Wonderful Indonesia Business Matching is a concrete manifestation of the implementation of Indonesia’s Tourism Upgrading Program through a strategic, high-level approach.

Jakarta (Indonesia Window) – Indonesia’s Ministry of Tourism is strengthening its tourism promotion to the Chinese market by holding Wonderful Indonesia Business Matching (WIBM).

The Indonesian Ministry of Tourism's Deputy for Marketing, Ni Made Ayu Marthini, stated in a statement on Sunday (September 14, 2025) that this activity is a continuation of WIBM Seoul, South Korea, which was held on September 8, 2025, the Indonesian Ministry of Tourism said on Sunday.

This is part of a series of overseas promotions to strengthen Indonesia's position as a leading tourism destination for the East Asian market.

WIBM Beijing also represents a strategic collaboration between the Ministry of Tourism, the Indonesian Embassy in Beijing, and the Indonesian Chamber of Commerce in China (INACHAM).

"The Tourism Upgrading Program (WIBM) is a concrete manifestation of the implementation of the Tourism Upgrading Program through a strategic, high-level approach. The Ministry of Tourism wants to ensure that the transformation of Indonesian tourism occurs not only domestically but is also reflected in the Ministry's efforts to build global networks and partnerships," Made said.

Made stated that the activity is paramount importance in enhancing the promotion of Indonesian tourism to China, as the country is one of Indonesia's priority tourism markets.

In 2024, the number of tourist arrivals from China was recorded at 1,198,582, placing it fourth in the world after Malaysia, Singapore, and Australia.

This figure is the basis for the Indonesian Ministry of Tourism's target of 1,220,000 to 1,350,000 Chinese tourists by 2025.

Made explained that Wonderful Indonesia's direct presence in Beijing also demonstrates a commitment to strengthening Indonesia's position in the highly promising Chinese market.

At the WIBM Beijing, the Ministry of Tourism 22 Indonesian tourism industry players participated in, including hotel and resort managers, travel agents/tour operators (TA/TO), airlines, and tourist attraction managers.

The business matching activity generated 12,984 potential visitors, equivalent to potential foreign exchange earnings of approximately 15.4 million US dollars, based on the Average Spending per Arrival (ASPA) of 1,188.11 US dollars for Chinese tourists in 2024.

In addition to serving as a business matching, the event coincided with the 75th anniversary of Indonesia-China diplomatic relations, making it an important opportunity to strengthen bilateral cooperation, build connections among tourism industry players (people-to-people contacts), and support the Indonesian national target of 14.6 million to 16 million foreign tourist visits to the country by 2025.

WIBM Beijing also served as part of the initial launch of the Indonesian Ministry of Tourism's global campaign, #GoBeyondOrdinary.

The campaign encourages international tourists to not only enjoy the beauty of Indonesian destinations, but also to experience the depth of culture, the hospitality of the people, the distinctive cuisine, and harmony with nature through more inclusive and sustainable tourism.

"We want to encourage tourists not only to visit, but also to interact and gain authentic experiences in every corner of Indonesia," she said.

The Deputy for Industry and Investment at the Indonesian Ministry of Tourism, Rizki Handayani, added that in addition to the Beijing WIBM, the ministry is also holding a Tourism Investment Meeting, which is expected to support increased investment in the tourism sector, particularly from China.

In 2024, China was recorded as the main source of foreign direct investment, with investment in the tourism sector reaching 540 billion rupiahs. 1 USD = 16,416 rupiahs.

The event will present various investment and cooperation opportunities in the tourism sector to Chinese parties, and will also serve as a platform for Indonesian project owners to connect with investors and key stakeholders from China.

The investment projects offered include not only hospitality projects but also tourism area development and health and wellness tourism.

“By showcasing projects ready for collaboration, we hope this meeting will not only generate interest but also lead to business agreements that can boost investment in Indonesian tourism," Rizki sasid.

Reporting by Indonesia Window