WHEN Wayan Suena founded Indonesia Impression Tour on March 1, 2010, his first target market was Japan, before later expanding into Canada. At the same time, he also managed Andara Legian Hotel—two bold ventures launched with almost no significant capital, relying instead on the experience, trust, and professional network he had built over years in the tourism industry.
But the tourism world is never an easy stage. In its early years, Indonesia Impression still relied heavily on offline systems, making it difficult to compete with bigger, more established players. Then came 2014, a turning point that nearly ended his journey: the company went bankrupt.
Instead of giving up, Suena treated the setback as a vital lesson. With resilience and foresight, he reinvented the business by embracing digital marketing—a strategic move that would later become the cornerstone of his revival.
When the COVID-19 pandemic hit, challenges grew even tougher. The global tourism industry came to a standstill. For many, it was the end of the road. But for Suena, it was another school of life. He realized that no matter how big a travel agency is, without proper management, it can collapse. The pandemic deepened his conviction that the future of tourism lies in digital adaptation.
As the world reopened, Indonesia Impression Tour seized the momentum. The company pivoted toward digitally driven services, offering seamless booking experiences, virtual consultations, and stronger online engagement with clients. Recognizing shifting traveler preferences, Suena expanded the portfolio to focus on sustainable and cultural tourism, highlighting authentic experiences across Bali, Lombok, and beyond.
Japan remained a strong market, but Indonesia Impression Tour also began tapping into North American and European travelers, many of whom sought meaningful, responsible journeys after the pandemic. Partnerships with local communities and small-scale tourism operators became the company’s differentiator, ensuring that tourism growth also translated into benefits for local people.
Today, Indonesia Impression Tour is more than just a travel agency—it is a story of perseverance, reinvention, and trust. For Suena, honesty remains the strongest capital, digital innovation the most effective tool, and cultural authenticity the greatest asset.
“Tourism is not just about selling destinations,” he often says, “it’s about creating connections, empowering communities, and showcasing the true soul of Indonesia.”
From the son of a horse cart driver in Lombok to a tourism entrepreneur who has weathered crises, Suena’s journey embodies the spirit of never giving up. Indonesia Impression Tour stands as living proof that with resilience and vision, even the hardest challenges can become stepping stones toward greater success.
Digital Strategy Powers Indonesia Impression Tour to Global Growth
For Wayan Suena, founder of Indonesia Impression Tour, the turning point in his entrepreneurial journey came with a bold shift to digital marketing. What began as a small, almost bankrupt travel agency with just two digital staff has transformed into a thriving enterprise with 18 digital marketing specialists, dominating Google search rankings for Indonesian travel.
The post-pandemic years became a period of rapid expansion. Suena even brought in international experts to strengthen the company’s global outreach, establishing a representative office in Vietnam as a strategic gateway to international markets.
Unlike many competitors that focus solely on Bali, Indonesia Impression Tour built its brand on a nationwide offering. Its travel packages span Java, Kalimantan, Raja Ampat, and even Timor-Leste, giving travelers a diverse range of experiences across the archipelago.
“Foreign visitors, especially from Europe, Germany, and Australia, often make Bali their final stop,” Suena explains. “They want to explore Indonesia’s hidden treasures first—then enjoy Bali as the perfect finale.”
This unique positioning has allowed Indonesia Impression to stand out in a crowded market, presenting Indonesia as a holistic destination rather than a single-island brand.
The company’s rise has not been without setbacks. In 2014, Indonesia Impression faced bankruptcy, and the pandemic later brought global tourism to a standstill. But rather than giving up, Suena doubled down on digital innovation.
That decision has paid off. Today, Indonesia Impression Tour is recognized as one of the most digitally savvy travel agencies in Indonesia, seamlessly blending online engagement, global reach, and authentic cultural storytelling.
Beyond digital marketing, Suena insists that honesty remains his strongest capital. Coming from humble beginnings as the son of a horse-cart driver in Lombok, he believes that trust and integrity form the foundation of long-term business relationships.
“Failures taught me that money is not the only resource,” he says. “Trust and innovation are what truly sustain a business in the long run.”
From setbacks to resurgence, and from local struggles to international recognition, the story of Wayan Suena and Indonesia Impression Tour underscores a powerful lesson for the tourism industry: in an era of constant change, digital mastery and integrity are the true keys to survival and success. **
Writer: Karolina, Editor: Igo Kleden
