Indonesia is using the cultural resonance of the Year of the Dragon to attract Chinese travelers to Labuan Bajo on Flores Island, nearby Komodo Island, and other eastern frontier destinations. Tourism promoters have tied these islands—home to sandy beaches, vibrant coral reefs, and the rare Komodo dragons found only in Indonesia—to the symbolic and mythical creature to boost visitor numbers.
Meruorah Komodo Labuan Bajo Reaches 43 Percent Chinese Guest Occupancy
At Meruorah Komodo Labuan Bajo, a five-star hotel that hosted the 42nd Association of Southeast Asian Nations Summit in 2023, Chinese guests now account for 43 percent of occupancy. Sankar Adityas Cahyo, the hotel’s marketing communication and PR manager, stated that China is currently their number-one source market. As of August, the number of Chinese visitors staying at the property had increased by 20 percent from the 2025 total.
To cater to this demographic, the hotel offers Chinese cuisine, special menus for Spring Festival, and Mandarin-language assistance. In March, these accommodations earned the property Trip.com Group’s “Chinese Friendly Hotel 2026” certification. Beyond Meruorah, Labuan Bajo—which evolved from an undeveloped fishing town and inter-island ferry terminal in the early 1980s into the capital of West Manggarai Regency—features five other five-star hotels, alongside unrated and budget properties where visitors also stay.
Chinese Tourists Rank Among Top Clients at Upscale Resorts
Chinese tourists also rank among the top clients at other upscale hotels in the region. Jefrianus Jebarus, resort manager of Plataran Komodo Resort & Spa in Labuan Bajo, noted that China has been among the property’s top three source markets over the past two years. Jebarus highlighted that arrivals increase significantly during the Chinese New Year and Golden Week periods, demonstrating continued growth in the market.
Tour operators report that Chinese travelers frequently arrive in groups, rely on translation apps to communicate, and show an adventurous spirit in exploring traditional villages and volcanic lakes. These visits support broader government economic targets as Indonesia works to lift growth, with the tourism sector aiming to contribute 4.7 percent to GDP this year.
Did You Know? Labuan Bajo on Flores Island transformed from an undeveloped fishing town and inter-island ferry terminal in the early 1980s into the capital of West Manggarai Regency and a central hub for luxury tourism.
Expanding Beyond Bali Through the 10 New Balis Initiative
While the resort island of Bali has long served as the crown jewel of Indonesia’s tourism sector by contributing more than half of the country’s tourism earnings, the government is actively expanding its reach. In 2016, then-president Joko Widodo launched the “10 New Balis” tourism program to attract visitors to diverse destinations across 10 provinces in the country’s western and eastern regions.
These designated locations were developed to showcase unique environments, ancient heritage sites, traditional cultural performances, tropical islands, world-class diving sites, and the iconic Komodo dragon.
Frequently Asked Questions
Chinese guests account for 43 percent of occupancy at the five-star hotel, according to marketing communication and PR manager Sankar Adityas Cahyo.
The hotel received Trip.com Group’s “Chinese Friendly Hotel 2026” certification for providing visitors with a more familiar and welcoming experience, including Chinese cuisine, Spring Festival menus, and Mandarin-language assistance.
Then-president Joko Widodo launched the initiative in 2016 to attract visitors to destinations across 10 provinces in Indonesia’s western and eastern regions.