Not Just Bali: Why Tourists from Malaysia, Singapore, Australia and Saudi Arabia Choose Indonesia, Visa Study Finds

A survey by payment network giant Visa, the "Global Travel Intentions (GTI) 2026" study, reveals that foreign tourists' reasons for visiting Indonesia go beyond simply enjoying beaches, food, or leisure. Some are drawn by cultural proximity, others seek wellness and lifestyle experiences, while others look for family trips with premium accommodation and halal-friendly options.

The study shows that travel patterns and needs differ significantly by country of origin among key markets including Malaysia, Singapore, Australia, and Saudi Arabia. Overall, affordability ranks as the top reason tourists choose Indonesia, even ahead of local cuisine and nature, indicating that how reasonable the travel cost is plays a major role in destination decisions.

The survey also found that 77% of respondents traveled with family, and nearly 60% of their travel spending went toward three core needs: flights, accommodation, and food. This means that when a tourist chooses Indonesia, the economic impact extends well beyond entrance fees to destinations, touching airlines, hotels, restaurants, transportation, shopping centers, and local businesses.

Regarding country-specific traits, Malaysian tourists tend to prioritize geographic proximity, cultural similarity, and regional connectivity, often combining trips with local cuisine, shopping, and various attractions. Despite shared language, culture, and food traditions between Indonesia and Malaysia, travelers still seek distinct experiences unique to Indonesia.