According to Indonesia’s Tourism Ministry, more than 80% of prospective travellers research destinations through social media and online platforms before making a decision. The travellers rely on a digital journey that extends well beyond the content they see.
Search is only the starting point. What travellers encounter afterwards often determines whether interest becomes a booking.
Exposure Already Works
East Java has already shown that digital visibility can translate into visitor demand. Kawah Ijen has built a strong following on Douyin, China’s leading short-video platform. According to BPS Jawa Timur, Chinese arrivals through Juanda Airport reached 10,638 in February 2026. This makes China the province’s largest source of international visitors. Two Chinese reality television programmes were also filmed in Bromo Tengger Semeru, further raising the area’s profile in East Asia. Direct air links followed, including the launch of the Guangzhou–Surabaya route in 2025.
The results suggest that visibility is only part of the equation. East Java’s tourism strategy identifies the remaining gaps: the province has yet to build a strong international positioning, and destination information is still not packaged in a way that helps travellers plan their journeys.
What Travellers Need Next
Travellers need destination information that is organised, easy to find, and practical to use. That includes thematic routes, suggested itineraries, estimated travel times, accommodation options, and booking links.
Capturing attention is only part of the process. Travellers also need clear, reliable information to plan their trip with confidence.
Insights: A video answers “do I want to go there.” It cannot answer “how many days, how do I get between them, where do I sleep, and how do I pay”.
Different Markets Need Different Things
Travellers do not all plan the same way, and the information they need varies accordingly.
- Visitors from China often travel in organised groups and expect information in English or Chinese, along with digital payment options such as Alipay and WeChat Pay.
- Visitors from Malaysia and Singapore typically take short trips of two to four days and prioritise halal dining, family-friendly attractions, and convenient transport.
- Family travellers, both domestic and international, look for clear information on prices, facilities, activity duration, toilets, food, safety, and travel distances between destinations.
- Bleisure travellers, mostly professionals aged 25 to 45, extend business trips for leisure and usually plan that part of the journey themselves.
The common thread is practical rather than promotional. Travellers need clear information and supporting infrastructure throughout their journey. Learn more about who is visiting the region in our article, Who’s Actually Visiting East Java?
Building the Whole Chain
Digital tourism depends on the entire visitor journey, from discovery and trip planning to booking and payment. RPA helps related government agencies identify where travellers move forward and where they drop off, using market research to improve each stage of that journey.
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