Indonesia’s tourism pivots to rural locales as foreign visitors chase hidden gems

Airbnb’s latest Asia‑Pacific report shows a sharp rise in international travelers opting for Indonesian destinations outside major cities. Almost one‑fifth of the country’s listed accommodations are now in non‑urban areas, and the average stay length grew more than 15% in 2025. West Nusa Tenggara, especially Lombok, recorded a 68% annual increase in stay duration, while eastern regions such as Nabire logged its first Airbnb bookings in 2025. Around 90% of guests in these off‑beat locales are foreign tourists.

Travelers are also increasingly motivated by social impact: 95% say they prefer sites that benefit local communities, and 85% would explore smaller towns if suitable lodging exists. Airbnb’s Southeast Asia and India head Amanpreet Bajaj noted, “In Indonesia, tourists are shifting from famous spots to quieter areas that offer a slower pace, personal connections and authentic local life.”

Meanwhile, Indonesian coffee continues to grow as a top souvenir. Specialty beans such as Kopi Luwak from the Artcofie brand are marketed abroad as cultural ambassadors. Alfian of Erefindo Group emphasized, “Kopi Luwak Artcofie is not just a product, it’s a cultural envoy bringing Indonesia’s warmth to the world.” The coffee boom further reinforces the country’s image as a destination that blends natural beauty with rich heritage.