Indonesia is promoting a new approach to tourism for South Korean travelers, emphasizing personalized and meaningful experiences beyond typical sightseeing. The Ministry of Tourism of the Republic of Indonesia announced the 'Go Beyond Ordinary' campaign on October 2, 2026, highlighting activities such as golf, wellness, culture, creativity, and marine exploration.
The strategy, called Quality Tourism, aims to attract affluent visitors, encourage longer stays, and boost economic value for local communities. Six destinations-Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo-are featured, each offering distinct experiences. Bali combines recreation, nature, and wellness, while Lombok provides a quieter setting with beaches and marine activities.
Jakota focuses on art and creativity through galleries and performances, and Central Java offers historical sites and living traditions. Manado is ideal for diving with direct flights from South Korea, and Labuan Bajo features dramatic landscapes and Pink Beach. The Ministry also introduced an AI travel assistant called MaiA to help plan trips.
For South Korean travelers, this campaign means access to a wider range of curated experiences tailored to personal interests, from golf and wellness to cultural heritage and marine adventures, potentially making trips more diverse and rewarding.
