, the participants experienced spa treatments at Heavenly Spa by Westin and explored the culinary richness of the Island of the Gods, including a tasting of authentic Balinese coffee.
According to data from Statistics Indonesia, arrivals from China throughout the year 2025 reached 1.34 million, making China the fourth-largest source market for international tourists, after Malaysia, Australia, and Singapore. From January to August 2026, arrivals from China reached 1.054 million, representing an increase of 16.46% compared with the 905,002 arrivals recorded during the same period the previous year. This growth outpaced the 5.38% increase in total international tourist arrivals.