Manado: Indonesia’s Next Big Travel Destination—Before the Crowds Arrive

It feels like we stumbled into a traveler's dream: arriving in a place where all the infrastructure is polished, the attractions are world-class, yet the tourists haven’t arrived en masse. Manado, Indonesia, is on the cusp of something big, and we got to experience it before the secret gets out.

The Arrival: A City Ready for a Boom

Our first introduction to Manado was a one-hour, $11 ride from the airport through what can only be described as organized chaos. The roads are a vibrant mix of Grab drivers, motorbikes, and uniquely modified cab vans with their back doors swinging wide open—some blasting music, others weaving through traffic like it’s a synchronized dance. It’s a city where you quickly realize: the energy is here, but the influx of visitors hasn’t quite caught up.

A Friendly but Unfinished Vibe

Early morning walks along the boardwalk set the tone for Manado’s charm. Locals greeted us with warmth and enthusiasm, sometimes to an almost surreal degree. Packs of kids excitedly yelled greetings, eager to practice their English, while professional photographers lined the paths, waiting for an event that barely seemed to exist. It was as if the city was prepared for something grand, yet the moment hadn’t arrived.

The lack of fellow travelers was almost eerie. No tour groups, no backpackers. The few other foreigners we spotted were an anomaly, yet the city itself felt primed for tourism. The towering hotels, sprawling shopping malls, and modern infrastructure all suggested a place that was expecting, or at least hoping for, an international influx.

Where Are the Tourists?

A visit to the mall reinforced the strangeness of the situation. A massive shopping complex, complete with an artificial sky ceiling, sat nearly empty. Retail staff outnumbered shoppers. The grocery store was immaculately stocked, but not a single person carried a shopping bag. The experience felt like wandering through a meticulously crafted stage set, waiting for its audience to arrive.

Even our hotel—large, well-staffed, and decently luxurious—felt somewhat deserted. It wasn’t that people weren’t around; they just weren’t tourists. Instead, the hotel was filled with what seemed like local elites, hosting grand events with full-scale MCs and photographers. The staff-to-guest ratio was comically high, service was impeccable, yet we couldn’t shake the feeling that we had stepped into a well-kept secret.

Adventures That Await

While we only scratched the surface of Manado’s offerings, the potential for adventure is undeniable. The region is home to Bunaken National Marine Park, renowned for some of the best scuba diving and snorkeling in the world. The biodiversity here rivals that of Raja Ampat, yet you won’t find the same crowds. Inland, jungle treks promise encounters with rare creatures like the spectral tarsier, crested black macaque, and knobbed hornbill—wildlife experiences that could put Manado on the map as the next eco-tourism hotspot.

Manado is also beginning to embrace its cultural exports, with local specialties like Cap Tikus, a once-illicit palm liquor now being promoted as a heritage drink. The city’s culinary scene is equally intriguing, with ultra-fresh seafood at unbelievably low prices—our massive tuna and squid feast cost just $27, despite being one of the best meals we had in Indonesia.

The Future of Manado

As we left for the airport, our Grab driver pulled over midway to grab a bottle of petrol from a roadside vendor—a fitting metaphor for the city itself: waiting, preparing, anticipating.

The airport itself confirmed what we had been suspecting all along. It’s large, modern, and ready to handle a much larger flow of international travelers than it currently does. The terminals sparkle, fresh juices are on offer, and stunning stained-glass windows showcase the region’s indigenous heritage. Yet, there were more workers than passengers.

Manado is a place poised for something big. The foundations have been laid, the experiences are top-tier, and yet—for now—it’s an undiscovered frontier. For travelers looking to explore a place before the guidebooks catch up, now is the time to visit. The window won’t stay open for long.