Ministry of Tourism Strengthens Experience-Based Marketing

RRI.CO.ID, Jakarta - The Ministry of Tourism enhances experience-based tourism marketing to enhance the quality of the traveler's journey while broadening the benefits of tourism for local communities at destinations. Vice Minister of Tourism, Ni Luh Puspa, stated that this approach aims to ensure tourists do not merely visit a location but also gain authentic, personal, and meaningful experiences during their time in Indonesia.

According to her, the richness of Indonesia's destinations, culture, and hospitality needs to be translated into tourism experiences that offer higher value and competitiveness.

"The goal is to ensure that the quality of the tourist experience in Indonesia is elevated and that the benefits are felt more widely by the Indonesian people," she said.

According to a release received by RRI Voice of Indonesia on Thursday, October 1, 2026, with this approach, tourism growth is not measured solely by visitor numbers. More diverse experiences are expected to encourage tourists to stay longer, explore more locations, and utilize a wider range of products and services at the destination.

Ni Luh cited the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector as an area where this approach can be applied. Conference or meeting participants need not limit themselves to the main agenda; they can extend their trip to enjoy local cuisine, visit attractions, or engage in activities that showcase the culture and character of the host region.

This direction is a key focus of the Ministry's "Go Beyond Ordinary" program, which shifts the marketing emphasis from mere destinations to the experiences awaiting travelers. The government is also bolstering five special-interest tourism segments through its Quality Tourism Program: gastronomy, marine tourism, wellness, wastra (traditional textiles), and art & design tourism.

Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, stated that young travelers are increasingly showing an interest in experiences. According to a study she presented at the Indonesia Tourism & MICE Outlook 2027, approximately 52 percent of Gen Z travelers travel in search of experiences.

She noted that a region's existing assets could be packaged into more compelling tourism activities. For instance, art and culture could be combined with traditional textiles, marine tourism, and walking tours.

"We are promoting non-conventional, extraordinary tourism so that tourism activities can be more widely distributed," Ni Made said.

Efforts to strengthen experience-based marketing are further supported by technology. The Ministry of Tourism utilizes MaiA (Meticulous Artificial Intelligence of Indonesia)—an AI Travel Assistant featured on the indonesia.travel platform—as part of its Tourism 5.0 initiative.