Travel Trend 2025: Indonesia Beats Japan & Malaysia for Europeans

According to Agoda's report 'Summer Travel Trends from Europe to Asia,' Indonesia has taken second place among the most attractive Asian destinations for summer 2025, right after Thailand.

The British search for any Asian trips more than others, but it is the French who most frequently choose Indonesia, ahead of the Dutch, Germans, and Spaniards. Bali dominates their search queries, although Italians especially visited the island in 2024 – a country that rarely tops the list of visitors.

Besides Bali, Europeans are increasingly discovering Lombok and even the metropolis of Jakarta, confirming that Indonesia offers much more than just beach vacations.

Interest in Asia as a whole is growing: search queries about Malaysia increased by 20% from last year, China by 14% (following visa waivers for several EU countries), and Sri Lanka by 13%. Among European markets, Greece showed the greatest dynamics (+23%), Turkey (+21%), and Poland (+17%).

‘Asia remains the main choice for Europeans for the summer, and Indonesia captivates guests with its rich culture, nature, and hospitality,’ noted Gede Gunawan, regional representative at Agoda.

A total of 2,377,798 people from Europe visited the country.

About 40% of Europeans choose Indonesia for its cultural diversity. Germans, for example, often return to explore not only Bali but also more remote islands. The combination of ancient temples, unique rituals, and natural landscapes – from volcanoes to coral reefs – is what attracts them.

In the overall tourist flow to Bali, Europeans remain a minority: Australians, Chinese, and guests from neighboring Asian countries lead.

Sources: bps.go.id, nusabali, agoda