The COVID-19 pandemic has had a huge impact on the tourism sector and the creative economy in Indonesia, and even around the world. Not only has it changed people’s travel behavior, but it has also caused tourism trends to shift. This change in trend has also given rise to tourism megatrends that will influence tourist behavior throughout 2023. 

Changes in tourism trends in 2023 cannot be separated from the latest phenomenon in the tourism industry, namely revenge tourism. This phenomenon is an arena for “revenge” for travelers who are forced to hold back their desire to take a vacation due to the pandemic. 

The emergence of the revenge tourism phenomenon has finally made vacationing or traveling one of the most important priorities. Because of its importance, it is predicted that many prospective tourists are planning to increase their budget for traveling this year. This change in people’s traveling behavior is what finally “gave birth” to 4 tourism megatrends throughout 2023.

Tourism Megatrends 2023

The Minister of Tourism and Creative Economy/Head of the Tourism and Creative Economy Agency (Menparekraf/Kabaparekraf? Sandiaga Uno explained, according to the Trenburo, there are at least four main tourism trends that will affect tourist behavior throughout 2023.

The first 2023 tourism megatrend is “End of Ambition”. In this case, the End of Ambition trend shows a paradigm shift at work. Instead of only focusing on “work-and-work”, people are starting to prioritize flexibility and healing for refreshing. In the future, this paradigm shift can boost the popularity of wellness tourism. 

Photo: A tourist learns to weave traditional Sasak woven cloth (Shutterstock/Galih Yoga Wicaksono)

Then, “Embellished Escapism” will also become a tourism megatrend in 2023. This change in tourism trend is based on the desire of tourists to seek a unique vacation experience. To meet tourist expectations, each tourism sector must continue to innovate and adapt to create different holiday experiences. For example, by optimizing sports tourism destinations in various regions, to provide a memorable experience. 

Another 2023 tourism megatrend is “Always in Doubt”. The emergence of this tourism megatrend is based on the behavior of consumers or tourists who are starting to be skeptical about the tourism sector. The reason is that currently tourists really see ratings and honest reviews on every tourist destination they will visit.

Tourists will also continue to try to find travel information that is truly clear and reliable. Therefore, all tourism actors must be more honest and improve the quality of service. The goal is to build tourist trust. 

A tourism megatrend that is predicted to grow even more in 2023 is the “Polycentric Lifestyle”. The emergence of this tourism trend is based on the desire of tourists to find the uniqueness and attractiveness of each area to be visited.

Thus, the tourism industry should start highlighting the characteristics it has whether it is in terms of natural beauty, art, and culture that are still well preserved. This aims to attract the attention of tourists to visit.

The implementation of the 2023 tourism megatrend will be a very good opportunity for all tourism actors. The reason is that this prediction of tourism trends can create sustainable tourism that is competitive. Thus, it can realize the target of 8.5 million foreign tourist visits, and 1.4 billion movements of domestic tourists.

Cover: Illustration of a tourist doing yoga while on vacation in Bali (Shutterstock/My Good Images)