Indonesia is taking a different approach to tourism growth. Rather than simply trying to bring in more visitors, the government is placing greater attention on travelers who want meaningful experiences and are willing to spend more during their trips.
This shift is reflected in the government’s support for the Wonderful Indonesia Tourism Fair (WITF) 2026, which is scheduled to take place from October 15 to 17, 2026, at JIExpo Kemayoran in Jakarta. The event is expected to connect Indonesia’s tourism industry with potential buyers and business partners from Indonesia and international markets.
For the Ministry of Tourism, the event is closely linked to a broader effort to develop quality tourism. Tourism Minister Widiyanti Putri Wardhana said improving the quality of tourism products and experiences is now one of the government’s key priorities.
“One of our main focuses is developing quality tourism, which means improving the quality of tourism products and experiences offered to encourage higher tourist spending,” Widiyanti said during a press conference for WITF 2026 at the Ministry of Tourism Office on Wednesday (September 23, 2026).
The idea is not simply to attract visitors with more destinations or promotional campaigns. The government also wants Indonesia to offer tourism experiences that have greater value for travelers and, in turn, generate greater economic benefits.
Marine tourism is among the areas being highlighted. Products and experiences such as yacht tourism, cruise travel, and diving are considered to have strong potential to attract travelers with higher spending power.
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Yet having attractive tourism products alone does not guarantee that they will reach the right customers. Widiyanti pointed out that even strong products can struggle to grow if they are not connected with the market that is looking for them.
This is one of the reasons WITF is considered important. The event is designed not only as a platform for promoting Indonesian destinations, but also as a place where tourism businesses can meet potential markets directly.
One of the key mechanisms is business matching. Through these meetings, tourism industry players can engage with both international and domestic buyers. They can learn more directly about what the market wants, how tourist preferences are changing, what types of products are needed, and where potential business partnerships may be developed.
“Through business matching, industry players can gain direct insights into market needs, from tourist preferences and the products they are looking for to potential opportunities for cooperation,” she said.
This means WITF is intended to go beyond the traditional role of a tourism exhibition. Instead of simply presenting destinations and tourism products to visitors, the event creates an opportunity for Indonesian businesses to identify potential buyers who are actually interested in what they offer.
Widiyanti emphasized this broader role of the event.
“In this way, WITF will not only serve as a promotional forum, but also as a space to connect Indonesian tourism products with their target markets, create transaction opportunities, and build broader business partnerships,” she said.
The approach reflects a wider change in how tourism development is being viewed. Promotion remains important, but it is no longer enough on its own. Tourism businesses also need to understand travelers more closely, including the experiences they want, the products they are looking for, and the expectations they have when choosing a destination.
For Indonesia, connecting those needs with the right tourism products could help strengthen the country’s quality tourism segment. Instead of measuring success only by how many people arrive, the government is also looking at the economic value generated by each trip.
Through WITF and its business matching opportunities, the government hopes to bring Indonesian tourism products closer to the markets that need them. The longer-term goal is to build stronger tourism products and experiences while increasing the economic contribution generated by travelers visiting Indonesia.
In other words, Indonesia’s tourism strategy is increasingly looking beyond visitor numbers. The focus is also on attracting travelers who value quality experiences and contribute greater economic value during their time in the country.
