Indonesia launches ‘Go Beyond Ordinary’ campaign to attract Australian tourists

Indonesia's Ministry of Tourism has launched the ‘Go Beyond Ordinary’ campaign in Sydney and Melbourne to attract more Australian travelers to destinations outside of Bali and Jakarta. The sales mission, held in early August 2026, aimed to connect Indonesian tourism businesses with Australian travel industry players to expand tour packages and commercial opportunities.

Deputy for Marketing Ni Made Ayu Marthini stated the initiative focuses on high-quality experiences, including nature, culture, marine, culinary, and wellness tourism. The strategy seeks to increase the duration of stays, boost visitor spending, and distribute economic benefits more broadly across Indonesian regions.

Australia is Indonesia's second-largest source of international tourists, with 1,754,791 visits recorded in 2025. For 2026, the Ministry has set a target of 2.23 million Australian arrivals. The sales missions, supported by partners such as Garuda Indonesia and Melbourne Airport, generated potential visits from 3,050 tourists, with estimated foreign exchange earnings of US$4.4 million.