'Travel with Meaning' The New Vision for Sustainable Indonesian Tourism

Tourism Minister Widiyanti Putri Wardhana believes that Indonesia's natural wealth and diverse cultural heritage are major assets that will propel the nation to become a premier global destination.

“With vast expanses of land and sea and such a strong culture, the wealth we possess is not merely a story from the past, but also a significant asset for the future of Indonesian tourism," stated Widiyanti as confirmed in Jakarta on Sunday, October 12, 2025.

At the opening of the Indonesia Tourism Marketing Week (ITMW) at Maya Resort & Spa, Sanur, Bali, on Saturday, October 11, 2025, Widiyanti affirmed that Indonesia is blessed with beautiful nature, deep-rooted traditions, and the hospitality of its people, which form a unique attraction for global tourists.

According to Widiyanti, the new direction for Indonesian tourism is not solely about pursuing higher visitor numbers, but also about enhancing the quality of the experiences they receive.

“We aim to build a tourism sector that not only focuses on tourist arrivals but also delivers social, economic, and cultural benefits for local communities. Economic growth must go hand in hand with social inclusion and environmental sustainability,” she said.

She added that with the extraordinary cultural richness and heritage of the archipelago, the tourism sector is now an essential part of Asta Cita, the national vision set by President Prabowo Subianto and Vice President Gibran Rakabuming Raka.

This new focus is believed to unlock significant opportunities to strengthen Indonesia's image globally while supporting the national economy through competitive and sustainable tourism.

Transformation Towards Quality Tourism

To achieve this, the Ministry of Tourism has prepared various strategic programs. Among them are:

Gerakan Wisata Bersih (Clean Tourism Movement), to encourage environmental awareness at tourist destinations.

Kharisma Event Nusantara (KEN), which promotes cultural potential from various regions.

Wonderful Indonesia Gastronomy and Wonderful Indonesia Wellness, connecting culinary experiences and wellness as new attractions.

Tourism Village Development, ensuring tourism benefits are directly felt by local communities.

Additionally, the ministry is preparing the Draft Third Amendment to Law Number 10 of 2009 concerning Tourism, as well as a Presidential Regulation on the Quality Tourism Fund or Indonesia Quality Tourism Fund (IQTF).

This fund will be focused on supporting transformative programs, from international events to the development of a sustainable tourism ecosystem.

Branding is an Investment

Meanwhile, former Tourism Minister for the 2014–2019 period, Arief Yahya, emphasized the importance of promotion and branding as key elements for developing this sector.

“Promotion is an investment. For example, if our brand value increases by 10 percent, the tourism sector's growth could rise by 11 percent. Therefore, the 'Wonderful Indonesia' branding is essentially a strategic investment for this sector,” stated Arief.

This statement serves as a reminder that the success of Indonesian tourism is determined not only by natural beauty or cultural richness but also by how effectively we package and market this potential in ways that inspire the world.

Indonesian tourism now stands at a crucial crossroads, where nature, culture, and creativity converge to bring forth a new face of tourism that is greener, more inclusive, and more pride-inspiring.