The Ministry of Tourism of the Republic of Indonesia is targeting South Korean travellers with a campaign titled “Go Beyond Ordinary,” which highlights six specific destinations to attract affluent visitors and encourage longer stays under its Quality Tourism approach.
Six Indonesian Destinations Featured in the Campaign
The campaign showcases Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo. Each location presents niche experiences spanning recreation, wellness, culture, creativity, and marine exploration.
Bali offers golf, gastronomy, wellness, and culture. Lombok provides a quieter escape characterized by beaches, scenery, and marine experiences. Jakarta leads with art, shopping, and urban lifestyle, while Central Java features heritage sites, traditional arts, and local cuisine.
Marine travellers can head to Manado, which features direct flights from South Korea and is known for diving and snorkelling. Alternatively, visitors can travel to Labuan Bajo, which serves as home to Pink Beach and dramatic island scenery.
Strategy aims to attract affluent travellers for greater economic value
By focusing on experience quality, the strategy aims to attract affluent travellers, encourage longer stays, and generate greater economic value for destinations and local communities.
Commenting on the campaign, Widiyanti Putri Wardhana, Minister of Tourism of the Republic of Indonesia, stated that Quality Tourism is about creating greater value through the way people experience Indonesia. Through the initiative, the ministry wants South Korean travellers to discover more of the country in ways that reflect their interests while experiencing the culture, nature, and character that make each destination distinct.
To support these visitors, the ministry launched MaiA, an AI travel assistant under the Tourism 5.0 programme, accessible via indonesiatravel.
Development of Experiential Tourism
Since last year, the Ministry of Tourism has managed experiential tourism through three sectors: fitness, gastronomy, and marine tourism. This year, the ministry is adding art and culture tourism as well as wastra, or traditional textiles, tourism. This shift follows a trend where Gen Z travelers seek meaning in their trips.
Speaking in Jakarta on Monday, September 28, 2026, Made noted that young travelers’ interests have shifted. Made stated, “The more creative, engaging, and unique the offering, the more it appeals to today’s travelers,” and added that this shift “transforms into the kind of experience they want to achieve.”
Fadli Fahmi Ali, CEO of Werkudara Group, said that cultural and natural assets must go through several stages to become valuable experiences. He explained that this begins with researching the figures, stories, or meanings behind an asset to design activities. According to Ali, value is created through layers involving the person, the tradition, and the object.
Did You Know? Manado features direct flights from South Korea and is widely recognized for its diving and snorkelling opportunities.
Campaign targets South Korean travellers to visit six destinations
What is the main goal of the Go Beyond Ordinary campaign?
The campaign aims to target South Korean travellers to attract affluent visitors, encourage longer stays, and generate greater economic value for local communities through Indonesia’s Quality Tourism approach.
Which destinations are featured in the campaign?
The campaign highlights six destinations: Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo.
How does Manado connect with South Korean travellers?
Manado offers direct flights from South Korea and is known for its diving and snorkelling experiences.
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