Indonesia returned to the World Travel Market (WTM) London 2025 with a powerful new message to the global tourism industry: “Go Beyond Ordinary.”
The theme marks not only a fresh chapter in the country’s international tourism strategy. It is also a renewed commitment to meaningful, sustainable, and emotionally resonant travel experiences. This message was conveyed by Indonesia’s Minister of Tourism, Widiyanti Putri Wardhana.
“Go Beyond Ordinary” a new campaign within “Wonderful Indonesia”
At WTM, Widiyanti Putri Wardhana set the tone for the day alongside the Deputy Minister for Tourism in charge of Marketing Ibu Made Martini and the Ambassador to the UK, Desra Percaya.
“This is not just a slogan,” said the Minister. “Go Beyond Ordinary defines who we are: a nation that continues to evolve, to innovate, and to inspire the world. Indonesia has always been more than a destination. It is a living story, where nature, culture, and people move in harmony.”
The Minister explained that after more than a decade of success with the Wonderful Indonesia brand, the new campaign represents an evolution rather than a replacement. “If Wonderful Indonesia celebrated our wonders, Go Beyond Ordinary invites the world to feel the soul behind them — to move beyond the visual into something emotional, meaningful, and transformative, ” she explained.
Beyond Nature, Culture, and Adventure
At the heart of the campaign is a call to connection through experiences that “awaken the senses, connect people, and leave meaning behind.”
Widiyanti Putri Wardhana links these sensorial experience to the country’s 10 priority destinations located all across the archipelago. It includes Borobudur/Yogyakarta/Prambanan, Lombok/Gili islands, Manado/Likupang, Bangka–Belitung, Lake Toba, Raja Ampat, Labuan Bajo, Wakatobi, Bromo–Tengger–Semeru, and Morotai.
These sites, together with Indonesia’s three established “greater destinations” — Bali, Jakarta, and the Riau Islands — represent the nation’s roadmap for sustainable growth and quality tourism in the next decade.
“Each one is a living story,” stressed the Minister “A reflection of our nation’s creativity and spirit. Go Beyond Ordinary is more than a campaign — it’s our national promise to welcome the world, not only with beauty, but with heart.”
Following the keynote, Deputy Minister Made Martini presented Indonesia’s strategic directions for 2025–2026, emphasizing the country’s focus on quality tourism built around three key pillars: gastronomy, culture, and immersive experiences.
“This year, Indonesia is not just presenting destinations — we’re bringing them to life,” she said. “Our pavilion at WTM reflects this philosophy by being a living experience where visitors can see, hear, taste, and feel Indonesia. It’s a space where tradition meets innovation, and where connection becomes the story.”
Tourism Outlook and Policy Updates
Officials also addressed growing international interest in Indonesia, particularly from new and returning markets. Questions arose about adjustments in visa or immigration policies.
While details remain under review, the Ministry confirmed it is exploring broader access and simplified entry for key traveler segments. That includes honeymooners visiting Bali and eco-conscious tourists exploring remote destinations.
“Our goal is to ensure that Indonesia remains open, inclusive, and welcoming — while maintaining sustainability and cultural integrity,” told Martini.
