Wonderful Indonesia Promotion Becomes More Creative, First Class Indonesia Series Targets European Market
Efforts to promote Wonderful Indonesia on the international market continue to be strengthened by the government through various creative strategies. One such initiative is led by the Ministry of Tourism, which has partnered with a number of international media partners to publicise a travel documentary series titled First Class Indonesia™. The programme is expected to broaden the reach of Wonderful Indonesia Promotion, particularly in Europe, with the Netherlands as one of the main markets for international visitors.
Minister of Tourism Widiyanti Putri Wardhana stated that the collaboration forms part of a global communications strategy that prioritises a creative approach. According to her, collaboration with international media is a crucial step in strengthening Indonesia’s tourism image in the eyes of the world.
She also appreciated the support of various parties involved in the production of the series, including Dutch television network RTL 4 and streaming platform Videoland, as well as the creative team and filmmakers contributing to delivering promotional content for Indonesian destinations with cinematic quality.
According to Widiyanti, the collaboration reflects a joint commitment to presenting tourism content that is not only visually appealing but also has a storytelling power capable of introducing the cultural values, traditions, and sustainability of Indonesian tourism to international audiences.
Through this programme, we aim to present authentic and inspirational travel narratives. We are optimistic that this initiative can strengthen the Wonderful Indonesia Promotion while also boosting foreign tourist interest to visit, she said in an official statement in Jakarta.
The Netherlands Becomes a Strategic Target for Promotion
The Netherlands was chosen as the premiere location for the First Class Indonesia™ series due to its long historical ties with Indonesia. In addition, Dutch tourists are known to have strong interest in cultural tourism, nature, and sustainable travel experiences.
That country is also among Indonesia’s 15 priority tourism markets for the 2025–2026 promotional period. Through this strategy, the government hopes Wonderful Indonesia Promotion can reach more potential travelers in Europe.
The travel series showcases a number of premier destinations in Indonesia with a cinematic visual approach paired with strong storytelling. This concept is considered effective in introducing deeper travel experiences while also building a positive image of Indonesia’s destinations on a global level.
Showcasing Indonesia’s Premier Destinations
The First Class Indonesia™ programme highlights a range of popular destinations that form Indonesia’s main attractions. Among them are Bali, Sumba, and Lombok.
In Bali, the series showcases the cultural and spiritual richness of local communities, from traditional rituals, wellness practices, to distinctive cuisine and world-class hospitality services. The island is depicted as a destination that blends natural beauty with a living culture that remains preserved.
In Sumba, the programme highlights the strength of local traditions passed down through generations. Community life, handicrafts, and the social impacts of sustainable tourism development are important parts of the travel narrative presented.
In Lombok, viewers are shown the harmony between natural scenery, adventurous activities, and environmental conservation efforts undertaken by local communities and tourism industry players.
Through this approach, the Wonderful Indonesia Promotion not only highlights the beauty of destinations but also demonstrates how Indonesian tourism develops with principles of sustainability and empowerment of local communities.
Widiyanti added that the series invites viewers to see Indonesia as a complete travel story, not just a collection of tourist attractions.
“Each episode portrays Indonesia’s diverse character, yet still possessing a strong identity. This is an important part of the larger narrative of the Wonderful Indonesia Promotion to the world,” she said.