ADVERTISEMENTThe mere mention of Bali provokes images of paradise.
Last year, close to two million Europeans touched down on Indonesian soil, with most visitors making a beeline for the famous beaches.
But beyond the sun-soaked coasts and vibrant nightlife, huge swathes of Indonesia remain unexplored, offering tropical jungles, ancient temples, and stunning natural beauty.
In 2025, Indonesia has shifted its focus from mass tourism to a model that emphasises length of stay and regenerative tourism, and is now shining a spotlight on lesser-known regions.
Speaking to Euronews Travel at ITB Berlin 2025, Ni Made Ayu Marthini, deputy minister for marketing at the Ministry of Tourism and Creative Economy in Indonesia, explains that quality tourism is the new priority, with a focus on everything from sustainability to gastronomy.
Here are the best places in Indonesia to experience it all, in Bali and beyond.
Clean up your act in Likupang
Eco-friendly travel is a concern for an increasing number of holidaymakers, leading Indonesia to launch a national ‘clean tourism’ campaign, backed by the government.
“In the midst of the global problem of waste and plastic, we have a campaign all over Indonesia to make sure that rivers and oceans are clean,” explains Marthini.
“The ministry works with local government, with students, and with the community to pick up the trash and educate people [on sustainability].”
Likupang in North Sulawesi offers an eco-friendly haven if you’re seeking to explore Indonesia’s natural beauty responsibly.
The area is known for pristine beaches, vibrant coral reefs and dense tropical forests, and is currently being designated as a Special Economic Zone (SEZ), an area designed to generate positive economic growth.
Unlike most SEZs in Indonesia, however, Likupang’s focus is on resort-themed tourism, balancing cultural, natural and economic aspects while preserving its beauty through zero waste management and a circular resource economy.
The region is home to a vibrant underwater ecosystem, including rare species like the green sea turtle which, if you’re lucky, you can quietly observe for yourself.
Likupang Beach is the place to do so, with its vast white sandy shore and crystal-clear waters that are perfect for diving, while nearby Lihaga and Gangga Islands also offer spectacular diving experiences.
Swim with the rays in Nusa Tenggara
Home to over 17,000 islands, Indonesia is packed full of marine experiences, from high-octane watersports to animal encounters.
ADVERTISEMENT“You have beaches, you can go diving, snorkelling and explore the biggest coral reef in the world,” says Marthini. “We want to promote that alongside scuba diving, snorkelling, fishing and more.”
With spectacular diving, magnificent waterfalls and bubbling hot springs, the province of Nusa Tenggara ticks all the boxes.
A one-hour flight from Bali’s Denpasar International Airport, the 500-strong chain of volcanic, coral-ringed islands offers technicolour volcanic lakes, unlimited surf breaks and barrels, and underwater worlds teeming with colourful creatures.
In Flores, you can snorkel straight off the beach with an endless amount of shipwreck-laden dive sites swarming with whale sharks, manta rays, and fish.
ADVERTISEMENTGobble gado-gado in gastronomic Ubud
“We have thousands of dishes in Indonesia and all of them have spice, that's why we’re known as the Spice Islands,” says Marthini. “We want to elevate that and introduce Indonesia as a gastronomic destination.”
Ubud, located in the central hills of Bali, is already known for its artistic flair, but in 2024 it was also selected by the UNWTO Gastronomy Tourism Product Development Project as a gastronomic tourism destination. The project aims to strengthen the region as a pillar of cultural and gastronomic heritage while boosting the local economy, creating jobs and driving sustainable development.
The bounty of international cuisine in Ubud befits a cosmopolitan city, but the local delicacies shouldn’t be ignored.
Beyond the budget-friendly ‘warungs’ (small, family-owned eateries), you'll find a range of upscale restaurants offering authentic Balinese and pan-Indonesian dishes. Here, you can indulge in delicacies like ‘babi guling’ (whole-roasted suckling pig) and ‘gado-gado’, a satisfying platter of cooked vegetables drizzled with a rich peanut sauce.
ADVERTISEMENTDiscover serenity in Borobudur
There's a good reason why wellness seekers flock to Indonesia, and while the Balinese massage is a highlight at the countless wellness resorts across the country, Borobudur in Java offers something truly special.
Surrounded by serene landscapes and rich cultural heritage, the area invites you to connect deeply with both nature and spirituality.
Reaching to the heavens, Borobudur Temple dates back to the 8th century and is the largest Buddhist temple in the world. Here you’ll find a peaceful energy that enhances yoga and meditation sessions, while local wellness retreats offer holistic therapies such as Javanese massages and herbal treatments.
Leave the tourist trail in Sumba
Dare to leave the beaten track? Well then jungle treehouses, riverside lodges and beach shacks will give you a warm welcome throughout the archipelago.
ADVERTISEMENTVillagers in remote areas often open their doors to tourists, with cosy homestays known as ‘penginapan’, offering an authentic taste of Indonesian life.
“More than 6,000 villages in Indonesia are ready to welcome tourists in rural areas,” says Marthini. “We want to make sure that tourism is not only for big corporations, but also for the people that live their life in the villages, so it's for them, by them.
“Tourists stay in the villager’s houses, so they enjoy economic benefits while preserving the culture.”
Homestays are popular across Indonesia, though lesser-known destinations often provide a more genuine travel experience.
ADVERTISEMENTFor something truly unique, check out the island of Sumba located in the southern part of the country, where tranquil villages house monolithic stone tombs, stilted houses, and wooden churches.