Indonesian Tourism Diplomacy Growing Stronger, Saudi Arabia Key Partner in Middle East

The Indonesian Government, through the Ministry of Tourism, is taking strategic steps to expand the international tourism market. During a working visit to Riyadh, Saudi Arabia, Tourism Minister Widiyanti Putri Wardhana met directly with Saudi Arabian Minister of Tourism Ahmed Aqeel Al Khateeb. The two discussed significant opportunities for tourist exchanges between the countries, which share strong historical and spiritual ties.

“We discussed the potential for tourist exchanges between Indonesia and Saudi Arabia. Indonesia is one of the largest sources of pilgrimage and Umrah tourists to Saudi Arabia. We hope Saudi Arabia can also send more tourists to Indonesia – a tropical country rich in natural beauty and culture – especially during long holiday seasons,” Widiyanti stated in her official announcement in Jakarta on Tuesday, November 11, 2025.

This bilateral meeting was part of the United Nations Tourism General Assembly (UNTGA) agenda held in Riyadh from 8–11 November 2025. This prestigious biennial UN forum, attended by over 160 UN Tourism member states, addresses global policy directions for sustainable and inclusive tourism.

From Spiritual Tourism to Leisure Destination

Historically, tourist flows from Indonesia to Saudi Arabia have been dominated by Umrah and pilgrimages, with numbers rising annually. Ministry of Religious Affairs data shows over 1.2 million Umrah pilgrims departed from Indonesia to Saudi Arabia by 2024, making Indonesia one of the world's largest markets.

However, Indonesia’s tourism diplomacy is now broadening. Widiyanti emphasized this cooperation extends beyond spiritual tourism to promote leisure exchanges where Arab tourists experience Indonesia’s tropical charms.

“The fraternal and trust-based relationship forms a crucial foundation for strengthening tourism collaboration between both countries,” she said.

Both ministers agreed to advance a previously drafted memorandum of understanding (MoU) covering three priority sectors:

1. Human resource development in tourism,
2. Increasing tourist visit flows, and
3. Investment collaboration for tourism infrastructure strengthening.

Minister Ahmed Aqeel Al Khateeb welcomed this initiative, affirming Saudi Arabia’s commitment to actively implement cooperation in these strategic sectors.

Global Campaign “Wonderful Indonesia” on the World Stage

Widiyanti’s Riyadh visit followed her participation in the World Travel Market (WTM) London 2025 from 3–7 November. There, Indonesia reinforced its vision as Southeast Asia’s premier destination through the “Wonderful Indonesia: Go Beyond Ordinary” campaign.

The campaign captured British public attention via 17 iconic black London taxis wrapped in Indonesian tourism designs, operating for eight weeks in central London. This visual strategy highlights Indonesian tourism’s new creative, modern, and digitally-oriented approach.

For Indonesia, tourism diplomacy transcends boosting visitor numbers to shape global perception. Through active cooperation with Saudi Arabia and participation in UN forums, Indonesia asserts itself as a key global tourism player – a nation that not only attracts visitors but inspires the world through its cultural richness.