A group of Indonesian participants pose for a photo at the Shandong exhibition zone of the Astindo Travel Fair 2026 in Indonesia. [Photo/WeChat account: sdswltwx]

With a population of nearly 300 million, Indonesia ranks as the world's fourth most populous country and is home to the largest overseas Chinese community globally, making it a promising market for cultural tourism cooperation.

To tap into this potential, East China's Shandong province made its debut at the Astindo Travel Fair 2026 in Indonesia from August 20 to 23, promoting its signature "Hometown of Confucius, Friendly Shandong" brand. As Indonesia's largest B2C tourism expo, the fair attracts global travel agencies, tour operators, and airlines each year.

At this year's event, Shandong made its debut as one of the first mainland Chinese provinces to participate. The province showcased its UNESCO World Heritage sites – including Taishan Mountain, the Temple and Cemetery of Confucius, and the Yellow River estuary – along with its coastal and cultural attractions in Jinan, Qingdao, and Yantai's Penglai.

To appeal to Indonesian travelers, Shandong promoted a range of autumn and winter travel packages. The response from both industry professionals and the public was strong. The event also facilitated matchmaking sessions between travel agencies and tourism enterprises from both sides, laying a solid foundation for future cooperation between Shandong and Indonesia.