POTRET BISNIS TRAVEL AGENT INDONESIA (OFF-LINE) TAHUN 2025
Bisnis travel agent off-line di Indonesia pada tahun 2025 berada dalam fase transisi struktural yang semakin jelas, seiring dengan pergeseran pola konsumsi wisatawan dan dominasi teknologi digital dalam distribusi perjalanan. Namun demikian, sektor ini belum sepenuhnya tereliminasi dari ekosistem pariwisata nasional. Data Association of the Indonesian Tours and Travel Agencies (ASITA, 2024) mencatat bahwa masih terdapat lebih dari 32.000 travel agent konvensional yang terdaftar aktif di Indonesia, dengan konsentrasi terbesar di Jawa, Bali, Sumatra, dan kota-kota pusat perjalanan ibadah. Angka ini menunjukkan bahwa travel agent off-line tetap menjadi entitas ekonomi yang relevan, terutama pada segmen wisata domestik, perjalanan kelompok, wisata religi, dan perjalanan dinas yang membutuhkan kepercayaan serta pendampingan langsung.
Struktur permintaan yang dilayani travel agent off-line pada tahun 2025 didominasi oleh wisatawan nusantara dengan karakter pembelian berbasis relasi sosial dan rekomendasi personal. Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia dalam Laporan Kinerja Distribusi Pariwisata (2024) menyebutkan bahwa lebih dari 68 persen transaksi travel agent konvensional masih dilakukan secara tatap muka atau melalui komunikasi langsung non-platform. Hal ini diperkuat oleh data Badan Pusat Statistik (BPS, 2024) yang menunjukkan bahwa sebagian besar wisatawan domestik di luar kota metropolitan masih memprioritaskan rasa aman, kejelasan layanan, dan kepastian harga dibandingkan fleksibilitas digital. Dalam konteks ini, travel agent off-line berperan bukan sekadar sebagai penjual tiket, melainkan sebagai konsultan perjalanan yang memitigasi risiko bagi konsumen.
Dari sisi ekonomi industri, tantangan utama travel agent off-line terletak pada penurunan margin usaha. Penelitian Universitas Gadjah Mada bekerja sama dengan ASITA (2024) menemukan bahwa margin bersih travel agent konvensional rata-rata berada di bawah 5 persen akibat tekanan harga dari maskapai, hotel, dan platform digital. Model bisnis berbasis komisi semakin tergerus, sementara biaya tetap seperti sewa kantor, gaji pegawai, dan administrasi perizinan bersifat kaku. Organisation for Economic Co-operation and Development (OECD, 2023) dalam kajian globalnya menegaskan bahwa intermediary pariwisata tradisional di negara berkembang menghadapi risiko eksklusi pasar apabila tidak melakukan reposisi nilai tambah layanan.
Dalam aspek kebijakan dan tata kelola, posisi travel agent off-line tahun 2025 masih berada dalam kerangka regulasi yang belum sepenuhnya adaptif. Badan Perencanaan Pembangunan Nasional (Bappenas, 2024) menyoroti bahwa regulasi pariwisata Indonesia masih berorientasi pada klasifikasi usaha lama, sementara transformasi digital mengaburkan batas antara travel agent, platform daring, dan penyedia jasa langsung. Ketidaksinkronan ini menciptakan beban kepatuhan yang relatif lebih berat bagi pelaku off-line, khususnya usaha kecil dan menengah. World Tourism Organization (UNWTO, 2023) merekomendasikan agar pemerintah memandang travel agent sebagai bagian dari sistem manajemen perjalanan, bukan sekadar perantara transaksi.
Secara keseluruhan, potret bisnis travel agent off-line Indonesia tahun 2025 menggambarkan sektor yang masih hidup namun berada di bawah tekanan struktural jangka menengah. Keberlanjutan usaha sangat bergantung pada kemampuan adaptasi, diferensiasi layanan, dan penguatan kepercayaan konsumen. Dari sudut pandang akademis, travel agent off-line tidak sedang menuju kepunahan, melainkan mengalami seleksi alam ekonomi. Pelaku usaha yang mampu mentransformasikan diri sebagai penasihat perjalanan, pengelola pengalaman wisata, dan mitra terpercaya masih memiliki ruang strategis dalam lanskap pariwisata nasional.
JS BUDI – dari berbagai sumber
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THE PORTRAIT OF INDONESIA’S OFFLINE TRAVEL AGENCY BUSINESS IN 2025
Indonesia’s offline travel agency sector in 2025 is undergoing a profound structural transition, shaped by shifting consumer behavior and the rapid expansion of digital distribution channels. Yet, despite sustained pressure from online platforms, offline travel agencies have not disappeared from the national tourism ecosystem. Data from the Association of the Indonesian Tours and Travel Agencies (ASITA, 2024) indicate that more than 32,000 registered offline travel agencies remain operational across the country, with the highest concentration in Java, Bali, Sumatra, and major religious travel hubs. This figure confirms that offline travel agencies continue to represent a significant economic actor, particularly within domestic tourism, group travel, religious journeys, and corporate travel segments.
From the demand side, the market served by offline travel agencies in 2025 is predominantly domestic and relationship-based. According to the Ministry of Tourism and Creative Economy (2024), over 68 percent of transactions handled by conventional travel agencies still occur through face-to-face interaction or direct personal communication rather than through digital platforms. This pattern is reinforced by Statistics Indonesia (BPS, 2024), which shows that many domestic travelers—especially outside major metropolitan areas—prioritize security, service certainty, and personal accountability over digital convenience. Within this context, offline travel agencies function not merely as ticket sellers, but as trusted travel advisors who reduce perceived risk and provide reassurance throughout the travel process.
Economically, however, the offline travel agency business faces mounting pressure on profitability. A joint study by Universitas Gadjah Mada and ASITA (2024) reveals that average net margins among conventional travel agencies have fallen below five percent, largely due to declining commissions from airlines and hotels combined with aggressive price competition from digital platforms. Fixed operational costs—such as office rent, staffing, and regulatory compliance—remain relatively inflexible, placing small and medium-sized agencies at a structural disadvantage. The Organisation for Economic Co-operation and Development (OECD, 2023) has identified this condition as a typical vulnerability of traditional tourism intermediaries in developing economies, where limited scale and digital capability accelerate market exclusion.
From a governance perspective, offline travel agencies in 2025 continue to operate within a regulatory framework that has yet to fully adapt to industry transformation. The National Development Planning Agency (Bappenas, 2024) notes that tourism regulations in Indonesia are still largely designed around conventional business classifications, while the market itself is increasingly hybrid and digitally mediated. This regulatory mismatch creates a disproportionate compliance burden for offline operators, particularly smaller enterprises. Meanwhile, the United Nations World Tourism Organization (UNWTO, 2023) recommends reframing travel agencies as integral components of travel management systems rather than viewing them solely as transactional intermediaries.
Overall, the portrait of Indonesia’s offline travel agency business in 2025 depicts a sector that remains alive but under significant structural strain. Business sustainability is no longer determined by the number of physical offices or traditional networks, but by the capacity to adapt, reposition services, and cultivate long-term trust with consumers. From an academic standpoint, offline travel agencies are not facing extinction, but rather a process of economic selection. Those capable of transforming into consultative, experience-oriented travel partners retain strategic relevance within Indonesia’s increasingly digital tourism landscape.
JS BUDI – compiled fro some sources
