Working in Market - Indonesia

Distribution system

In Indonesia, travelers have access to various channels for planning and booking their trips. However, the majority still rely on traditional retail travel agencies and Online Travel Agencies (OTAs). One of the most popular platforms for discovering travel deals is the Consumer Travel Fair—a well-known B2B2C travel sales event held both offline and online. As a result, the Free and Independent Travel (FIT) segment is experiencing notable growth within the Indonesian market. 

Wholesalers/large agents

Commission level: 10% - 15%

• Indonesia now has over 25,000 travel agencies operating across Indonesia. A number of leading travel agents — such as Avia Tour, Antavaya Tour, Bayu Buana Tour, Dwidaya Tour, Golden Rama Tour, Smailing Tour, Panorama Tour, and Wita Tour in Jakarta, as well as Celindo Tour, Monas Tour, and Haryono Tour in Surabaya continue to play prominent roles in the industry. These agencies have developed their own packages to promote destinations like Australia and cater to both leisure and business events. 
• The relationship between Australian wholesalers and specialized Indonesian travel agents is becoming increasingly collaborative, driven by the rise of online channels and growing demand for customized Free and Independent Travel (FIT) products. 
• The traditional retail model remains prevalent in Indonesia. However, larger retail agencies often also act as wholesalers, creating and marketing their own programs in collaboration with Inbound Tour Operators (ITOs), and distributing them to smaller agencies. 

Retail agents 

Commission level: 10% - 15%

• Most retail agencies handle both leisure and business events in a highly competitive market. However, there are a few agencies that solely concentrate on incentive business. 
• Preferred relationships between retail and wholesale operators are focused on product and destination training, sales tools, shared technology, marketing support, networking and familiarization opportunities. 

Online

• Indonesia’s online travel industry continues to experience steady growth, with a projected year-on-year increase of 15%. Online travel platforms such as Traveloka and Tiket.com have simplified trip planning and booking for consumers, prompting many traditional travel agencies to expand their services online. However, the primary booking channels remain travel agents—both in-person and online—and major travel events such as the Consumer Travel Fair. 
• While the internet plays a vital role for travel agencies in terms of information gathering and customer communication, most bookings are still made through traditional channels, wholesalers, and Inbound Tour Operators (ITOs). 
• Leading retail travel agencies in Indonesia are increasingly enhancing their digital presence. Many are upgrading their websites to be e-commerce enabled, allowing direct bookings of accommodation, flight tickets, attraction entries, and experience-based products. 

Aussie Specialists

• The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia. 
• There are over 670 active qualified Aussie Specialists in Indonesia. 

Inbound Tour Operators

Commission level: ITOs will usually offer a net rate to agents

• Inbound Tour Operators (ITOs) continue to manage the vast majority of group holiday travel to Australia, including incentive travel bookings made through travel agents. 
• Key players in the market include those with dedicated market representatives, such as PTC Express Travel, Xceptional Tours Australia (Xcta), Dream Tours and Incentives Management (Dtim), H2Oz Travel, and Turtle Down Under. 

Trends

• Jakarta is the main source market for Australia with the majority of Indonesian travelers departing from there; and Jakarta has the largest population.  
• Surabaya, Indonesia’s second-largest city, is a growing outbound market. It has a more traditional market distribution with consumers continuing to rely on local travel agents for travel consultations and bookings 
• Consumer travel fairs remain a key booking period in the market, offering attractive deals from airlines and value-added benefits from bank partners, such as cash rebates and double reward points. These incentives are a major driver behind the continued growth of the FIT (Free Independent Traveler) segment. 
• Social media plays a vital role in how Indonesian travelers discover and plan their trips, with influencers and peer reviews having a strong impact on their travel decisions 
• There is a growing interest among Indonesian consumers in major sporting and entertainment events. Many travelers are keen to participate in activities such as marathons and triathlons, while others are enthusiastic about attending events like the Australian Open and Formula One races. 
• Indonesia has the world’s largest Muslim population, presenting a significant opportunity for Australian operators that are prepared to cater to Muslim-friendly travel. With around 80% of Indonesians identifying as Muslim, This underscores the importance of offering halal food options, prayer facilities, and culturally respectful services within tourism experiences. 

Planning and purchasing travel

• Indonesian FIT travelers typically book one to two months in advance during low seasons and at least four months ahead for high season.  
• While some Indonesian travelers may book closer to their departure dates, there's a clear trend among Indonesian FIT travelers towards earlier planning, particularly for high-demand periods and upscale accommodations. 

Planning a visit to market

Top tips for sales calls

• The most suitable time for sales calls would be during the pre-peak period, before the start of major travel fairs—specifically in July–August 2025 and mid-January to February 2026. Avoid scheduling sales calls during peak periods, including February–March 2025 (coinciding with Ramadan and Hari Raya Eid al-Fitr), the June school holiday season, and the December Christmas holidays. 
• It is common to leverage events in market for pre or post sales calls, especially around the Australia Marketplace held in South East Asia region.   
• Trust and relationship management is important in the Indonesian market as it helps to build loyalty. 
• Jakarta is the key market for sales calls. plan a realistic schedule by grouping visits within the same area to maximize efficiency and minimize time lost in traffic. 
• For more general information on sales calls and planning a visit to market, please see Tourism Australia’s 'Tourism Export Toolkit'.