Indonesia, through the Ministry of Tourism (Kemenpar), is showcasing strategic flagship themes relevant to global tourism trends: marine, gastronomy (culinary), and wellness (health and fitness) at the ITB Asia 2025 business-to-business tourism exhibition, held from October 15–17, 2025, at Marina Bay Sands, Singapore.
The Deputy for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini, stated in a statement in Jakarta on Thursday (10/16/2025) that Indonesia’s participation this year, with three flagship themes: marine, gastronomy (culinary), and wellness (health and fitness), reflects the government’s primary focus on developing Indonesia’s tourism potential.
“Indonesia is not only focused on natural beauty, but also on holistic and immersive experiences for tourists,” said Made.
Therefore, Made believes that Indonesia’s participation in this international exhibition provides a strategic platform to promote various leading tourist destinations while strengthening business relationships with tourism industry players from around the world. Furthermore, ITB Asia was attended by more than 13,000 tourism industry professionals, including 1,500 hosted buyers from the leisure, MICE, and corporate travel segments.
The 61-square-meter Wonderful Indonesia booth was the result of a collaboration between the Ministry of Tourism, the Indonesian Embassy in Singapore, and participating tourism industry players. The booth was designed with a minimalist yet attractive concept, showcasing various aspects of Indonesia’s marine wealth, from underwater beauty and marine ecotourism to the diversity of traditional and modern culinary delights that are capable of attracting international tourists.
Furthermore, the wellness services on display combined local wisdom and health traditions with evolving global health trends.
Through this approach, Indonesia aims to convey a comprehensive overview of the variety of tourism products that can meet the increasingly diverse needs and preferences of the market.
A total of 16 national tourism industry players participated in this exhibition, consisting of eight travel agents/tour operators and eight renowned hotels representing various key destinations in Indonesia, specifically the 10 Priority Tourism Destinations and three Regenerative Destinations.
Their presence not only aimed to promote tourism products and packages, but also to expand business networks and open up collaboration opportunities with international buyers and travel agents present at ITB Asia.
Made emphasized the importance of Indonesia’s participation in ITB Asia, especially in the Singapore market. He explained that Singapore is a highly strategic market and serves as the main gateway for international tourists visiting Indonesia.
“With a very diverse tourist profile and high potential, promotions in Singapore are a vital step to increase awareness and interest in visiting Indonesian destinations,” said Made.
By 2025, Indonesia is targeting arrivals of between 1.6 million and 1.8 million tourists from Singapore. This figure makes Singapore a major contributor to the recovery and growth of the national tourism sector.
“Through ITB Asia, we can present authentic Indonesian tourism stories and experiences, from its stunning marine riches and distinctive culinary delights to wellness services that offer physical and mental balance. This will not only boost tourist arrivals but also strengthen Indonesia’s position as an innovative and sustainable tourism destination,” said Made.
Besides serving as a promotional platform, ITB Asia 2025 is also an important platform for strengthening synergies between Indonesian and global tourism industry players. Through various business matching and networking events held during the exhibition, Indonesia strives to facilitate collaborations that can accelerate recovery and encourage the growth of the national tourism sector amidst global challenges.
The Ministry of Tourism invites all stakeholders and the public to continue following developments in Indonesia’s participation in ITB Asia 2025 and support joint efforts to make tourism a key pillar of the national economy.
