Chasing 17.6 Million Tourists, Indonesia's Tourism Transforms Towards Meaningful Experiences

Indonesia targets foreign tourist arrivals in 2026 to reach 16 to 17.6 million visits, with Domestic Tourist trips projected to hit 1.18 billion visits.

This target is outlined in the 2025 National Medium-Term Development Plan (RPJMN) and the 2026 Government Work Plan (RKP).

The tourism sector's contribution to Gross Domestic Product (GDP) is also aimed to reach 4.6 to 4.7 percent.

The government believes conventional approaches are no longer sufficient. Tourists now seek profound, authentic, and meaningful experiences beyond mere destination visits.

Tourism Minister Widiyanti Putri Wardhana identified three factors shaping future travel: technological advancement, commitment to Sustainable Tourism, and demand for personalized journeys.

To position Indonesia as a top-of-mind destination, the Ministry of Tourism launched the "Go Beyond Ordinary" international campaign at World Travel Market (WTM) London 2025 on November 6, 2025.

This campaign reinforces Wonderful Indonesia as an authentic, sustainable, and high-quality destination through three pillars: gastronomy, wellness, and marine tourism.

"Through the spirit of Go Beyond Ordinary, Indonesia affirms its commitment as a destination not just visited but deeply experienced – where nature, culture, and people converge to create journeys leaving profound impressions," stated Deputy Minister for Marketing Ni Made Ayu Marthini.

For wellness tourism, "Wonderful Indonesia Wellness/WIW" combines the Jogja Cultural Wellness Festival (JCWF) 2025 and Royal Surakarta Wellness Festival (RSWF).

Marine tourism promotes Raja Ampat as a sustainable premium diving destination, supported by the "Wonderful Indonesia Diving Directory" book detailing safety and conservation practices.

Gastronomy tourism is strengthened through "Wonderful Indonesia Gourmet/WIG", the "Indonesia Gourmet Guide" book, WIG Talk sessions, and Artisan Food Market.

Sustainability is maintained via the Clean Tourism Movement (GWB), "Tourism Village" program, and "Wonderful Indonesia Awards".

Throughout 2025, Indonesian Tourism secured 153 International Awards, with foreign tourist arrivals projected around 15.31 million.

Tourism foreign exchange reached US$13.82 billion by Q3 2025 and is predicted to exceed US$18.50 billion by year-end.

With this positive trajectory, the government considers Indonesian tourism strategically positioned to achieve the 16-17.6 million foreign tourist target for 2026.