The Ministry of Tourism of the Republic of Indonesia is targeting South Korean travellers with the “Go Beyond Ordinary” campaign, which showcases six destinations to attract affluent visitors and encourage longer stays under its Quality Tourism approach. The initiative features Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo, presenting niche experiences that span recreation, wellness, culture, creativity, and marine exploration.
Indonesia Launches Quality Tourism Campaign for South Korean Travellers
Quality Tourism puts the travel experience at the heart of tourism development. The strategy aims to attract affluent travellers, encourage longer stays, and generate greater economic value for destinations and local communities. Widiyanti Putri Wardhana, Minister of Tourism of the Republic of Indonesia, stated that Quality Tourism creates greater value through the way people experience the country. Wardhana explained that the campaign helps South Korean travellers discover more of Indonesia in ways that reflect their personal interests while experiencing local culture, nature, and character.
To support this push toward experiential travel, the Ministry of Tourism introduced MaiA, an AI-powered travel assistant, as part of its Tourism 5.0 programme. The tool is available via indonesiatravel to help visitors plan their itineraries across the featured locations.
Six Featured Destinations Offer Niche Experiences
The campaign highlights distinct regional offerings across six parts of the country:
- Bali: Combines recreation, nature, culture, and wellness, offering golf experiences amidst tropical landscapes.
- Lombok: Provides a quieter escape featuring beaches, natural landscapes, and marine activities.
- Jakarta: Leads with art, shopping, gastronomy, and an urban lifestyle.
- Central Java: Invites travellers to explore heritage sites, traditional arts, and local cuisine.
- Manado: Offers direct flights from South Korea and serves as a hub for diving and snorkelling.
- Labuan Bajo: Features dramatic island scenery and Pink Beach.
Gen Z Travel Preferences Shift Toward Experiential Tourism
Shifting preferences among younger demographics are driving broader changes in how tourism products are designed. Gen Z travellers are increasingly searching for meaning when they travel, pushing industry players to rethink standard tour packages. Made, speaking in Jakarta, noted that young travellers want experiences where they can directly feel local wealth. For example, mountain hiking is no longer just about reaching the summit, but also involves following attractions and observing details along the journey.
To meet this demand, the Indonesian Ministry of Tourism has focused on integrating three core components: respect for culture, nature, and human connection. Since last year, the ministry has managed experiential tourism across three primary lines: gastronomy, fitness, and marine tourism. Two new lines are currently under development: wastra (traditional textiles) tourism and art and culture tourism.
Fadli Fahmi Ali, CEO of Werkudara Group, explained that natural and cultural assets require structured research stages before they can become valuable tourism experiences. This process examines the stories, figures, and meanings behind cultural assets to design activities that allow tourists to engage directly with traditions and local communities.
What Is the Go Beyond Ordinary Campaign?
What is the main goal of the Go Beyond Ordinary campaign?
The campaign aims to attract affluent South Korean travellers, encourage longer stays, and generate greater economic value for local communities by promoting Quality Tourism experiences.
Which six destinations are featured in the campaign?
The campaign highlights Bali, Lombok, Jakarta, Central Java, Manado, and Labuan Bajo.
How does the Ministry of Tourism assist travellers planning a trip?
The Ministry introduced MaiA, an AI-powered travel assistant available through the Tourism 5.0 programme at indonesiatravel, to help visitors match their interests with local offerings.
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