Indonesia taps VFS Global to expand reach of Wonderful Indonesia campaign

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Indonesia’s ministry of tourism has signed a co-branding agreement with VFS Global to bolster the global footprint of its Wonderful Indonesia campaign, as the country targets record-high international arrivals in 2025.

The deal was formalised on 13 August in Jakarta by Ni Made Ayu Marthini (pictured, right), deputy minister for marketing at the ministry of tourism, and Kaushik Ghosh (pictured, left), head of Australasia at VFS Global.

As part of the partnership, VFS Global will support the promotion of Indonesian tourism through dedicated marketing initiatives and promotional kiosks in its overseas offices. The company will also leverage its Indonesia e-Visa on Arrival (e-VoA) platform, designed to speed up visa applications for eligible travellers from 97 countries.

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“Through this co-branding agreement, we will optimise our tourism messaging and leverage VFS Global’s presence in more than 160 countries, combined with innovative approaches, to inspire more travellers to experience the beauty and diversity of Indonesia,” said Marthini.

VFS Global, which positions itself as a trusted global outsourcing and technology services specialist for governments and diplomatic missions, sees the collaboration as an opportunity to expand the visibility of Indonesia’s tourism offering while supporting the country’s digital-first approach.

“We are honoured to collaborate with the ministry of tourism to build global awareness of Indonesia’s diverse tourism attractions. With more than 16 years of experience in the tourism services sector, VFS Global has proven its capability in introducing destinations to international markets,” Ghosh said.

“Through the promotion of the e-Visa on Arrival, we aim to make travel access to Indonesia easier, in line with the ministry’s Tourism 5.0 vision that harnesses technological innovation such as artificial intelligence (AI) to maximise the effectiveness of promotion and the market reach of tourist destinations,” he added.

The ministry of tourism has set its sights on attracting between 14.6 and 16 million foreign visitors this year, following 13.9 million arrivals in 2024 - the highest in five years and a 19% year-on-year increase.

The partnership also comes against a backdrop of rising tourism spending. According to the WTTC’s 2025 Economic Impact Report, produced with Oxford Economics, inbound visitor spending in Indonesia is expected to reach a record IDR 344 trillion (US$21 billion) this year - up nearly 12% from pre-pandemic 2019 levels.

VFS Global, which operates more than 3,500 application centres in 158 countries, has already been working with the ministry of tourism since 2023. This includes promotional kiosks in Dubai, Mumbai, and Shanghai, with further launches planned in Australia. Its tourism services arm has supported over 25 global destinations in driving brand awareness and visitor growth.

The co-branding initiative marks a new chapter in Indonesia’s tourism marketing, combining the reach of a global service provider with the creative strength of one of Asia’s most recognised destination brands.

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