Indonesia proudly showcased its commitment to sustainable and high-quality tourism at the ASEAN Tourism Forum (ATF) 2025 from January 15 to 20. The prestigious event in Johor Bahru, Malaysia, brought together tourism leaders and stakeholders from across Southeast Asia. The Indonesian delegation, led by the Ministry of Tourism and Creative Economy, aimed to strengthen cooperation among ASEAN nations while promoting the country’s vast tourism potential.
Minister of Tourism and Creative Economy, Widiyanti Putri Wardhana, emphasized Indonesia’s dedication to fostering regional collaboration. She highlighted the importance of ASEAN unity in developing sustainable tourism. “Participation in ATF 2025 is not just about showcasing our destinations. It’s a step toward realizing shared tourism goals with ASEAN members and our strategic partners,” said Widi Wardhana during the forum.
Promoting Quality and Sustainable Tourism
Indonesia’s mission at ATF 2025 extended beyond regional collaboration. The country focused on advancing its national tourism agenda through innovative programs designed to meet global standards. Indonesia introduced transformative programs aimed at driving high-quality tourism. These initiatives included the “clean tourism movement,” which promotes eco-friendly practices among tourists and businesses. Additionally, the country highlighted its Tourism 5.0 initiative, focusing on digital transformation to enhance visitor experiences.
Special interest tourism attractions also took center stage, such as eco-tourism, cultural tourism, and adventure tourism. The Ministry of Tourism believes these sectors will position Indonesia as a leader in Southeast Asia’s tourism industry. Deputy for Marketing, Ni Made Ayu Marthini, explained, “We are integrating sustainability and innovation into every aspect of our tourism strategy. This ensures not only economic growth but also the preservation of our cultural and natural heritage.”
Strengthening Regional and International Partnerships
ATF 2025 served as a platform for Indonesia to forge new partnerships and deepen existing ties. Minister Wardhana held bilateral talks with South Korea’s Minister of Culture, Sports, and Tourism, Yu In Chon. Their discussions revolved around opportunities under the ASEAN-Republic of Korea Comprehensive Strategic Partnership.
Key initiatives include collaborative marketing campaigns and joint tourism promotions to encourage travel between Indonesia and South Korea. These efforts aim to create a mutually beneficial relationship while boosting tourist arrivals in both countries.
Indonesia also collaborated with the Johor State Government, the Indonesian Consulate General in Johor Bahru, and the Riau Islands Provincial Government. This partnership focuses on improving connectivity between Johor and key destinations in Indonesia. Cross-border tourism promotions and infrastructure development are central to these efforts.
Showcasing Indonesia’s Tourism Potential at Travex
Indonesia’s presence at Travex, the ATF’s Travel Exchange, further highlighted its tourism offerings. The “Wonderful Indonesia Pavilion” featured a dynamic showcase of the country’s destinations, cultural heritage, and hospitality services.
The pavilion attracted significant attention from industry professionals, travel agencies, and media outlets. Highlights included presentations on new destinations such as Lake Toba, Mandalika, Labuan Bajo, and Borobudur Temple. These destinations are part of Indonesia’s “10 New Balis” program, designed to distribute tourism beyond Bali and boost regional economies.
Innovating for the Future of Tourism
Indonesia’s focus on sustainable tourism innovation was a central theme throughout the forum. Digitalization initiatives were showcased as part of the Tourism 5.0 strategy. These include smart tourism apps, integrated booking systems, and virtual experiences to attract tech-savvy travelers. The country also addressed global challenges, such as climate change and over-tourism, by promoting green tourism. Programs encouraging low-impact travel, waste reduction, and community engagement were highlighted as solutions.
Indonesia’s active participation in ATF 2025 reflects its commitment to ASEAN’s shared vision for tourism. As one of the region’s leading destinations, Indonesia plays a crucial role in shaping sustainable tourism policies and practices. Minister Wardhana concluded, “We envision a future where ASEAN becomes a global tourism hub. Indonesia is proud to contribute to this vision through collaboration, innovation, and sustainability.”
A Promising Future for Tourism
The ASEAN Tourism Forum 2025 demonstrated Indonesia’s determination to lead by example. Through innovative programs, strategic partnerships, and a commitment to sustainability, the country aims to attract more international visitors while preserving its cultural and natural treasures.
Indonesia’s efforts at ATF 2025 mark another milestone in its journey to becoming a top global tourism destination. The nation continues to inspire travelers with its rich heritage, breathtaking landscapes, and forward-thinking strategies. With its unwavering dedication, Indonesia is poised to shine even brighter on the world tourism stage.
