“Wonderful Indonesia” to join berlin Tourism Bourse

1 min readUpdated May 24, 2025Mar 8, 201611:26 PM

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Indonesia will participate in Berlin Internationale Tourism Bourse (ITB Berlin) in Germany, March 9-13, 2016.

The Indonesian delegation to the ITB Berlin would be headed by Tourism Minister Arief Yahya, Nia Niscaya of the tourism ministry told Antara on Sunday.

Indonesias pavilion themed “Wonderful Indonesia” will feature a Phinisi traditional boat of South Sulawesi.

Some 100 travel operators will join the Indonesian delegation to promote the countrys tourist destinations and offer various tour packages to buyers from all over the world.

“The point is to market tourist destinations from Sabang (Aceh) to Merauke (Papua),” Nia Niscaya said.

The ITB Berlin is expected to attract 10 thousand participants from 185 countries as well as at least 23 thousand visitors.

In 2015, Indonesias delegation consisting of 88 travel agents, recorded business transactions worth Rp4.8 trillion in the ITB Berlin.

This year, Indonesia expects to generate an increase of some 20 percent from last years value, as 850 qualified top buyers have confirmed their participation in the ITB Berlin.

The Indonesian government hopes to generate foreign exchange amounting to Rp172 trillion from 12 million foreign tourist arrivals and Rp223.6 trillion from 260 million domestic tourists this year.

The country has also set a target of receiving 20 million foreign tourists by 2019.

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What this means

Indonesia's aggressive tourism promotion at ITB Berlin demonstrates a clear, strategic push for foreign exchange and tourist arrivals. While the Rp4.8 trillion transaction value in 2015 and 20% growth target are ambitious, the increased delegation and confirmed buyer participation suggest a focused effort. Unlike retailers such as Miniso opening single concept stores or Panpuri planning multi-store regional expansions, this is a national-level branding exercise. The government's explicit target of 12 million foreign tourists and Rp172 trillion foreign exchange for the year puts direct pressure on competing national destinations in Asia. The risk lies in converting initial interest into sustained bookings, given the competitive market. We should monitor the actual foreign tourist arrival figures for 2016 to gauge the immediate success of this marketing drive.

Minjun Park · Retail News Asia newsroom

Questions & Answers

Who will lead the Indonesian delegation at the ITB Berlin event?

The Indonesian delegation to ITB Berlin will be headed by Tourism Minister Arief Yahya. Nia Niscaya of the tourism ministry also confirmed Indonesia's participation in the event to Antara on Sunday.

What is the financial target for foreign exchange from tourism set by the Indonesian government for this year?

The Indonesian government hopes to generate foreign exchange amounting to Rp172 trillion from 12 million foreign tourist arrivals this year. This is a key part of their broader tourism strategy.

What business transaction value did Indonesia achieve at the ITB Berlin in 2015?

In 2015, Indonesia's delegation, which included 88 travel agents, recorded business transactions worth Rp4.8 trillion at the ITB Berlin. This provides a baseline for their current expectations.

What is the expected increase in business transactions for Indonesia at this year's ITB Berlin?

Indonesia expects to generate an increase of some 20 percent from last year’s transaction value at this year's ITB Berlin. This projection is supported by the confirmation of 850 qualified top buyers.

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