Indonesia’s minister of tourism has called on travel companies to develop high-value, niche itineraries to meet current travel demand, as the Ministry of Tourism released a series of official travel guides aimed at supporting product development by travel agents.
The guides are intended to help agents design specialised itineraries and include Wisata Rasa Bumi Pasundan, a gastronomic roadmap for West Java; Indonesia Gourmet Guide, a curated directory of 120 restaurants in Jakarta and Bali; Wellness Journey Across the Java Wonders, which highlights Yogyakarta and Surakarta as holistic health destinations; and the Wonderful Indonesia Diving Directory, covering dive sites in eastern Indonesia with safety information and locations of hyperbaric chambers.
Speaking to members of the Association of the Indonesian Tours and Travel Agencies (ASITA) at the association’s 55th anniversary celebration in Jakarta last week, tourism minister Widiyanti Putri Wardhana said the focus of tourism development must move beyond volume.
“The future of Indonesian tourism is not just about chasing numbers. We are strengthening the quality of the visitor experience and ensuring the industry remains sustainable for generations to come,” she said.
Widiyanti said ASITA members were expected to actively socialise and use the guides in developing high-value, niche itineraries. She also called for stronger professional integrity across the industry, noting that sustainable growth depended on a licensed and orderly business ecosystem. She urged ASITA to ensure all partners were officially registered and compliant with current ministerial regulations, which are designed to protect international visitors and safeguard Indonesia’s tourism credibility.
Safety and innovation were highlighted as priorities for the coming year, with the ministry planning to roll out a nationwide safety initiative, including specialised training for travel agents. Widiyanti added that to remain competitive, ASITA members must adjust their marketing strategies to target six pillars of modern travel: cultural immersion, eco-friendly tourism, nature and culture, culinary, wellness and bleisure.
ASITA chairman Nunung Rusmiati stated the 55th anniversary marked a moment of reflection and reaffirmation of the association’s direction.
“At the age of 55, ASITA is committed to being a mature and respected association, upholding the dignity of the Indonesian travel industry, and making a real contribution to realising quality and sustainable tourism towards Golden Indonesia,” she said.
She noted the association had taken steps to strengthen professionalism through service standards and business ethics, reinforce tourist safety and protection, apply sustainable tourism principles, support members and the wider business ecosystem, and strengthen collaboration with central and regional governments.
“Through this series of strategic steps, ASITA affirms our position as a strategic partner of the government and tourism stakeholders in building a quality, sustainable, and globally competitive Indonesian tourism ecosystem,” she added.
As part of the anniversary celebrations, ASITA also signed a memorandum of understanding with Messe Berlin (Singapore) to form a host collaboration for Travel Meet Asia 2026. Budijanto Ardiansjah, secretary general of DPP ASITA and chairman of the ASITA Fair Executive Committee, said the partnership was expected to strengthen international promotion and support the development of tourism events and exhibitions.
He shared: “This collaboration is expected to strengthen the promotion of Indonesian tourism at the international level, increase global market access for Indonesian tourism industry players, and support the development of quality and sustainable tourism events and exhibitions.”
