At the World Travel Market (WTM) London 2026, held from November 3 to 5 at ExCeL London, Indonesia's Tourism Ministry intensified efforts to attract European tourists by highlighting quality tourism products. Tourism Minister Widiyanti Putri Wardhana stated that the approach aims to position Indonesia as a destination offering natural beauty along with authentic, high-quality, and sustainable experiences.
The ministry presented the 352.75-square-meter Wonderful Indonesia Pavilion, which carried the campaign 'Go Beyond Ordinary' and drew design inspiration from underwater life. The pavilion showcased the country's maritime wealth, culture, gastronomy, contemporary art, and creativity through an immersive experience, including an installation by contemporary artist Mulyana, known for large-scale knitted works themed around marine ecosystems.
The ministry views the European market as important because tourists from the region tend to take longer trips and enjoy multi-destination experiences. Amid geopolitical dynamics and economic challenges, Indonesia's participation aimed to maintain competitiveness and expand market share. The event involved 65 Indonesian tourism industry players, including four tourism villages, and included business meetings with potential international buyers.
During the event, Minister Wardhana also explored collaboration opportunities with Forbes Travel Guide to strengthen Indonesia's position in the luxury tourism market, including the possibility of participating as a destination partner at the Forbes Travel Guide Summit 2027 in Monaco. This focus on quality and sustainability may offer European travellers more authentic and diverse travel experiences in Indonesia.
