ER
AGODA reported that the interest of Italian tourists to visit Indonesia recorded the highest growth in the first half of 2025, with an increase in search more than three times (333%) on the platform. Given the robust coffee culture in Italy, this surge in interest presents significant opportunities to promote coffee tourism in Indonesia.
International Coffee Day, which will be celebrated on October 1, is an important occasion to highlight Indonesian coffee, which is renowned for being one of the most preferred and globally sought-after coffee beans. As the fourth largest coffee producer worldwide, Indonesia has garnered international attention for its superior quality and distinctive taste.
Coffee enjoyed in Italy also often comes from leading coffee-producing countries, including Indonesia. Italian coffee culture prioritizes both the art of coffee preparation and the social experience associated with it. This makes Indonesia an ideal destination for those seeking to experience coffee directly from its source. Visitors can enjoy a comprehensive experience that includes observing the process of planting, harvesting, processing, and brewing, as well as learning about authentic Indonesian customs.
Currently, the agro-tourism sector in various coffee-producing regions in Indonesia offers a range of amenities that enable visitors to experience the abundance of Nusantara coffee. Sumatra, Java, Bali, Nusa Tenggara, Sulawesi, and Papua are well-known for their high-quality coffee production, which is highly regarded by coffee connoisseurs worldwide.
According to Gede Gunawan, Senior Country Director of Agoda for Indonesia, said popular destinations are always in demand by tourists, but tourism trends are currently increasingly emphasizing unique and authentic experiences. Indonesian coffee tourism holds significant potential to appeal to global coffee enthusiasts. The rising interest among Italian tourists is a favorable indication for its growth.
“Agoda also partnered with coffee -themed hotels and resorts, as well as accommodation located around the coffee agro-tourism area. In fact, travel tickets to the Coffee Festival can now be easily ordered through the Agoda application,” he said.
Coffee lovers worldwide can find more than 6 million vacation accommodations, 130,000 flight routes, and 300,000 activities in Agoda to plan the next trip. [traveltext.id]
