ER
THE MINISTRY of Tourism aims to enhance the tourism promotion ecosystem network in 2026 through a forum titled “Wonderful Indonesia Co-Branding Forum (WICF) 2025.”
“WICF 2025 is an important opportunity to establish a new direction for the Wonderful Indonesia campaign, moving towards the Co-Branding 5.0 era, where collaboration and innovation are essential for enhancing Indonesia’s global tourism standing,” stated Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, in an official statement issued in Jakarta recently.
Made explained that WICF 2025, which carries the theme “Strengthening Collaboration Toward Co-Branding 5.0,” presents an interactive space between the Ministry of Tourism and 49 co-branding partners to align the strategic goals of the ministry’s programs.
The Ministry of Tourism is implementing five key programs: the Clean Tourism Movement, Tourism 5.0, Indonesian IP-Based Events, Tourism Villages, and Quality Tourism.
During this forum, the Ministry of Tourism also presented a business matching session to explore strategic cooperation opportunities. In this session, participants had the opportunity to explore potential synergies in product development, joint promotional campaigns, and co-branding initiatives that would strengthen Wonderful Indonesia’s image in the domestic and international markets.
In accordance with the objectives of WICF 2025, the Ministry of Tourism initiated an international campaign titled “Go Beyond Ordinary” at the World Travel Market (WTM) London 2025 on November 6, 2025.
This campaign is a strategic initiative to bolster Wonderful Indonesia’s standing as an authentic, sustainable, and high-quality tourism destination.
The new campaign represents a shift in the approach to Indonesian tourism promotion, with a focus on providing meaningful experiences through three key pillars: gastronomic, wellness, and marine tourism. These three pillars reflect the harmony of culture, nature, and national creativity.
Made expressed his hope that this forum would serve as a platform for enhanced collaboration between government and industry, with the aim of developing a creative, inclusive, and sustainable tourism ecosystem.
Ni Made concluded by emphasizing Indonesia’s commitment to its position as a destination that is not only visited, but also experienced, as a place where nature, culture, and people combine to create a journey that leaves a deep impression. [traveltext]
