Published on September 17, 2025
In 2025, the Wonderful Indonesia campaign continues to play a pivotal role in the nation’s tourism industry, propelling both international and domestic travel to new heights. Spearheaded by the Ministry of Tourism and Creative Economy, this campaign aims to showcase the country’s diverse destinations, vibrant cultures, and rich natural heritage, positioning Indonesia as a top global travel destination.
Since its launch in 2011, Wonderful Indonesia has been at the forefront of Indonesia’s tourism marketing efforts. The campaign promotes the archipelago’s cultural heritage, pristine landscapes, and exotic travel experiences, offering visitors everything from bustling cityscapes to serene islands and sacred temples.

The Wonderful Indonesia Campaign: Revitalizing Tourism in 2025

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In 2025, Wonderful Indonesia is a key driver of tourism growth, contributing significantly to the national economy. With targeted international campaigns and the promotion of lesser-known destinations, the initiative has bolstered the tourism sector’s recovery post-pandemic. Indonesia’s travel and tourism industry is projected to contribute IDR 1,269.8 trillion to the economy in 2025, marking a 21% increase from 2019 levels. This growth is expected to be accompanied by a rise in international visitor spending, which is forecasted to reach a record IDR 344 trillion. The tourism sector is also set to support nearly 14 million jobs, accounting for 9.3% of the country’s total employment.
The campaign’s success can be attributed to its strategic marketing efforts, collaborations with international partners, and focus on promoting Indonesia’s vast array of tourism offerings.

Targeted International Marketing Campaigns

To increase Indonesia’s global presence, Wonderful Indonesia has launched several impactful campaigns across key international markets. In July 2025, a highly successful Open Bus Tour and Out-of-Home (OOH) advertising campaign were introduced in Berlin, Germany. These initiatives featured some of Indonesia’s most iconic destinations, including Bali, Lake Toba, and Borobudur Temple, encouraging German tourists to consider Indonesia as their next travel destination. This campaign, aimed at attracting European tourists, has proven effective in raising awareness about the country’s tourism offerings.
Furthermore, the Wonderful Indonesia Business Matching (WIBM) 2025 event held in Beijing was a strategic initiative to strengthen the country’s tourism presence in China. Over 12,984 potential traveler connections were made during the event, resulting in an estimated IDR 254.5 billion (approximately US$15.4 million) for Indonesia’s tourism sector. This successful event highlights the importance of international collaborations in driving tourism growth.

The Promotion of Lesser-Known Destinations

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One of the major goals of Wonderful Indonesia is to encourage travelers to explore beyond the country’s most popular tourist destinations. The campaign emphasizes the beauty of Indonesia’s hidden gems, encouraging a more sustainable and widespread distribution of tourism benefits across the country.
Notable lesser-known destinations such as Lake Toba in North Sumatra, Raja Ampat in West Papua, and Borobudur Temple in Central Java are being highlighted in tourism campaigns. These destinations offer unique cultural experiences and natural beauty that are often overshadowed by more mainstream tourist spots. The promotion of these sites is essential to support the local economies and ensure that tourism benefits are felt throughout the entire country.

Strategic Partnerships and Collaborations

The success of the Wonderful Indonesia campaign has been significantly bolstered by key partnerships. In 2025, the Indonesian Ministry of Tourism partnered with Agoda, a global travel booking platform, to promote sustainable tourism practices and enhance the digital experience for travelers. As part of the collaboration, Agoda Academy Workshops were introduced to help the local workforce develop essential skills, contributing to the growth and professionalization of the tourism industry.
Strategic partnerships have not been limited to the digital sector. The VFS Global collaboration focuses on easing the visa application process for international travelers, making it easier for them to visit Indonesia. This effort has helped increase the volume of foreign visitors, further bolstering the success of the campaign.

The Role of Local Governments

Local governments in Indonesia have also played a crucial role in supporting the campaign. Several regional tourism offices have partnered with Wonderful Indonesia to promote local tourism, develop tourism infrastructure, and provide tailored offerings that reflect the unique characteristics of their areas.
For example, Jeonbuk Province and the Korea Rural Community Corporation are offering discounted rural tour passes, while Geochang County in South Gyeongsang Province has initiated receipt-based events to encourage local spending among tourists. These initiatives not only promote tourism but also contribute to the economic recovery of these regions.

Focus on Eco-Friendly and Regenerative Tourism

A key theme of the Wonderful Indonesia campaign is regenerative tourism, which promotes eco-friendly travel practices and supports the restoration of natural environments. The campaign encourages travelers to visit sustainable destinations and engage in activities that benefit both the local communities and the environment. Through these efforts, Indonesia is positioning itself as a leader in responsible tourism, catering to the growing demand for sustainable travel experiences.

The Impact on Domestic and International Travel

In 2025, the Wonderful Indonesia campaign is expected to help the country achieve its goal of welcoming between 14.6 and 16 million international visitors, with Bali continuing to play a central role in driving this growth. The campaign has been particularly successful in drawing attention to regions like Yogyakarta, Surakarta, and Java, which are now seeing increased interest from international travelers.
Domestic tourism is also benefiting from the campaign, with Indonesians encouraged to explore their own country through various promotional offers, including discounted transportation, accommodation, and exclusive travel packages. This focus on domestic tourism helps foster a sense of pride in Indonesia’s natural and cultural heritage.

Wonderful Indonesia Travel Guide: Exploring Bali & Java in 2025

The Wonderful Indonesia campaign is promoting a seamless, multi-stop travel experience connecting Bali with Central Java and Yogyakarta. This travel guide highlights the best attractions, travel tips, and local experiences that you can enjoy when exploring these iconic destinations.

Seamless Connectivity: Bali to Java

• Flight Options:
  • Direct flights available from Bali (I Gusti Ngurah Rai International Airport) to Java (Ahmad Yani International Airport, Adisumarmo International Airport, Yogyakarta International Airport).
  • Airlines: Lion Air, Garuda Indonesia, Indonesia AirAsia.
  • Duration: Just over 1 hour to reach Central Java or Yogyakarta.

Must-Visit Destinations in Java

1. Borobudur Temple (Magelang, Central Java)
   • The largest Buddhist temple in the world and a UNESCO World Heritage Site.
   • Rediscovered in 1814, restored in the 1960s, and declared a UNESCO site in 1991.
   • Tip: Don’t miss the sunrise view at Borobudur for an unforgettable experience.
2. Prambanan Temple (Yogyakarta)
   • The largest Hindu temple compound in Indonesia, showcasing stunning carvings and historical significance.
   • A must-visit for those interested in Hindu mythology and architecture.
3. Sapu Angin Forest (Central Java)
   • A serene and tranquil forest near Atsiri Jawa, perfect for nature lovers seeking relaxation and exploration.
4. Sonobudoyo Museum (Yogyakarta)
   • A museum dedicated to Javanese history and culture, featuring wayang (shadow puppets), ancient weapons, and Javanese masks.

Wellness and Cultural Experiences

1. Atsiri Jawa (Central Java)
   • A living Javanese wellness destination offering insights into traditional Javanese spirituality and lifestyle.
   • Participate in wellness activities and rejuvenate the senses.
2. Om Ham Retreat (Ubud, Bali)
   • Located in Ubud, this wellness retreat offers programs centered on relaxation and spiritual growth.
   • Ideal for those looking to engage in Balinese spiritual practices.
3. Samsara Living Museum (Bali)
   • Explore Balinese traditions, including cooking, art, and dance. A perfect complement to Atsiri Jawa, offering a deeper look into Bali’s cultural heritage.

Culinary Delights

• Nasi Kuning: A traditional Javanese dish often served during religious events and ceremonies. The dish is made of turmeric-infused rice, symbolizing prosperity and wealth.
• Satay: Enjoy traditional skewered meats, served with peanut sauce, found throughout Java and Bali.
• Rendang: A rich, flavorful beef dish originating from West Sumatra, typically served with rice.

Travel Tips for Bali & Java

1. Packing Essentials:
   • Lightweight and breathable clothing for the tropical climate.
   • Comfortable shoes for walking and exploring cultural sites.
   • A light jacket or raincoat for unpredictable weather, especially in the highlands.
2. Cultural Etiquette:
   • When visiting temples or sacred places, cover your shoulders and legs.
   • Remove shoes when entering temples or traditional homes.
   • Respect local customs and traditions by engaging with locals in a polite and humble manner.
3. Health & Safety:
   • Drink bottled water to avoid waterborne illnesses.
   • Apply insect repellent to avoid mosquito bites, especially in rural areas.
   • Bring personal medications and check any vaccinations needed before traveling.

Suggested Itinerary

Days 1-3: Yogyakarta (Java)

• Explore: Prambanan Temple, Sonobudoyo Museum.
• Activity: Visit local markets and try Javanese street food.

Days 4-5: Borobudur

• Explore: Visit Borobudur Temple and nearby sites.
• Activity: Experience the sunrise at Borobudur.

Days 6-7: Central Java

• Explore: Visit Atsiri Jawa and Sapu Angin Forest.
• Activity: Participate in wellness activities and explore traditional Javanese culture.

Days 8-10: Bali

• Explore: Om Ham Retreat for wellness experiences, Samsara Living Museum for cultural insights.
• Activity: Relax, shop, and enjoy the scenic beauty of Bali.

Transportation

• Flights: Convenient and affordable flights connect Bali with Java.
• Local Transportation: Use taxis, buses, and private cars for traveling between sites. Consider renting a car for more flexibility.
• Taxis/Private Drivers: Available in both Bali and Java for day trips and tours.

Conclusion: A Bright Future for Indonesia’s Tourism Industry

The Wonderful Indonesia campaign has proven to be a crucial force in revitalizing the country’s tourism industry. Through strategic marketing efforts, international collaborations, and a focus on sustainable and regenerative tourism, Indonesia is positioned to continue growing as a premier global travel destination. The campaign’s success in 2025 underscores the importance of targeted efforts to promote the diverse and rich offerings of Indonesia, while also contributing to the economic growth and sustainability of local communities.

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Tags: Bali attractions, Bali travel, Borobudur Temple, cultural experiences, Java tourism

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