The country’s latest push follows its rise to second place in the 2026 Global Muslim Travel Index among OIC destinations, with Malaysia still in front and Saudi Arabia and Turkiye ranked behind Indonesia.
A sharper tourism pitch
The Ministry of Tourism says it will strengthen Muslim-friendly tourism by improving destination readiness, service quality, accessibility and cooperation with industry players. The ministry’s message is clear: the recent ranking is not a finish line, but a platform for further growth.
That ambition matters for a market that is expanding quickly. According to the 2026 Global Muslim Travel Index, the global Muslim travel market is forecast to reach 208 million international arrivals in 2026 and 262 million by 2030. The Global Muslim Travel Index 2026 forecasts that the global Muslim travel market will reach 208 million international arrivals in 2026. The Global Muslim Travel Index 2026 projects that the global Muslim travel market will reach about 262 million international arrivals by 2030; spending is expected to reach hundreds of billions of US dollars by that time, according to the report.
Indonesia’s latest result gives it stronger positioning in that growth story. The country is ranked second among OIC destinations in the 2026 Global Muslim Travel Index, after Malaysia. The ranking places Indonesia in direct competition with established regional players that already market halal travel aggressively.
Officials are also linking tourism promotion to broader digital upgrades. The 2026 Global Muslim Travel Index report highlights how AI tools and smart technology are reshaping trends for global Muslim travelers, with Southeast Asian destinations among the key beneficiaries. That matters because service quality and ease of access increasingly shape travel decisions for Muslim visitors.
Expo drive and destination depth
Indonesia plans to use major Islamic-themed trade and tourism events in Jakarta as key showcases for Muslim-friendly destinations, according to officials, although specific event names and dates have not been formally confirmed in widely available public sources.
Those destinations include West Sumatra, Lombok, Banten, West Java, East Java and South Sulawesi. The breadth of the list is important. It shows the campaign is not built around one island or one city. It is aimed at spreading demand across multiple regions.
Officials have also set a clear ambition. They want Indonesia to become the world’s number one Muslim-friendly destination. That goal is being framed as a practical target, not just a slogan.
For investors, the implications extend beyond hotels and tour operators. A stronger Muslim-friendly tourism profile can support airlines, airports, food services, retail, digital travel platforms and Shariah-compliant finance products tied to hospitality growth. It also gives local governments a reason to improve visitor infrastructure more quickly.
The near-term signal is positive. Indonesia now has a better ranking, a more focused policy message and a larger market backdrop. Investors should watch whether the country turns this branding momentum into sustained arrivals, longer stays and deeper spending over the next peak travel cycle.
