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INDONESIA’s Tourism Minister, Widiyanti Putri Wardhana officially launched the international campaign titled Go Beyond Ordinary at the World Travel Market (WTM) London 2025, one of the world’s largest tourism exhibitions.
“Through Go Beyond Ordinary, we want the world to see that Indonesia is not just a destination, but an emotional journey filled with rich culinary flavors, warm people, and the serenity of nature,” said Widiyanti at the Indonesia Pavilion at WTM London 2025 on Wednesday (11/08), 2025.
This campaign is a strategic step to strengthen Wonderful Indonesia’s position as an authentic, sustainable, and high-quality tourism destination. This initiative also emphasizes a new direction for Indonesian tourism promotion that prioritizes meaningful experiences, in line with the global trend toward authentic and purposeful travel experiences.
The Minister of Tourism stated that Go Beyond Ordinary is part of the national initiative “Tourism Upgrading,” which places quality and sustainability at the core of industry development. “We want tourism growth that not only targets visitor numbers but also leaves a positive impact on society and the environment. That is the essence of Go Beyond Ordinary,” he said.
This campaign will be promoted in key Indonesian markets, including the UK, Germany, France, and the Netherlands, through digital storytelling strategies, cross-industry collaborations, and integrated promotions across various platforms.
The three main pillars that strengthen Indonesia’s narrative in this campaign are gastronomy, wellness, and marine tourism, three elements that reflect the harmony of the nation’s culture, nature, and creativity.
The launch of Go Beyond Ordinary also featured cultural performances, culinary demonstrations, and business matching sessions between Indonesian tourism industry players and global partners at the Indonesia Pavilion.
Indonesia’s participation in WTM London 2025 is supported by the Jakarta Tourism Board and 46 exhibitors showcasing the diverse tourism potential from across the archipelago. “With the spirit of Go Beyond Ordinary, Indonesia affirms its commitment to being a destination not only visited but also experienced, a place where nature, culture, and people combine to create a journey that leaves a lasting impression,” he said.
The Ministry of Tourism has previously launched various thematic initiatives under the Wonderful Indonesia umbrella. These include Wonderful Indonesia Gastronomy (WIG), which promotes culinary diplomacy as a cultural bridge, and Wonderful Indonesia Wellness (WIW), which highlights the rich healing traditions and philosophy of balanced living in Solo and Yogyakarta.
Through these programs, Indonesia continues to demonstrate its identity as a nation rich in local wisdom, globally competitive, and ready to go beyond the ordinary. [traveltext.id]
