Indonesia has launched its “Go Beyond Ordinary” tourism campaign in South Korea, promoting destinations beyond Bali and targeting luxury, wellness, golf and MICE travellers.
Indonesia has launched a new tourism campaign in South Korea aimed at raising awareness of destinations beyond Bali and driving greater demand for luxury, wellness, golf, and MICE travel.
The “Go Beyond Ordinary” campaign was officially introduced by the Indonesian Embassy in South Korea during the Seoul International Travel Fair (SITF) 2026, held at COEX in Seoul from 4 to 7 June.
The initiative reflects Indonesia’s strategy to diversify its tourism offerings in the South Korean market by promoting a broader portfolio of destinations while leveraging Bali’s established popularity.
Indonesia tourism campaign promotes emerging destinations
As part of the campaign, Indonesia is highlighting several destinations with distinct tourism propositions.
Lombok is being positioned as a premium leisure destination offering a quieter alternative to more established resort markets. Flores is being promoted for eco-tourism, island exploration and cultural experiences, while Manado is targeting marine tourism and diving enthusiasts.
Batam is being showcased for its accessibility, resort infrastructure and suitability for corporate retreats, incentive travel and MICE programmes.
The campaign seeks to encourage South Korean travellers to explore a wider range of Indonesian destinations beyond the country’s most established tourism hub.
South Korea remains a key source market
Indonesia’s focus on South Korea follows continued growth in visitor arrivals from the market.
According to data presented at SITF 2026, Indonesia welcomed 496,862 South Korean visitors in 2025, an increase of 13.97% from the 436,054 recorded in 2024.
South Korea is currently Indonesia’s seventh-largest international source market.
Ali Andika Wardhana, Deputy Chief of Mission at the Indonesian Embassy in Seoul, said tourism continues to play an important role in strengthening people-to-people connections between the two countries.
Focus on premium travel segments
The campaign has been designed to align with evolving travel preferences among South Korean consumers, particularly demand for premium experiences and value-driven travel.
Indonesia is focusing on five key tourism segments: wellness and gastronomy, luxury hospitality, golf tourism, premium honeymoon travel and MICE tourism.
As part of the promotional effort, Indonesia brought eight tourism industry representatives to SITF 2026 to participate in business meetings, destination presentations and networking activities with South Korean travel agencies, media and event planners.
The Indonesian pavilion also used regional coffee products as part of its destination storytelling strategy, highlighting the country’s culinary heritage and regional diversity.
Regional South Korea expansion strategy
Beyond Seoul, Indonesia is expanding its tourism promotion activities into South Korea’s regional markets.
Following SITF 2026, tourism sales missions are scheduled in Busan on 10 June and Gwangju on 12 June, targeting travel agencies and tourism stakeholders in the Yeongnam and Honam regions.
The objective is to strengthen regional distribution networks, support product development and build long-term partnerships with local travel trade professionals.