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North Sumatra’s Astindo Sumut Travel Exchange: A Strategic Step Towards Global Tourism Recognition
Published on
November 20, 2025
The first Astindo Sumut Travel Exchange (Astex) was recently held in Medan, North Sumatra, an Indonesian province renowned for its natural beauty. The purpose of this important event, which took place at the Selecta Convention Hall, was to increase awareness of Lake Toba and the surrounding areas on a global scale. Astex was a significant event for the tourism sector in the area, with 117 domestic and foreign buyers and 72 local sellers participating. The Association of Indonesian Travel Agents (Astindo) North Sumatra chapter organized the B2B travel mart, which was backed by important government entities such as the North Sumatra provincial government, Medan City government, and Samosir Regency government.
The event’s goal was very clear: to showcase North Sumatra as an emerging tourist destination in Indonesia and to showcase the potential of Lake Toba and surrounding areas to international buyers.Advertisement
Astex: Bridging Local Tourism with the Global Market
Astex served as a platform for local travel operators to connect with international buyers, creating opportunities for future collaborations. The event provided a comprehensive look at North Sumatra’s tourist offerings, from lake-based activities to cultural experiences. Sellers at the event included destination management companies, hotels, transport operators, and providers of phinisi cruises.
The significance of Astex lies not only in its ability to bring local operators together with buyers but also in its focus on showcasing what North Sumatra truly has to offer beyond the well-known Lake Toba. While Lake Toba holds strong brand recognition, many international buyers were unfamiliar with the region’s full tourism potential, its developments, and the opportunities that exist.Advertisement
Growth in International Arrivals to North Sumatra
The timing of Astex couldn’t have been better, as international arrivals to North Sumatra are on the rise. According to the Central Bureau of Statistics, foreign visitors to the province reached 250,413 in 2024, marking a 26.3% increase from the previous year. This upward trend continued into 2025, with 193,758 visitors recorded by August. The majority of these visitors …