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THE INDONESIAN Ministry of Tourism is strengthening efforts to reach European tourists through the development of quality tourism products displayed at the World Travel Market (WTM) London 2026 at ExCeL London, England on 3-5 November 2026.
Tourism Minister Widiyanti Putri Wardhana in an official statement in Jakarta, Wednesday (11/04), 2026, said that this approach was in line with efforts to present Indonesia as a destination that not only offers natural beauty, but also authentic, quality and sustainable experiences.
In this exhibition, the Ministry of Tourism presented the 352.75-square-meter Wonderful Indonesia Pavilion to present Indonesia’s maritime, cultural, gastronomic, contemporary art and creativity riches through an immersive experience concept.
The Indonesian Pavilion is presented under the “Go Beyond Ordinary” campaign and will feature underwater life as design inspiration, by combining visual experiences, aromas, tastes and sounds of the archipelago.
One of the attractions is an installation by contemporary Indonesian artist Mulyana or Mang Moel, who is known for his large-scale knitted works on the theme of underwater life.
Through a knitting technique that utilizes leftover yarn, Mang Moel depicts the beauty and fragility of the marine ecosystem in his work.
The Indonesian government also introduced five superior tourism products, namely marine tourism, gastronomy, fitness, Indonesian literature and Muslim-friendly tourism. This product is part of an upscale tourism strategy to attract tourists who stay longer and have higher spending.
The Ministry of Tourism views the European market as an important target because tourists from this region have the potential to undertake longer trips and enjoy cross-destination experiences.
In the midst of geopolitical dynamics, economic challenges and changes in international travel behavior, Indonesia’s presence at WTM London is also used to maintain competitiveness and expand market share.
This year’s participation involved 65 Indonesian tourism industry players, including four tourist villages, namely Teluk Harapan Tourism Village, Candirejo Tourism Village, Walian Satu Tourism Village, and Bilebante Green Tourism Village.
This series of activities also includes business meetings between Indonesian industry players and potential buyers and international partners to explore opportunities for cooperation, travel packages and strengthening distribution networks.
The Ministry of Tourism also took advantage of this opportunity to expand promotions to ten Priority Tourism Destinations (DPP) and three Regenerative Tourism Destinations so that the economic benefits of tourism are not only focused on destinations that are already widely known.
In the WTM London series, Widiyanti is also exploring 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 in the 2027 Forbes Travel Guide Summit in Monaco.
Discussion of this collaboration includes improving the quality of hotel services, promoting premium destinations, developing wellness experiences, and increasing the competency of tourism human resources. [traveltext.id]
