UN Tourism unveils its latest Indonesia investment guidelines
To boost country’s tourism sector
UN Tourism has unveiled its latest investment publication, ‘Tourism Doing Business: Investing in Indonesia.’ The guide provides a comprehensive overview of Indonesia’s tourism sector, positioning the Southeast Asian nation as a prime destination for sustainable investment. It provides detailed insights for global investors and highlights a tourism market that has consistently demonstrated strong growth, resilience, and opportunity.
With its unparalleled natural beauty and cultural heritage, Indonesia has garnered significant attention as an investment hotspot. According to UN Tourism, the country recorded an impressive $60 billion in foreign direct investment (FDI) across all sectors in 2024 alone, far exceeding its ten-year average.
The nation’s tourism sector has generated $16.1 billion since 2018, with foreign investors contributing over a third of that amount—$5.6 billion—highlighting growing international confidence in Indonesia’s tourism potential.
The new guidelines aim to simplify and encourage responsible investment in tourism by providing clear, data-backed direction. Developed in partnership with Indonesia’s Ministry of Tourism, the document is designed to help domestic and international investors navigate an increasingly dynamic and diverse market.
From the unspoilt beaches of Lombok to the mystical ruins of Borobudur, Indonesia continues to captivate the imagination of travellers and investors alike. Much of the momentum has been driven by strategic government reforms, policies favouring public-private partnerships, and a focused effort to improve tourism infrastructure.
10 Super Priority Destinations
Among the standout investment opportunities are Indonesia’s 10 Super Priority Destinations. These areas include iconic sites such as Lake Toba, the pristine diving haven of Raja Ampat, and the gateway to Komodo National Park, Labuan Bajo. Each location has been selected for its unique natural and cultural appeal, readiness for sustainable development, and adherence to international tourism standards.
In addition, the government has introduced three Regenerative Tourism Destinations in Bali, the Riau Islands, and Jakarta. These regions are shaped by forward-thinking tourism models prioritising local empowerment, environmental stewardship, and long-term sustainability. The regenerative model minimises harm and contributes to the social and ecological health of these destinations.
Complementing these efforts are several bold short-term strategies aimed at elevating Indonesia’s global tourism brand. Initiatives such as the Clean Tourism Movement, Tourism 5.0, and the Tourism Village Programme reshape how tourism is experienced and managed. These projects focus on innovation, digital transformation, and community-based tourism that honours Indonesia’s rich cultural heritage while creating economic opportunities at the grassroots level.
A total of 11 Special Tourism Economic Zones (TEZS) add to the appeal for investors. These zones offer streamlined regulations, tax incentives, and infrastructure support to accelerate the development of tourism enterprises. Whether it’s hospitality, transport, eco-tourism, or cultural tourism, the TEZS present a well-structured entry point for serious investors seeking sustainable returns.
UN Tourism Secretary-General Zurab Pololikashvili praised Indonesia’s approach: “Indonesia’s proactive tourism strategy shows how vision and investment can turn destinations into engines for inclusive, sustainable growth. With strong public-private partnerships and a clear development roadmap, Indonesia continues to lead by example in the region.”
The sentiment is echoed by Indonesia’s Minister of Tourism, Widiyanti Putri Wardhana, who emphasised the strategic importance of the guidelines. “These Guidelines are a significant milestone in our ongoing work to position Indonesia as a leading destination for tourism investment and business,” she said. “It is more than just a tool. It is a roadmap to help investors navigate and unlock the immense potential of Indonesia’s thriving tourism sector.”
The publication represents more than just an investment pitch—it is a vision for how tourism can drive equitable economic growth, cultural preservation, and environmental restoration. By aligning investor interests with national development goals, Indonesia aims to become a top tourist destination and a global leader in sustainable tourism investment.
As the tourism industry continues to rebound globally following years of pandemic-related disruptions, countries like Indonesia, which combine natural assets with policy innovation, will likely emerge at the forefront. The latest UN Tourism guide signals renewed confidence in the future of travel and the role that strategic investment plays in shaping it.
Indonesia offers a compelling proposition for investors seeking high-growth opportunities grounded in sustainability. The country’s young population, improving infrastructure, digital transformation efforts, and pro-business environment all contribute to a ready-for-scale tourism sector.
Image: From the unspoilt beaches of Lombok to the mystical ruins of Borobudur, Indonesia captivates the imagination of travellers and investors alike. Credit: TMS Sam
