Starting a Business in Indonesia Starting from Lombok, Why?

Friday, 01 May 2026

If you’re thinking about starting a business in Indonesia, you might instantly think of Bali or Jakarta. But here’s a plot twist: Lombok is quietly becoming one of the most exciting places to build something from scratch. It’s like that underrated player in football who suddenly explodes into stardom, unexpected, but totally deserved.

So, why Lombok?

First, let’s talk about momentum. Lombok, part of West Nusa Tenggara (NTB), has been experiencing a serious investment boom. In 2024 alone, investment realization in NTB reached around Rp54.5 trillion—more than double the government’s target. That’s not just growth, that’s acceleration. By 2025, the number was still climbing, hitting nearly Rp49 trillion within just nine months.

This tells us one simple thing: investors are paying attention.

Now, why are they coming?

One major reason is tourism. Lombok offers pristine beaches, world-class surf spots, and natural icons like Mount Rinjani. Over the past few years, it has attracted tourists from Australia, Europe, and across Asia. (And where tourists go, businesses follow, hotels, cafés, tour services, and even wellness retreats.

But Lombok isn’t just about tourism anymore. The region is diversifying. Investment flows into sectors like energy, mining, agriculture, and even aquaculture—like shrimp farming projects worth over Rp1 trillion in East Lombok. This means opportunities aren’t limited to one industry. Whether you want to open a beachfront café or launch a sustainable farming business, Lombok gives you options.

Another key factor? Cost advantage.

Compared to Bali, Lombok is still relatively affordable. Land prices, labor costs, and operational expenses are generally lower. That’s a huge advantage, especially for startups or small businesses trying to survive their early stages. Think of it as entering a market before it becomes overcrowded—like buying stocks before they go viral.

Then there’s the government factor. Indonesia has been actively improving its business environment through systems like OSS (Online Single Submission), making it easier to register companies and obtain permits. At the regional level, NTB’s government is also pushing investment aggressively, which is why the numbers keep exceeding targets.

And let’s not forget location strategy. Lombok sits right next to Bali, one of the world’s most famous tourist destinations. This creates a spillover effect. When Bali gets too crowded or expensive, people naturally look for alternatives. Lombok becomes the next logical choice.

But here’s the real charm: Lombok is still in its “growth phase.” That means you’re not just joining a market, you’re helping shape it.

Of course, like any emerging market, there are challenges. Infrastructure is still developing, and business processes may require patience. But for many entrepreneurs, that’s part of the game. High risk, yes, but also high potential reward.

So, starting a business in Indonesia from Lombok isn’t just a random choice. It’s a strategic move. You’re stepping into a market that is growing fast, still affordable, supported by government initiatives, and backed by strong tourism and investment trends.