Bali Sees Surge in Popularity Among European Tourists, New Data Reveals

June 14, 2025
Recent travel data indicates that Bali is experiencing a significant increase in demand from European tourists, reaffirming its status as a top travel destination. According to the online travel platform Agoda, Indonesia ranks as the second most sought-after destination for European travelers venturing to Asia, just behind Thailand.

Growing Demand for Indonesian Destinations

Agoda’s research focuses on accommodation search results for the summer vacation period, specifically from July to August 2025, which marks the peak holiday season for many Europeans. The findings reveal that Bali, with its rich cultural heritage and natural beauty, remains at the forefront of this surge in interest from European holidaymakers.

The most in-demand destinations, according to Agoda, are Japan, Malaysia, and Vietnam, with Vietnam breaking into the top five for the first time. Agoda’s Senior Country Director for Indonesia, Gede Gunawan, noted, “Asia continues to be the primary choice for summer vacations among Europeans, and Indonesia stands out as a desirable location due to its comprehensive range of cultural and natural attractions, along with its famed hospitality.”

Key Markets Driving the Interest

The data also uncovers which European nations are most eager to explore Asia. Tourists from the United Kingdom lead the pack, closely followed by travelers from France, Germany, Spain, and the Netherlands. Notably, France tops the list of countries showing heightened interest in visiting Indonesia, with Dutch, British, and Spanish tourists closely behind.

Bali’s Leading Role

As the premier Indonesian destination, Bali remains particularly appealing to European visitors. Competing resort areas such as Bangkok and Koh Samui rank in second and third place, respectively. Koh Samui’s rise can be partly attributed to the popularity of the HBO series "The White Lotus," which is set on the island and has generated considerable interest.

In addition to Bali, Agoda’s data highlights a growing interest in other Indonesian destinations like Lombok and Jakarta. Improved flight connections across the region are making it increasingly convenient for travelers to explore multiple destinations during their trips.

Multi-Country Travel Experiences

One of the alluring aspects for European tourists visiting Asia is the feasibility of creating multi-stop itineraries, allowing them to experience multiple destinations, even within a two-week vacation. For instance, a two-week itinerary can seamlessly include stops in Bangkok, Denpasar (Bali), and Ho Chi Minh City.

Vietnam Airlines has recently inaugurated a direct flight service linking Bali’s I Gusti Ngurah Rai International Airport with Ho Chi Minh City, which enhances accessibility for travelers.

Within Indonesia, travelers have the option to explore a variety of sites, starting in Bali before venturing to nearby Gili Islands, Lombok, and Labuan Bajo. The travel routes are easy to navigate, enabling tourists to experience diverse landscapes and cultural sites efficiently.

Natural Wonders Await

For those adventurous travelers, East Java offers breathtaking natural beauty, from the stunning Mount Ijen to the volcanic landscapes of Mount Bromo. Further afield, North Sumatra presents unique opportunities for wildlife encounters, featuring the Leuser Ecosystem, home to orangutans, tigers, elephants, and rhinos.

As Bali continues to capture the hearts of European tourists, the growing demand signals a positive trend for the region’s tourism industry, emphasizing the importance of Bali in the broader context of Indonesian travel.

As summer approaches, the spotlight is clearly on Bali, showcasing its enduring appeal to international travelers.

For those looking to explore Bali and beyond, the latest travel data reinforces the island’s status as a must-visit destination in Asia.