Indonesia on the World Wellness Tourism Map
For Regents, Mayors, Governors, Regional Secretaries
Your province or regency may already have a map you're not using. Let me show you.
TL;DR
- Indonesia ranks in the top 20 wellness markets globally (GWI 2022) — 19th, between the Netherlands and Sweden.
- Indonesia's wellness industry is worth USD 6.4 billion per year, growing 13.3% annually.
- Distribution is uneven — 70% of value concentrates in Bali, while many other regions have equal potential.
What.
The global map places Indonesia as a significant emerging wellness destination — Bali as the international brand, with other provinces underutilised. Indonesia leads in the traditional-medicine sub-sector (jamu, traditional healing) and natural beauty, but lags in mental wellness and preventive medicine — the fastest-growing segments.
Why.
Map position = bargaining position with investors, international tour operators, and central-government grants. Regions on the map get access to funding (Kemenparekraf, BKPM, SOEs), international tour-operator placement, and media exposure. Regions off the map don't exist. Map position isn't automatic — it requires storytelling strategy, masterplan, and operational excellence.
When.
The next five years are a remapping period. Post-saturated Bali, the world is looking for the "next Bali" in Indonesia — Lombok, Belitung, Sumba, Toba, Likupang are being considered. Your region has 24-36 months to build positioning before top-of-mind slots lock.
Where.
Already identified: Bali (luxury wellness), Yogyakarta (cultural wellness), Lombok (eco wellness), Bandung (medical & aesthetic), Belitung (geopark health), Solo (jamu & tradition). Untapped but high potential: West Sumatra (healthy cuisine), North Sulawesi (eco-marine wellness), Maluku (spice & healing), Kalimantan (forest wellness).
Who.
Public actors: Regional Heads, Sekda, Bappeda, tourism & health agency heads, regional tourism SOEs. Private actors: established hotels, regional hospitals, BUMDes, MSME cooperatives, spa & wellness associations. Global players: GWI, UNWTO, Asian medical-tourism associations, global hotel chains. Often missing: integrator consultants who unite everything.
The How
Your region needs a masterplan that combines storytelling, infrastructure, and team capacity-building. Not a brochure. Not an event. A strategy.
The 4W we give for free here. The how — that's what we work on with your team through paid consulting & training.
Train your team — talk to dr. AndrySources
- · GWI 2022 Global Wellness Economy Country Rankings