A rare diplomatic gift has placed Indonesia in the global spotlight. This week, the country made history by becoming the first in the Asia-Pacific region to receive official tourism investment guidelines from UN Tourism, an international nod that could reshape how the world sees Indonesia’s investment potential.
The symbolic moment happened during the opening ceremony of the 37th Joint Meeting of the UN Tourism Commission for Asia and the Pacific (CAP-CSA) in Jakarta on Tuesday, April 15, 2025. The Secretary-General of UN Tourism, Zurab Pololikashvili, personally handed over the document to Indonesia’s Minister of Tourism, Widiyanti Putri Wardhana.
“Because we’re the host and have a good relationship, this (tourism investment guidelines) was given as a gift,” said Martini M. Paham, Deputy Minister at the Ministry of Tourism and Creative Economy, during a press conference the following day.
Unlike typical reports, this document acts as a comprehensive map of tourism investment opportunities across the country. It’s built on research by UN Tourism—the United Nations’ top body for global tourism—and is designed to capture the attention of serious international investors. So far, only 22 countries have received similar treatment.
The endorsement from UN Tourism is seen as a major credibility boost, especially when compared to local-led promotions. “When we promote ourselves, sometimes investors hesitate. But when it comes from UN Tourism, it’s a different story,” Martini explained.
One of the key strengths of the document is its flexibility. As a “living document,” it can be continuously updated in digital form to reflect real-time developments and shifting market dynamics. It won’t expire anytime soon and is expected to evolve alongside Indonesia’s tourism landscape.
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For now, most of the foreign investment comes from China and the Middle East. However, with a new strategic direction in place, the Indonesian government is hoping to drive investments more aggressively into the five super-priority destinations: Borobudur, Lake Toba, Mandalika, Labuan Bajo, and Likupang. Other key areas—such as Bali, Jakarta, Batam-Bintan, and the new capital Nusantara—are also being positioned as attractive targets.
“We want to focus investment in these priority locations, but other regions are also open to consideration if they show potential,” Martini emphasized.
The government sees this moment as a turning point. With the UN Tourism document in hand and the global spotlight on Indonesia, the stage is set for a new wave of development. What remains is how the country will turn this momentum into meaningful action—by attracting, retaining, and polishing its tourism sector into a top-tier economic driver.
