Chinese tourists fuel Labuan Bajo boom

Indonesia is betting on dragons — both mythical and symbolic — to lure Chinese travelers to its eastern frontier.

Tourism promoters have tied Labuan Bajo on Flores Island, nearby Komodo Island and other islands to China's Year of the Dragon, hoping the cultural resonance will draw visitors to the islands' sandy beaches, vibrant coral reefs, and famed Komodo dragons — large monitor lizards found only in Indonesia.

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, according to Sankar Adityas Cahyo, the hotel's marketing communication and PR manager.

It has taken steps to cater to Chinese visitors, which include offering Chinese cuisine and special menus for Spring Festival, as well as providing Mandarin-language assistance. In March, the hotel received Trip.com Group's "Chinese Friendly Hotel 2026" certification for providing visitors with a more familiar and welcoming experience.

Besides Meruorah, there are five other five-star hotels in Labuan Bajo, the capital of West Manggarai Regency. In the early 1980s, it was an undeveloped fishing town and an inter-island ferry terminal. Visitors, including Chinese tourists, also stay at hotels without star ratings and at budget hotels.

"China is currently our number-one source market," Cahyo told China Daily. He said that as of August, the number of Chinese visitors staying at Meruorah Komodo had increased by 20 percent from 2025's total.

Chinese tourists were also among the top clients in other upscale hotels in Labuan Bajo. Tour operators said Chinese travelers often arrive in groups, use translation apps to communicate, and are adventurous in exploring destinations ranging from traditional villages to volcanic lakes.

Jefrianus Jebarus, resort manager of Plataran Komodo Resort & Spa in Labuan Bajo, said that China had been among the hotel's top three source markets over the past two years.

"This shows that the Chinese market has continued to grow and provides a big market for us," Jebarus said.

He said the number of Chinese arrivals increases significantly during the Chinese New Year and Golden Week periods.

The Indonesian government is leaning on tourism to help lift growth, aiming for the sector to contribute 4.7 percent to GDP this year.

The resort island of Bali has long been the crown jewel of Indonesia's tourism sector, contributing more than half of the country's tourism earnings.

In 2016, then-president Joko Widodo launched the "10 New Balis" tourism program to attract visitors to other parts of the country. The destinations are located across 10 provinces in Indonesia's western and eastern regions.

They have been developed to showcase their diverse attractions, unique landscapes, ancient heritage sites, traditional cultural performances, tropical islands, world-class diving sites, and the Komodo dragon.