Indonesia Targets Dutch Tourism Market with "First Class Indonesia™️" Series

IRRI.CO.ID, Jakarta - Indonesia is leveraging the power of cinematic storytelling to captivate the European market, officially launching the "First Class Indonesia™️" series to bolster the "Wonderful Indonesia" brand in the Netherlands.

Tourism Minister Widiyanti Putri Wardhana unveiled the initiative on March 7, 2026, describing it as a strategic collaboration with major Dutch broadcasters designed to transform Indonesia's image from a simple holiday destination into a living, high-end cultural narrative.

The campaign specifically targets the Netherlands due to deep historical ties and the high affinity of Dutch tourists for nature, culture, and sustainable travel. As one of Indonesia’s top 15 target markets for the 2025–2026 period, the Netherlands serves as the primary gateway for this ambitious effort to reach 17.6 million international visitors by the end of the year.

The series moves beyond traditional tourism advertising by utilizing a high-quality visual approach that highlights Indonesia's commitment to sustainability and local empowerment. Through a focus on Bali, Sumba, and Lombok, the program illustrates the nation's balance between ancestral traditions and modern world-class hospitality.

“This collaboration shows a joint commitment to presenting world-class tourism content based on strong storytelling and highlighting authenticity and sustainability. We are optimistic that this program will further increase the interest of foreign tourists to visit and experience Indonesia firsthand,” she said during a press briefing in Jakarta, as quoted by the ministry's official website.

The distribution strategy for "First Class Indonesia™️" ensures massive reach through RTL 4, one of the largest commercial television channels in the Netherlands. Targeting modern families and adults aged 25–54, the channel boasts a weekly reach of 1.6 million viewers and approximately 4 million monthly.

To ensure digital longevity, the content is also hosted on the Videoland streaming platform, allowing for continuous engagement throughout 2026.

The "First Class Indonesia™️" series features Bali by showcasing its sacred rituals, wellness traditions, and world-class hospitality to a global audience. In Sumba, the program highlights ancestral traditions and local craftsmanship while exploring the profound social impact of sustainable development on the community.

Finally, the segment on Lombok focuses on the delicate harmony between high-energy adventure activities and the essential practice of environmental conservation.

Minister Widiyanti emphasized that the series aims to let viewers experience Indonesia as more than just a collection of landmarks. By highlighting spiritual rituals in Bali, traditional weaving in Sumba, and eco-conscious adventure in Lombok, the program reinforces the foundation of local community empowerment.

“Every episode captures Indonesia's unique rhythm that reflects a diverse but still united nation, firmly rooted in tradition while continuing to develop according to the times,” Widiyanti explained.

She concluded by expressing her optimism that this directed and collaborative promotion would solidify Indonesia's reputation as a premier global destination, fostering deeper cultural diplomacy through the tourism sector. ***