A New Tourism Frontier: How Health and Wellness Can Drive Indonesia’s Future Economy

Indonesia stands at the threshold of a major transformation in its tourism economy. As global travel trends shift in the post-pandemic era, a powerful synergy between the Ministry of Health and the Ministry of Tourism could unlock a new engine of growth: health and wellness tourism.

Globally, the health and wellness sector is booming. According to the Global Wellness Institute, this market surpassed USD 4.9 trillion in 2023 and is projected to exceed USD 7 trillion by 2025. This is no longer a niche—this is a global movement. Indonesia, with its vast biodiversity, rich healing traditions, modern healthcare capabilities, and emerging Health Special Economic Zones (SEZs), has a unique opportunity to become a regional leader in this sector.

A Silver Opportunity: Aging Populations, Untapped Demand

We are witnessing a regional demographic shift. Japan currently has more than 36 million elderly citizens (aged 65 and above)—accounting for 29% of its population. ASEAN is following closely behind, with projections suggesting that by 2030, more than 100 million Southeast Asians will be over 60 years old.

This “silver economy” will demand more than just treatment. It will require preventive care, post-treatment rehabilitation, lifestyle wellness, and culturally enriching environments. Imagine elderly Japanese retirees spending three serene months in Malang, enjoying therapeutic activities surrounded by mountains and cool air. Envision senior citizens from Singapore and Malaysia recovering in facilities in Bali, Banyuwangi, or Lake Toba—where healing blends with nature, culture, and comfort.

Malang Leads the Way

One standout example is Malang, East Java—already known for its cool climate, green hills, and strong medical infrastructure. The city has launched a health and wellness tourism initiative focused on integrating medical services with wellness resorts, herbal medicine, and community-based rehabilitation.

Malang’s initiative reflects the perfect convergence of nature, healthcare, and culture. With the presence of major hospitals, medical faculties, wellness centers, and nearby destinations like Batu and Bromo, Malang is evolving into a national pilot for therapeutic tourism.

Beyond Bali: Mapping the National Potential

Indonesia’s health and wellness potential goes far beyond Bali and Malang. Some notable areas include:

• Sanur, Bali – Already home to a designated Health SEZ, with plans for world-class hospitals and integrated wellness centers.
• Toba, North Sumatra – A natural sanctuary for highland healing and cultural retreats.
• Banyuwangi, East Java – Offering eco-wellness escapes near Ijen Crater and integrated village-based care models.
• Lombok and Sumbawa – Emerging as peaceful, less-commercialized destinations ideal for long-stay wellness recovery.
• Yogyakarta and Central Java – With rich Javanese healing traditions, batik therapy, and jamu culture, these regions offer deep cultural immersion alongside wellness.

Strategic Collaboration: Ministry of Health × Ministry of Tourism

To realize this potential, the Ministry of Health and the Ministry of Tourism must jointly embrace a wellness economy strategy. This includes:

1. Integrated Health Tourism Zones

Develop infrastructure that supports both treatment and recovery—offering a complete experience from surgery to serene rehabilitation.

2. Medical Visas and Long-Stay Incentives

Simplify entry procedures and offer attractive long-term stay packages for international wellness and medical tourists.

3. Standardization and Promotion

Create a national wellness certification system that integrates traditional healing (jamu, spa, herbal therapies) with medical oversight.

4. MSME and Community Empowerment

Health tourism must also empower local economies—herbal farmers, jamu makers, spa therapists, organic producers, and cultural artisans should be included in the ecosystem.

Toward a New Identity

Health and wellness tourism is not an alternative to mainstream tourism—it is a natural evolution of it. Indonesia has everything: pristine nature, cultural richness, healing traditions, and capable medical practitioners. What we need now is a unified, bold vision to make this our new global identity.

With the right coordination, this sector could generate billions in high-value investment, tens of thousands of quality jobs, and position Indonesia as the healing heart of the Asia-Pacific.

We are no longer just a leisure destination—we are a sanctuary. For those seeking recovery, renewal, and reconnection with life, Indonesia can be their second home.