Survey: 37% of Indonesians positive about Saudi Arabia as a travel destination

Indonesian travellers are increasingly viewing Saudi Arabia as an attractive destination, driven by religious tourism and growing interest in the Kingdom's cultural offerings, said YouGov.

According to surveys conducted across 17 international markets, 37% of Indonesians reported a more positive perception of Saudi Arabia as a travel destination over the past year.

Saudi Arabia has long been established as a religious destination for Indonesian Muslims undertaking Hajj and Umrah. However, YouGov's insights indicate that expanding its tourism strategy to include cultural and leisure experiences could further enhance its appeal.

Zafar Shah, account director at YouGov MENA, told MARKETING-INTERACTIVE that tailoring promotional efforts to integrate both religious and cultural tourism could be a key strategy to attract Indonesians.

"This can be done by promoting packages that combine Umrah with visits to other cultural and historical sites. In addition, promoting offers during religious events like Ramadan and Hajj season that include extended stays will likely promote increased in-bound tourism," he said.

The full YouGov report underscores Saudi Arabia’s growing appeal among Eastern markets, with Indonesians emerging as one of the key demographics showing increased interest. With the right strategic focus, Saudi Arabia could solidify its status as a preferred destination for both spiritual and cultural exploration.

Affordability and accessibility remain crucial factors in attracting Indonesian tourists, Shah explained. Simplified visa processes, increased flight options, and competitive travel packages with family discounts are likely to make Saudi Arabia a more attractive destination, he added.

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Global opinions on travelling to Saudi Arabia remain split, with nearly half of respondents having never considered a visit and showing no plans to do so.

However, interest in leisure travel to the kingdom has grown over the past year, outpacing business-related visits. This shift is particularly evident among Indonesian travellers.

That said, 60% of Indonesians still cited religious travel as their primary reason, outpacing UAE residents at 45%, the report stated.

To attract a broader range of visitors, Saudi Arabia has heavily invested in tourism infrastructure in recent years, aiming to enhance its global appeal. According to YouGov data, cultural tourism is emerging as a key driver, influencing 19% of travellers worldwide. This interest is particularly strong in Hong Kong (39%), India (34%), the UAE and Mexico (31% each), and even in Western markets like Italy (27%) and Poland (23%).



"A deep-dive or targeted research into the specific preferences and interests of Indonesian travellers, especially in terms of combining religious and leisure travel, can help develop and refine strategies that can offers them the opportunity to explore the spiritual and cultural richness of the kingdom," said Shah.

The research surveyed adults aged 18 and above across 17 markets, with sample sizes ranging from 510 to 2,011 per market. All surveys were conducted online in November 2024.

Headquartered in London, UK, YouGov has provided data, analytics, and opinion polling with detailed consumer insights worldwide since 2000. Recently, YouGov also studied Indonesians' views on the government's new proposal to regulate social media use for children, where it's revealed that women are more supportive of the regulation than men.

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