Indonesia courts South Korean travellers with 'Go beyond ordinary' experience push

Indonesia is positioning experiences, rather than destinations alone, at the centre of its latest tourism push in South Korea, using golf, wellness, culture, creativity and marine exploration to encourage travellers to look beyond Bali.

Under its “Go beyond ordinary” campaign, the ministry of tourism is highlighting six destinations - Bali, Lombok, Jakarta, Central Java, Manado and Labuan Bajo - as part of its wider Quality Tourism strategy.

The approach aims to attract affluent travellers, encourage longer stays and generate greater economic value for destinations and local communities by focusing on niche tourism experiences including marine tourism, gastronomy, wellness, luxury, golf and the arts.

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For Bali, the campaign combines tropical golf experiences with gastronomy, wellness retreats and cultural exploration, positioning the destination as a mix of recreation, relaxation and discovery.

Lombok, meanwhile, is presented as a quieter alternative, with beaches, natural landscapes and marine experiences aimed at travellers seeking a more tranquil pace.

Jakarta takes a more urban and creative route, with galleries, exhibitions, creative spaces and performances positioned alongside the capital's gastronomy, shopping and lifestyle offerings.

In Central Java, the focus shifts towards history and living culture, with historic sites, traditional arts, craftsmanship, local cuisine and community experiences offering travellers a closer look at Indonesia's cultural heritage.

The campaign also highlights Indonesia's marine assets. Manado is positioned around its underwater ecosystems and biodiversity, with diving and snorkelling among its key experiences. The destination is also becoming more accessible to South Korean travellers through direct flights.

Labuan Bajo rounds out the six destinations with its combination of island landscapes and marine experiences, including Pink Beach and its distinctive pink sand.

“Quality Tourism is about creating greater value through the way people experience Indonesia. Through 'Go beyond ordinary', we want South Korean travellers to discover more of the country in ways that reflect their interests, while experiencing the culture, nature and character that make each destination distinct,” said tourism minister Widiyanti Putri Wardhana.

Alongside the campaign, the ministry is also using AI to support travellers in planning trips around their interests. Its Meticulous Artificial Intelligence of Indonesia (MaiA) travel assistant, developed under the Tourism 5.0 programme, is available through indonesia.travel.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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