Indonesia’s vibrant landscapes, cultural treasures, and island escapes are set to reach an even wider global audience thanks to a new co-branding partnership between the Ministry of Tourism and VFS Global, the world’s largest outsourcing and technology services specialist for governments and diplomatic missions.
On August 13, 2025, the Ministry of Tourism, Republic of Indonesia, and VFS Global formalised the agreement in Jakarta, with Ni Made Ayu Marthini, Deputy Minister for Marketing, representing the Ministry, and Kaushik Ghosh, Head – Australasia, signing on behalf of VFS Global. The collaboration is designed to expand the global reach of the “Wonderful Indonesia” campaign, boost international arrivals, and attract greater investment into the country’s tourism ecosystem.
At the signing, Ni Made Ayu Marthini said: “We are excited to join forces with VFS Global in strengthening the Wonderful Indonesia campaign on the global stage. Through this agreement, we will amplify our tourism message and leverage VFS Global’s extensive presence in over 160 countries, combined with innovative outreach, to inspire more travellers to experience the beauty and diversity of Indonesia.”
VFS Global brings significant expertise to the table. Since 2024, it has partnered with Indonesia’s Directorate General of Immigration to operate the e-Visa on Arrival (e-VoA) platform for nationals from 97 eligible countries, offering a seamless online visa application process. This integration supports the government’s Tourism 5.0 vision, which emphasises the role of technology and AI in creating smarter, more effective tourism marketing.
Kaushik Ghosh, Head – Australasia at VFS Global, added: “We are honoured to collaborate with the Ministry of Tourism to strengthen global awareness of Indonesia’s vibrant tourism offerings. With over 16 years of experience in destination promotion, we are confident that this partnership, combined with initiatives like the e-VoA, will make travel to Indonesia both seamless and inspiring.”
The timing of the partnership is strategic. Indonesia welcomed 13.9 million international tourists in 2024 — a 19% rise over the previous year and the highest in five years. Building on this momentum, the Ministry has set ambitious targets for 2025, expecting between 14.6 and 16 million foreign visitors. Key source markets include the United States, which sent 390,000 travellers in 2024, alongside India, China, Australia, South Korea, Japan, the Middle East, and Europe.
Since March 2023, VFS Global has supported Indonesia’s tourism outreach through promotional kiosks in its offices in Dubai, Mumbai, and Shanghai, with a new outlet set to open in Australia. These hubs showcase Indonesian destinations directly to travellers, travel agents, and potential investors in high-growth markets.
For Indonesia, the partnership represents more than marketing muscle — it’s a bridge to position the archipelago as a world-class destination, blending its natural beauty with improved accessibility and cutting-edge digital services. For VFS Global, it’s another milestone in a growing tourism services portfolio that now spans 25 destinations worldwide, supporting governments with destination representation, outsourced tourism office management, and trade support services.
As Indonesia looks to its next chapter in global tourism, this partnership signals a renewed commitment to not only attract more visitors but also to redefine how the world experiences “Wonderful Indonesia” — seamlessly, securely, and with a story that resonates across cultures.
