ASIATODAY.ID, BEIJING – Indonesia is strengthening its tourism promotion strategy in China with the Wonderful Indonesia Business Matching (WIBM) event in Beijing. The Ministry of Tourism (Kemenpar) has set an ambitious target of attracting 1.22 to 1.35 million Chinese tourists this year.
Deputy Minister for Marketing at Kemenpar, Ni Made Ayu Marthini, said the event follows the success of WIBM Seoul, held on September 8, 2025. The Beijing edition was organized in close cooperation with the Indonesian Embassy in Beijing and the Indonesia Chamber of Commerce in China (INACHAM), aiming to reinforce Indonesia’s position as a leading destination for East Asian travelers.
“WIBM represents the real implementation of our Upgrading Tourism program. We want Indonesia’s tourism transformation to be reflected not only domestically but also through global partnerships and networks,” Made stated, September 14, 2025.
China: A Priority Market for Indonesia
China remains one of Indonesia’s priority tourism markets. In 2024, a total of 1,198,582 Chinese visitors traveled to Indonesia, ranking fourth after Malaysia, Singapore, and Australia.
“Reaching 1.3 million Chinese tourists in 2025 is a realistic goal, considering the huge potential of this market,” she added.
At WIBM Beijing, 22 Indonesian tourism industry players participated, including hotel and resort operators, travel agents and tour operators, airlines, and attraction managers. The business-matching sessions generated 12,984 potential pax, which could translate into Rp254.5 billion (US$15.4 million) in foreign exchange, based on the 2024 Average Spending per Arrival (ASPA) of Chinese tourists, which stood at US$1,188.11.
Strengthening Indonesia–China Bilateral Relations
The event coincided with the 75th anniversary of Indonesia–China diplomatic relations, making it a key moment to deepen bilateral cooperation in tourism. It also supports Indonesia’s broader national target of attracting 14.6–16 million international arrivals in 2025.
The WIBM Beijing event also marked the early launch of Kemenpar’s global campaign #GoBeyondOrdinary, which invites global travelers to not only enjoy Indonesia’s natural beauty but also immerse themselves in its culture, cuisine, hospitality, and sustainable tourism experiences.
“We want visitors to not only travel, but also to interact and gain authentic experiences in every corner of Indonesia,” Made emphasized.
Driving Tourism Investment from China
Deputy Minister for Industry and Investment, Rizki Handayani, highlighted that alongside WIBM, Indonesia also hosted a Tourism Investment Meeting to attract more foreign direct investment from China into the tourism sector.
In 2024, China was Indonesia’s largest source of foreign investment in tourism, with a value of Rp540 billion. This year, the projects offered go beyond hospitality, covering destination development, as well as health and wellness tourism.
“By presenting ready-to-collaborate projects, we expect the meeting to generate not only interest but also concrete business agreements that will drive tourism investment flows into Indonesia,” Rizki said. (AT Network)
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