Voyage into wonderful waters: Exploring Indonesia


With diversity, distinction and a sincere approach to hospitality ingrained in its DNA, Indonesia’s tourism sails are full mast and ready for the billowing winds of development. 

Motivated by a crystalline ambition to further augment the tourism marketing and promotional efforts on a national and international scale, the Ministry of Tourism of the Republic of Indonesia has recently initiated the re-launch of its ‘Wonderful Indonesia’ and ‘Pesona Indonesia’ (the Charm of Indonesia) brand campaigns.

With the wheels already in motion, this official country-wide branding is being used across all destinations of Indonesia in parallel with local destination branding. Minister of Tourism, the Republic of Indonesia, Arief Yahya explained: “For instance, Jakarta may use ‘Enjoy Jakarta’, however, it will be followed by ‘Wonderful Indonesia’.”

Providing  a glimpse into why Indonesia is justified in adorning this ‘Wonderful’ moniker, senior vice president, marketing and communication, Swiss-Belhotel International, Linie Cortez-Palacio synopsized the country’s…

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