The Ministry of Tourism and Creative Economy (Kemenparekraf) announced significant achievements from the Wonderful Indonesia Co-Branding Partnership program in 2024. The initiative successfully enhanced the Wonderful Indonesia brand within the tourism and creative economy ecosystem through strategic collaborations. This year, the program introduced various campaigns, including Wonderful Indonesia Berkah, School Break across four cities, Pesona Promo Merdeka, and Road to Mandalika. These campaigns, featuring both online and offline activities, saw participation from numerous partners, culminating in 217 co-branding partnerships—a sharp increase from 108 in 2023. The program, which started in 2017 focusing on tourism, has expanded into diverse activities such as experiential events, advocacy, and exhibitions, involving brands of all sizes, including MSMEs.
Highlighting its commitment to sustainable tourism, Wonderful Indonesia organized the 2024 Wonderful Indonesia Co-Branding Forum (WICF) and concluded the year with the Wonderful Indonesia Co-Branding Awards in Jakarta. These events celebrated partners’ contributions and fostered networking opportunities. According to Ni Made Ayu Marthini, Deputy for Marketing at Kemenparekraf, the program aims to improve not just in quantity but also in quality by 2025. She emphasized the program's impact on attracting international visitors, boosting domestic tourism, and increasing tourist spending in Indonesia. The initiative, which integrates sustainable tourism goals, plays a pivotal role in driving national economic growth through collaborative efforts between the government, local businesses, and global brands.
