JAKARTA (ANN/JAKARTA POST) – Indonesia’s wedding industry is grappling with the effects of a significant decline in marriages, as shifting demographics and changing lifestyles alter traditional practices.
According to Statistics Indonesia (BPS), the number of couples marrying dropped to 1.57 million last year, a sharp decline from over 2 million in 2018. Meanwhile, the share of young married individuals has fallen to 30.61 per cent in 2023 from 44.45 per cent a decade ago. In contrast, the share of unmarried young people rose to 68.29 per cent in 2023, compared to 54.11 per cent in 2014.
Industry impact
This trend has directly impacted the wedding industry. Yunarsih, Chairperson of the Indonesian Wedding Organizer Association (Hastana), said middle to upper-scale hotels and wedding organisers are particularly affected.
“Previously, year-end peak seasons were the norm, but this year has been slower,” she shared.
Economic concerns and lifestyle choices are major factors. Rising costs of living and changing attitudes toward marriage have led many young Indonesians to prioritise careers, education, and travel over tying the knot. Others are choosing not to have children or live without formal marriage, further decreasing marriage rates. The average age of marriage has also risen, from 20 years in 2012 to 22.3 years last year, according to BPS.
Business challenges
Wedding organiser Tutus Wahyu, from Samakita Organizer in East Java, described the current year as the most challenging since the pandemic. His business has seen a 30 per cent decline in bookings compared to pre-pandemic levels, with a record number of cancellations.
Tutus attributed the downturn to shifting cultural trends and the country’s weakening economy. However, he also sees potential in catering to younger generations through intimate weddings.
“Intimate weddings, which focus on quality over quantity, are more cost-efficient and appeal to younger couples who value time with close family and friends,” he said.
Adaptation and optimism
Despite challenges, industry players remain optimistic. Marketing Head of Bridestory, Natasza Kurniawan, highlighted stable visitor numbers at wedding exhibitions and strong engagement on the company’s online platforms.
“Weddings in Indonesia are still seen as sacred and significant, often involving traditional elements and large arrangements,” Natasza noted. She also acknowledged the growing trend of intimate weddings, which, while smaller in scale, demand personalised attention to detail.
Similarly, Tammy Vanya of Marteé Wedding Planner, which operates in Jakarta, Bandung, and Bali, emphasised the importance of personalised and emotional connections with clients.
“Creativity, efficiency, and a tailored approach to digital preferences are crucial for engaging millennials and remaining competitive,” Tammy said.
Future outlook
Industry leaders believe that adapting to evolving trends and focusing on delivering value will sustain the wedding business. As traditional grand weddings coexist with intimate, cost-conscious celebrations, creativity and innovation will be key to navigating the shifting landscape.
“By understanding the preferences of younger generations, the industry can continue to thrive, even amid demographic and economic changes,” Tutus concluded.
