NTB Ready to Become 2026 Tourist Magnet, Targeting Increased Visits

West Nusa Tenggara (NTB) is increasingly solidifying its position as one of Indonesia's premier national tourism destinations. The NTB Provincial Government targets domestic and international tourist visits to exceed 2.5 million by 2026, aligning with the post-pandemic Tourism Recovery trend.

This target corresponds with the Regional Medium-Term Development Plan (RPJMD) established by the local government. Head of NTB Tourism Office, Ajmad Nur Aulia, stated tourist arrivals in 2026 are projected to surpass 2.5 million people.

"According to the established RPJMD, the target is 2.555 million people," he said in Mataram on Monday, January 12, 2026.

This optimism is not unfounded. In recent years, NTB's tourism sector has shown consistent growth, particularly after the COVID-19 pandemic. Favorite destinations such as Lombok, Mandalika, and Sumbawa regions have regained their popularity among visitors.

According to Aulia, various central government programs have contributed to increasing tourist visits to NTB. Additionally, the resurgence of travel trends is a key factor in setting this target.

"We also observe trends showing increased visitation in recent years. Especially post-COVID-19, monthly statistics continue rising, making this a key consideration for determining tourist arrival targets," explained Aulia.

In 2025, NTB targeted 2.3 million tourist visits and successfully achieved this goal. International tourists were predominantly from Malaysia, Australia, Germany, and other European countries, demonstrating NTB's appeal extends beyond domestic markets to international recognition.

Notably, NTB's tourism focus in 2026 extends beyond visitor numbers. The local government is shifting attention to increasing tourists' length of stay, a strategy proven to directly impact local economic circulation.

"In 2026, we're focusing on extending tourists' length of stay at destinations, ultimately driving regional economic growth," he elaborated.

For travelers, this approach promises richer experiences. NTB offers not only beaches and natural landscapes but also Cultural Tourism, local cuisine, village tourism, and national/international-scale events—combinations expected to encourage extended exploration.

Destination readiness is crucial for achieving these targets. The local government is enhancing facilities and amenities across regencies and cities, including accessibility, infrastructure, and service quality. These factors significantly impact tourist comfort, especially for younger generations who actively share travel experiences on social media.

Beyond destination improvements, promotion remains key. The NTB Tourism Office has coordinated with the NTB Regional Tourism Promotion Board (BPPD) to design measurable, targeted promotional strategies, including digital platforms.

"Moreover, tourism industry players won't remain passive in implementing their own promotional strategies," added Aulia.

Aulia remains optimistic about NTB's tourism growth in 2026 with multi-stakeholder support. Strengthening destinations, improving accommodations, consistent promotion, and enhancing air/land/sea connectivity form the foundation. Equally vital is the involvement of tourism operators, associations, MSMEs, and local communities in sustainably strengthening NTB's Tourism Ecosystem.

"This is our collective endeavor—ensuring tourist visits aren't just about targets. We aim for tourism to drive regional economic growth and community welfare," he emphasized.

With complete natural potential, rich culture, and increasingly mature tourism development strategies, NTB appears ready to become a mandatory destination for travelers seeking authentic Indonesian holiday experiences.