The Ministry of Tourism is developing a sustainable wellness tourism ecosystem while, in parallel, creating more senior-friendly travel experiences to meet changing global travel trends.
Tourism Ministry spokesperson Nia Niscaya recently highlighted to Indonesia news agency ANTARA that this strategy is designed to improve Indonesia’s competitiveness by attracting visitors who stay longer and spend more.
“Wellness tourism is a strategic priority for the ministry because it supports high-quality tourism development,“ Niscaya said.
The ministry’s wellness roadmap includes upgrading destinations, raising service standards, encouraging product innovation, attracting investment, expanding marketing efforts, and improving workforce skills.
Officials say wellness travelers- particularly Millenials and Gen Z- increasingly prioritize experiences, wellness activities, sporting events, and authentic local culture over traditional sightseeing. If provided with all those experiences, they typically enjoy longer stays and generate higher visitor spending.
Wellness tourism also complements other growing segments, including sports tourism, adventure travel, and immersive destination experiences.
According to government data, wellness-related activities accounted for 13.35% of international visitor arrivals to Indonesia in 2024.
The opportunity extends well beyond Indonesia. The Global Wellness Institute estimates the global wellness economy reached US$6.8 trillion in 2024 and is projected to grow to US$9.75 trillion by 2029. The institute also ranks Indonesia as Southeast Asia’s largest wellness economy, valued at US$55.8 billion.
Senior tourism fits with wellness tourism
In parallel to the wellness segment, Indonesia is preparing for another major demographic shift: the rapid growth of the global senior travel market.
The ministry sees strong links between wellness and senior tourism, as older travelers increasingly seek destinations offering accessible facilities, preventive healthcare, healthy cuisine, and wellness experiences that support active lifestyles.
To capitalize on the trend, the ministry is working with government agencies, tourism businesses, healthcare providers, universities, and industry associations to develop a senior-friendly tourism ecosystem.
Officials say the initiative goes beyond improving accessibility. Beside raising service standards, Indonesia needs to redesigning travel experiences that combine cultural attractions, nature, wellness treatments, and healthy dining.
Senior-friendly tourism also requires better access to medical and wellness services, flexible itineraries, and infrastructure tailored to meet the physical and social needs of older travelers.
The ministry believes combining wellness and senior tourism creates a natural fit, allowing Indonesia to appeal to one of the world’s fastest-expanding travel demographics while encouraging longer stays and higher visitor spending.