Why Chinese Tourists Love Manado Sea & Bromo? Here's Why

Amidst the constantly shifting global travel landscape, Indonesia is seizing a pivotal moment. Chinese tourists are no longer just seeking the comfort of packaged tours, but authentic adventures flowing from the archipelago's nature and culture. 

From the deep blue waters of Manado to the magical silhouette of Bromo beneath the dawn sky, this nation is becoming a new stage for more personal and meaningful exploration.

Destinations favored by Chinese tourists visiting Indonesia include natural landscapes like Manado's seas in North Sulawesi and the mountainous Bromo-Tengger-Semeru (BTS) area. 

In these two contrasting landscapes—tropical coral reefs and volcanic savannas—they discover inspiring spaces far removed from urban density.

Yet their adventures extend beyond panoramas. Chinese tourists also spend significantly to savor Indonesian-flavored seafood cuisine. 

Bajo and Manado seafood dishes have become magnets, shattering old assumptions about their culinary preferences.

"We used to assume they needed Chinese food, but not necessarily. There's seafood in Bajo and Manado—that's why Manado has many Chinese tourists," said Ni Made Ayu Marthini, Deputy Minister for Marketing at the Ministry of Tourism.

New trends also emerge during major holidays like New Year and Lunar New Year. During these periods, Chinese tourists increasingly prefer renting junior suite rooms. 

Their uploaded content showcases not just travel photos but lifestyle representations, highlighting the luxury of hotels they visit. 

Another growing preference is family stays at resorts, enjoying quality time in tropical settings.

In recent years, Chinese tourists' interest in adventurous activities like diving and golf has also risen.

"This benefits us (through promotion) since their spending is high and they don't hesitate. Especially with our exceptionally beautiful seas," added Made.

Shifting Behavior of Chinese Tourists

Behind rising visitor numbers lies a transformation in how Chinese tourists experience journeys. 

The Tourism Ministry notes changing behavioral trends among Chinese tourists visiting Indonesia.

"There's now a substantive shift in Chinese tourists' behavior," she stated.

Pre-pandemic, their travel was synonymous with large bus-tour groups averaging 5-6 people due to language barriers. 

This pattern has drastically changed. Many now travel in pairs or solo, enabled by technology.

Advances in translation platforms and artificial intelligence (AI) facilitate easier communication.

"When traveling to Bromo, for example, it's no issue—they know where to stay. Now they have major online platforms, unlike when travel agents were essential. This era's changes drive behavioral shifts," explained Made.

Beyond Indonesia, they're exploring further into Europe and other Asian regions, signaling stronger purchasing power and broader exploratory desires.

China: A Major Market Flowing Steadily into Indonesia

With nearly 1.2 million visits from January-September 2025, China ranks among Indonesia's top 15 source countries for tourists. 

This figure reflects not just statistics but deepening bilateral ties and expanding opportunities.

Geopolitical tensions between Japan and China present additional opportunities for Indonesia.

"We hope to capture this windfall—positively for us and enabling their (foreign tourists') access to Indonesia," she expressed.

To sustain this momentum, the Tourism Ministry is intensifying international promotions and designing travel packages aligned with new Chinese tourist interests—from serenity seekers and culinary enthusiasts to nature explorers.