Indonesia’s Ministry of Tourism has entered into a co-branding agreement with global services firm VFS Global aimed at amplifying its “Wonderful Indonesia” tourism campaign worldwide. The deal, formalised on 13 August in Jakarta, sees VFS Global supporting promotional efforts via dedicated marketing initiatives, promotional kiosks at overseas offices and integration with the Indonesia e-Visa on Arrival (e-VoA) platform for travellers from 97 countries. Leveraging VFS Global’s presence across more than 160 countries and its established expertise in government travel services, the ministry aims to inspire more international visitors to discover Indonesia’s rich diversity and beautiful destinations.
The strategic partnership comes as Indonesia targets between 14.6 and 16 million foreign arrivals for 2025, following 13.9 million in 2024—a 19% year-on-year increase. According to the World Travel & Tourism Council, inbound visitor spending in Indonesia is expected to hit IDR 344 trillion (approximately USD 21 billion) this year, marking roughly a 12% increase over pre-pandemic 2019 levels. Through this collaboration, the ministry seeks to align with its Tourism 5.0 vision, which emphasises digital innovation and artificial intelligence in promoting travel access and destination appeal.
