Indonesia Expands Tourism Promotion in Japan, with Destinations Outside Bali as the Focus

Japan stands as one of the key priority markets for Indonesia's tourism promotion efforts. The Ministry of Tourism (Kemenpar) is capitalising on this opportunity by participating in Tourism Expo Japan 2026, hosted at Tokyo Big Sight, Japan, on 24–27 September 2026.

Indonesia's presence at this international tourism exhibition will not only highlight Bali, a destination already widely recognised by Japanese travellers. The Ministry of Tourism seeks to open more pathways for Japanese visitors to discover the full diversity of destinations, cultures and authentic travel experiences across all regions of the Indonesian archipelago.

Ni Made Ayu Marthini, Deputy for Marketing at the Ministry of Tourism, stated that Tourism Expo Japan 2026 acts as a strategic momentum to introduce Indonesia's full range of tourism products, while simultaneously expanding business relations with Japan's tourism industry ecosystem.

"This campaign reflects Indonesia's commitment to deliver immersive, high-quality and distinctive travel experiences that go beyond standard conventional tourist activities," stated Made.

Operating from the Indonesia Pavilion located in Hall E2, the Ministry of Tourism is presenting the latest iteration of the Wonderful Indonesia campaign, titled "Go Beyond Ordinary". This concept is demonstrated through displays of varied destinations, tourism products and hospitality services from national tourism industry stakeholders.

A total of eight Indonesian tourism industry representatives are participating in the expo. Adventure Indonesia and Wendy Asia Utama will showcase curated travel products and experiences, while destination management firm White Tiger Bali will present their end-to-end destination management capabilities and comprehensive tourism service offerings.

Representing the aviation sector, Garuda Indonesia is showcasing their flight services, while also emphasising the critical role of Indonesia-Japan air connectivity in supporting tourist movement between both nations.

The accommodation sector is represented by Kuno Villas, Menjaga Bay Resort, and The Mulia Resort and Villas. These three providers offer distinct lodging profiles, ranging from traditional heritage villas, nature-immersive accommodation, through to premium luxury resort facilities.

Meanwhile, Yoga Barn will introduce Indonesia through the lens of holistic wellness tourism. This offering extends beyond physical activity programmes, to also provide dedicated space for visitors to cultivate mental calm and wellbeing.

Bali remains one of the flagship destinations being promoted to Japanese travellers. However, the Ministry of Tourism is also delivering a wider narrative: that travel to Indonesia does not need to be limited only to already popular, well-established destinations.

Destination diversification forms a core pillar of this promotion. Japanese travellers are being introduced to the opportunity to explore different regions across Indonesia, each offering unique travel characteristics, in order to expand the variety of travel options available for their visits.

"The Indonesia Pavilion will also facilitate business-to-business (B2B) meetings between industry operators, tourism product presentations, as well as formal and informal networking sessions with travel agencies, tour operators and all relevant Japanese tourism stakeholders," explained Made.

This business forum creates space for Indonesian tourism industry players to establish new partnerships, expand their marketing networks, and develop travel packages aligned with the specific preferences and characteristics of the Japanese market.

Indonesia's promotional activities in Tokyo extend far beyond commercial business transactions. The Indonesia Pavilion will also deliver cultural immersion experiences through scheduled live traditional dance performances.

Visitors will also be able to taste specialty coffee sourced from different coffee producing regions across Indonesia, prepared on-site by local Indonesian baristas.

Cultural and gastronomic elements are integrated as part of Indonesia's approach to showcase the full richness of its destinations holistically, covering nature, heritage, culinary, wellness and premium quality travel experiences.

"Through Tourism Expo Japan 2026, the Ministry of Tourism is working to strengthen partnerships with the Japanese tourism industry, introduce Indonesian destinations outside of Bali to a wider audience, and invite Japanese travellers to embrace the 'Go Beyond Ordinary' spirit by exploring the unique and diverse travel experiences that Indonesia has to offer," she concluded.