The Ministry of Tourism of the Republic of Indonesia announced a new push to attract South Korean travellers through its Quality Tourism initiative, highlighted by the “Go Beyond Ordinary” campaign. Revealed by Minister of Tourism Widiyanti Putri Wardhana, the strategy seeks to draw affluent visitors by focusing on meaningful travel experiences, ranging from recreation and wellness to culture, creativity, and marine exploration.
Six Indonesian destinations featured in campaign
The campaign centers on six specific destinations across the Indonesian archipelago: Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo. Each location offers distinct attractions tailored to diverse personal interests. Bali combines recreation, nature, culture, and wellness with golf courses set among tropical scenery, while Lombok provides a quiet escape featuring beaches and marine activities.
Jakarta offers a vibrant mix of urban lifestyle, art, creativity, and gastronomy. Central Java invites travellers to explore local history, traditions, and cuisine through historic sites. For diving enthusiasts, Manado presents rich underwater ecosystems, and Labuan Bajo features dramatic island scenery alongside the well-known Pink Beach.
Did You Know? The Ministry of Tourism introduced MaiA, an AI-powered travel assistant available through indonesiatravel to help travellers plan their visits as part of the Tourism 5.0 programme.
Minister outlines goals for quality tourism
The Ministry of Tourism aims to encourage longer stays and generate greater economic benefits for local communities by promoting niche offerings such as marine tourism, gastronomy, wellness, luxury golf, and the arts. According to Minister Widiyanti Putri Wardhana, “Quality Tourism is about creating greater value through the way people experience Indonesia. Through Go Beyond Ordinary, we want South Korean travellers to discover more of the country in ways that reflect their interests.”
Promotion in Japan
Indonesia is also extending its “Go Beyond Ordinary” campaign to Japanese travellers. On September 22, 2026, the Ministry announced its presence at Tourism Expo Japan 2026, held from Thursday, September 24 to Sunday, September 27, 2026. The Indonesian Pavilion is located at Tokyo Big Sight, Hall E2, Booth No. G-10.
The pavilion includes eight industry representatives. Garuda Indonesia handles the transportation sector, while Yoga Barn focuses on holistic wellness. Kuno Villas, Menjaga Bay Resort, and The Mulia Resort and Villas represent the accommodation sector. Wendy Asia Utama and Adventure Indonesia are showcasing travel products, and DMC White Tiger Bali is providing destination management services. Visitors at the booth can sample regional specialty coffee and watch traditional dance performances.
While the exhibiting companies operate in Lombok, Labuan Bajo, and Bali, the promotion covers a wider range of sites, including Raja Ampat, Tanjung Puting, Toraja, Bromo, Malang, Yogyakarta, and Sumba. The event is designed to facilitate networking and B2B meetings with Japanese tour operators and travel agencies.
Answers about the South Korean travel initiative
What is the main goal of the Quality Tourism initiative for South Korean travellers?
The initiative aims to enhance the quality of travel experiences, attract affluent visitors, encourage longer stays, and boost economic benefits for local communities by offering niche experiences like wellness, luxury golf, gastronomy, and marine tourism.
Which six destinations are highlighted in the campaign?
The “Go Beyond Ordinary” campaign highlights Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo.
How can travellers access the AI-powered travel assistant MaiA?
MaiA is available through indonesiatravel as part of the Ministry’s Tourism 5.0 programme to assist visitors in planning their journeys.
Keep reading