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THE WONDERFUL Indonesia Pavilion won the Best Stand Design in Asia award at the World Travel Market (WTM) London 2026 which took place on 3–5 November 2026 at ExCeL London, England.
WTM London 2026 presents 389 booths from various regions of the world. Europe and the Mediterranean dominated with 140 booths, followed by Asia with 99 booths, America with 56 booths, Africa with 50 booths, the Middle East with 27 booths, and Great Britain and Ireland with 17 booths. In the midst of competition from various countries and international tourism industry players, the Wonderful Indonesia Pavilion received recognition as the best design in the Asian region, beating 98 other booths.
The Wonderful Indonesia Pavilion last won the Best Stand Feature award at the WTM London event in 2019. At that time, the Wonderful Indonesia Pavilion appeared with the Phinisi ship concept combined with the rich cultural elements of the archipelago, thus presenting a representation of the uniqueness and diversity of Indonesian culture.
According to the Minister of Tourism, Widiyanti Putri Wardhana, in her statement in London, Friday (11/06), 2026, said the award proves Indonesia’s competitiveness in promoting tourism through a creative, innovative and characterful approach.
“The Best Stand Design in Asia award is a matter of pride for Indonesia as well as recognition of the creativity and collaboration of all parties involved. We want to show that Indonesia not only offers natural beauty and tourist destinations, but also cultural richness, community creativity, and experiences that have value and meaning for tourists,” said Widiyanti.
She added that this achievement was in line with the spirit of the Go Beyond Ordinary campaign which invites world tourists to get to know Indonesia more than just a holiday destination.
“Through Go Beyond Ordinary, we want to invite tourists to experience a more in-depth and authentic experience when visiting Indonesia. Indonesian tourism has a story, identity and uniqueness that cannot be found anywhere else. Therefore, we will continue to strengthen promotions that are able to present experiences while showing Indonesia’s commitment to quality and sustainable tourism,” she affirmed.
The Indonesian Pavilion at WTM London 2026 is designed as an immersive experience space that combines maritime beauty, cultural richness, gastronomy, contemporary art and national creativity.
Carrying the Go Beyond Ordinary campaign, the 352.75 square meter pavilion at booth N8-220 uses Indonesia’s marine wealth as the main design inspiration.
The Indonesian Pavilion also presents an experience that allows visitors not just to see pictures of the destination, but to enter and experience the Indonesian tourist atmosphere directly. Through a combination of visuals, aromas, tastes and sounds of the archipelago, visitors are invited to get to know Indonesia’s riches more closely and thoroughly.
Apart from marine-themed installations, visitors are introduced to the rich culture of the archipelago through various activities, ranging from traditional art performances, playing the sasando musical instrument by Juandito Berel, to wellness activities based on the aroma of Indonesian essential oils.
The uniqueness of this year’s Indonesian Pavilion can also be seen from the collaboration between renowned Indonesian architect, Andra Matin, and contemporary artist Mulyana, known as Mang Moel. This collaboration was realized through the representation of Indonesia in 1 booth, through mapping the space of 65 co-exhibitors from 11 provinces and uniting the characteristics of the 5 official partners.
Added to this is the power of large-scale knitted installations with the theme of underwater life which is one of the main artistic attractions of the pavilion.
Mang Moel is an artist from Bandung who works in Yogyakarta and has displayed his works on various international art stages, including New York, Los Angeles, Singapore, Japan and South Korea. His work has also decorated the window installation of the Hermès fashion house.
Through knitting techniques that utilize various materials, including leftover yarn, Mang Moel presents representations of underwater life that depict the beauty and fragility of the marine ecosystem. This installation not only enriches visitors’ visual experience, but also conveys the message of the importance of preserving the environment and marine ecosystems.
“The presence of Mang Moel’s work at the Indonesian Pavilion is a symbol of the meeting between art, creativity and the message of sustainability. This collaboration also shows that tourism promotion can be packaged through a cross-sector approach that connects architecture, art, culture and environmental issues,” concluded Widiyanti. [traveltext.id]
