Preferred Sources for Exploring New Destinations Among Indonesians 2025

In 2025, YouTube continues to lead as the most influential platform for Indonesians exploring new travel destinations, with 28% citing it as their primary source, though this marks a notable decline from 46% in 2023. The drop may reflect shifting content consumption habits, as travelers diversify their sources and lean more toward bite-sized and fast-paced content. Facebook now follows closely, showing a surprising resurgence, possibly linked to its growing ecosystem of travel groups, local recommendations, and user-generated content. Travel blogs (9%) and official travel platforms (8%) see a decrease in influence, suggesting that real-time, socially driven content is overtaking traditional reviews and long-form articles. The change comes amid the increasing integration of AI-generated travel content and influencer-led campaigns across social media, reshaping how Indonesians discover and evaluate destinations in the post-pandemic, digitally accelerated travel landscape.

For a broader perspective, check out other statistics on Travel planning methods among Indonesian travelers, Indonesians’ favored travel styles, preferred booking channels for Indonesian travelers.