The Ministry of Tourism of the Republic of Indonesia, in collaboration with the Indonesia Tourism Promotion Alliance (Aliansi Promosi Pariwisata Indonesia/APPI), is strengthening Indonesia’s presence in the United Kingdom through its Wonderful Indonesia UK Sales Mission 2026, taking place in Glasgow on 27 October and Manchester on 29 October, followed by participation in World Travel Market (WTM) London 2026.
Marking Indonesia’s first dedicated Wonderful Indonesia UK Sales Mission since 2019, the initiative represents a significant step in rebuilding business relationships, reconnecting with established travel trade partners, and developing new commercial opportunities in one of Indonesia’s important international source markets.
The programme brings together 10 Indonesian tourism industry representatives, including hotels, tour operators and tourism attractions, to engage directly with UK travel professionals. Each Wonderful Indonesia UK Sales Mission is expected to welcome more than 40 prospective buyers, providing a focused platform for business-to-business meetings, destination updates, product presentations and partnership development.
Following the Glasgow and Manchester engagements, the Indonesian delegation will participate in WTM London 2026, one of the leading global travel trade exhibitions, to further expand Indonesia’s visibility among travel buyers, tour operators, travel advisers and tourism stakeholders from the UK and international markets.
“Through our strong collaboration with the Indonesia Tourism Promotion Alliance (APPI), the Wonderful Indonesia UK Sales Mission serves as a strategic business platform to strengthen Indonesia’s tourism market penetration in the United Kingdom ahead of the country’s participation in WTM London 2026. By embracing the #GoBeyondOrdinary theme, we aim to showcase Indonesia’s diverse tourism offerings, with a focus on marine tourism, gastronomy, wellness tourism, traditional Indonesian textiles (wastra Nusantara), and Muslim-friendly tourism across 10 Priority Tourism Destinations and three Regenerative Tourism Destinations. This initiative is further supported by the development of sustainable travel packages designed to deliver authentic and meaningful travel experiences,” said Mr. Indera Dewantho, Assistant Deputy for International Tourism Marketing III, Deputy for Marketing, Ministry of Tourism of the Republic of Indonesia.
Rebuilding Partnerships and Unlocking New Opportunities
The Wonderful Indonesia UK Sales Mission reflects Indonesia’s commitment to maintaining a strong presence in the British travel market while adapting to evolving traveller preferences and the growing demand for distinctive, experience-led holidays.
Beyond reconnecting with long-standing partners, the initiative aims to introduce new Indonesian tourism products and destinations, encourage wider distribution through UK travel networks, and strengthen commercial cooperation between Indonesian suppliers and British travel businesses.
The participation of 10 Indonesian tourism industry representatives creates opportunities to promote a broad range of travel experiences, from Bali’s established resort and cultural offerings to Indonesia’s diverse natural landscapes, heritage, wellness experiences and emerging destinations.
The initiative also supports Indonesia’s ambition to attract higher-value international visitors and encourage travellers to explore beyond familiar destinations, contributing to more diversified tourism growth across the archipelago.
Through renewed engagement with the UK travel trade, the organisers aim to achieve 7–10% growth in UK visitor arrivals to Indonesia in 2027 compared with 2026, supported by stronger trade partnerships, increased destination awareness and improved access to Indonesian tourism products.
The United Kingdom: An Important Market for Indonesian Tourism
The United Kingdom remains a strategically important market for Indonesia, with travellers seeking a combination of cultural discovery, natural beauty, relaxation, adventure and immersive local experiences.
Bali continues to be a major draw for British holidaymakers, while the wider Indonesian archipelago offers opportunities to extend itineraries through destinations featuring heritage, wildlife, marine tourism, wellness and sustainable travel experiences.
According to Indonesia’s tourism performance data published by Statistics Indonesia (BPS), the country welcomed 274,693 visitors from the United Kingdom between January and August 2026, representing a 4.17% decrease compared with the same period in 2025. In August alone, UK arrivals reached 44,404, up 1.22% year-on-year.
Although the year-to-date figure indicates that there is room to recover and accelerate growth, the positive August result offers an encouraging signal for renewed market engagement. The figures also reinforce the importance of maintaining direct relationships with travel trade partners and providing timely product information to help convert consumer interest into bookings.
Indonesia’s UK market strategy is therefore focused not only on generating immediate business leads but also on developing sustainable, long-term partnerships that can support stronger visitor performance in 2027 and beyond.
Industry Voices: Renewed Engagement with the Indonesian Tourism Sector
The return of Wonderful Indonesia Sales Mission to the UK has been welcomed by travel industry professionals, who see direct engagement as an important way to strengthen destination knowledge and maintain commercial momentum.
“It’s great to see Indonesian Tourism being more proactive!” said Ms. Julie Murray, Product Manager – Asia at Elegant Resort Tours, Glasgow, reflecting the value of direct destination engagement and updated information for the UK travel trade.
For travel advisers, access to current destination information and direct industry contacts can help strengthen their ability to recommend Indonesia to clients.
“UK travellers see Bali as one of the top destinations for holidays and getaways in Asia. Having Indonesia Tourism visit the UK is a great opportunity to get the latest updates from Indonesia,” said Ms. Karen Moore of Travel Counsellors, based in Manchester.
The comments highlight the value of bringing Indonesian tourism suppliers directly to the markets they serve. Face-to-face engagement enables travel professionals to deepen their destination knowledge, discover new products, clarify travel experiences and build the confidence needed to recommend Indonesia to their customers.
Strengthening Indonesia’s Global Tourism Promotion
Commenting on the initiative, Mr Gufron, CHA, Head of Committee of APPI, said: “The Wonderful Indonesia UK Sales Mission 2026 is an important milestone in strengthening Indonesia’s engagement with the British travel trade. Returning to the UK for our first dedicated sales mission since 2019 demonstrates our commitment to maintaining this important market and building stronger, more productive relationships with our partners”. Mr Ida Bagus Kharisma Wijaya, Head of Committee of APPI, added: “Direct engagement with international travel partners remains essential to the long-term development of Indonesia’s tourism industry. Glasgow and Manchester offer valuable opportunities to reconnect with existing partners while establishing new relationships with travel professionals who can help introduce Indonesia to a wider audience”.
Looking Ahead: Converting Engagement into Growth
The Wonderful Indonesia UK Sales Mission 2026 forms part of a broader effort to strengthen Indonesia’s international tourism promotion through collaboration between government, industry associations and private-sector tourism businesses.
The Glasgow and Manchester programmes are designed to establish a strong foundation for future business, while WTM London provides an additional opportunity to expand the Indonesian delegation’s reach and engage with a wider international travel trade audience.
The success of the initiative will ultimately be measured by its ability to translate meetings and introductions into tangible commercial outcomes, including new distribution partnerships, expanded tourism product sales, increased destination visibility and stronger visitor arrivals.
With a target of 7–10% growth in UK arrivals in 2027, Indonesia is positioning the Wonderful Indonesia UK Sales Mission as more than a promotional roadshow: it is a strategic investment in market relationships, business development and the long-term competitiveness of Indonesian tourism.
As Indonesia reconnects with the British travel trade, the message is clear: the country offers far more than a single destination. From Bali’s renowned hospitality and cultural heritage to the extraordinary diversity of the wider archipelago, Indonesia invites UK travellers to discover new experiences, explore further and return for more.
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