Why Hidden Gems Are Becoming the New Travel Trend

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Sade Village in Central Lombok, West Nusa Tenggara, September 24, 2024. This village remains steadfast in preserving the authenticity of the Sasak people's culture through its skillful weaving of songket cloth and the unique tradition of cleaning the dirt floor with buffalo dung. This tradition is believed to strengthen the floor's structure and act as a natural insect repellent. Shutterstock

TEMPO.CO, Jakarta - The travel trend among tourists in Indonesia has undergone a significant shift. According to Airbnb's latest report, "Beyond the Beaten Track: Unlocking Tourism Growth Across Asia Pacific," travelers now prefer to explore destinations outside major cities to discover natural beauty, authentic experiences, and cultural connections with local communities. This phenomenon has led to an increasing interest in "hidden gems," reflected in the data showing that 92 percent of Indonesian tourists have visited areas outside major cities in the past year.

This shift in preferences brings a breath of fresh air for the distribution of tourism across Indonesia. One of the areas experiencing the sharpest surge is Lombok, West Nusa Tenggara, which has seen a 68 percent increase in overnight stays compared to the previous year. This growth has positioned Lombok as one of the fastest-growing destinations in the Asia Pacific region.

Not only Lombok, but this trend has also extended to the eastern regions of Indonesia. The Nabire Regency in Papua successfully welcomed guests and received its first Airbnb bookings in 2025, indicating the rise of new tourism potential in previously less-explored areas.

According to Amanpreet Bajaj, Country Head of Airbnb for Southeast Asia & India, this shift in travel behavior is seen as driving a more equitable distribution of the economy. With the growth of this trend, the expansion of access to non-urban destinations is expected to build a much stronger, inclusive Nusantara tourism ecosystem that can preserve local cultural heritage in the long run.

"This increased demand helps to promote more equitable distribution of tourism benefits to various communities, while also supporting Indonesia's efforts in developing responsible tourism," said Bajaj in a press release received by Tempo on Monday, June 8, 2026.

Global Allure and Economic Impact on Local Communities

The surge in the popularity of destinations outside major cities is not only driven by domestic travelers but predominantly by international markets. Airbnb's internal data reveals that 90 percent of guests checking into accommodations outside major Indonesian cities are foreign tourists. These foreign tourists are captivated by stunning natural landscapes and a more peaceful and relaxed vacation ambiance.

On the other hand, the inclination towards more meaningful travel is also strengthening. Based on an Airbnb survey, 95 percent of Indonesian tourists now consider it important to visit destinations that support the well-being of local communities. Additionally, 100 percent of respondents acknowledge that hosts' recommendations greatly influence their spending decisions while traveling. The positive impact is that tourist spending now directly benefits grassroots economic players, ranging from local cafes and restaurants to traditional markets.

Infrastructure Disparity

Despite the soaring interest in alternative destinations, infrastructure limitations often remain the primary challenge for remote areas to develop. The presence of accommodation platforms is considered to bridge this gap by expanding access to inclusive lodging. Currently, nearly one in five Airbnb accommodations in Indonesia is located outside major cities. Additionally, one in four tourists in the Asia Pacific region stated that they would not visit hidden gem destinations if alternative accommodation platforms like this were not available.

Laode Muhamad Ashegaf contributed to this article

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