Indonesia promotes quality tourism to European market at WTM London

Jakarta (ANTARA) - The Tourism Ministry has stepped up efforts to attract European tourists by developing quality tourism products showcased at the World Travel Market (WTM) London 2026, held at ExCeL London from November 3 to 5.

Tourism Minister Widiyanti Putri Wardhana said in a statement issued here on Wednesday that the approach was part of efforts to position Indonesia as a destination offering not only natural beauty but also authentic, high-quality, and sustainable experiences.

At the exhibition, the ministry presented the 352.75-square-meter Wonderful Indonesia Pavilion, showcasing the country’s maritime wealth, culture, gastronomy, contemporary art, and creativity through an immersive experience.

The pavilion carried the campaign “Go Beyond Ordinary” and drew design inspiration from underwater life, combining the visuals, aromas, tastes, and sounds of the archipelago.

One of its attractions was an installation by contemporary Indonesian artist Mulyana, known as Mang Moel, who is recognized for his large-scale knitted works themed around underwater life.

Using knitting techniques that incorporate leftover yarn, Mulyana depicts both the beauty and fragility of marine ecosystems in his work.

The ministry views the European market as an important target, as tourists from the region tend to take longer trips and enjoy multi-destination experiences.

Amid geopolitical dynamics, economic challenges, and changing international travel behavior, Indonesia’s participation in the London event was aimed at maintaining the country’s competitiveness and expanding its market share.

This year’s participation involves 65 Indonesian tourism industry players, including four tourism villages: Teluk Harapan, Candirejo, Walian Satu, and Hijau Bilebante.

The activities also included business meetings between Indonesian industry players and potential international buyers and partners to explore cooperation opportunities, travel packages, and stronger distribution networks.

The ministry also used the opportunity to promote the 10 Priority Tourism Destinations and three Regenerative Tourism Destinations, aiming to ensure that tourism’s economic benefits are not concentrated in only widely known destinations.

During the event, Wardhana also explored 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 at the Forbes Travel Guide Summit 2027 in Monaco.

Related news: Indonesia sees growth in foreign arrivals, tourist spending in 2026

Translator: Hreeloita, Kenzu
Editor: M Razi Rahman
Copyright © ANTARA 2026