The Ministry of Tourism and Creative Economy of Indonesia has celebrated a landmark year for its Wonderful Indonesia Co-Branding initiative in 2024, showcasing a kaleidoscope of achievements that underscore the program’s critical role in promoting the nation’s tourism and creative economy on the global stage. This year’s efforts have been nothing short of revolutionary, from record-breaking partnerships to impactful activations.

A Record-Breaking Year of Collaboration

In 2024, the Wonderful Indonesia Co-Branding initiative experienced unparalleled growth, with an extraordinary 217 official partners—a sharp increase from 108 in 2023. This growth highlights the program’s appeal to local, national, and international brands spanning diverse industries.

Since its inception in 2017, the co-branding partnership has evolved from merely promoting the Wonderful Indonesia logo to incorporating comprehensive advocacy, experiential activities, and exhibition initiatives. The result? A dynamic platform that supports brands in their marketing endeavours while amplifying Indonesia’s tourism and creative sectors.

“This milestone showcases the strategic importance of the co-branding partnership in attracting high-caliber brands,” remarked Ni Made Ayu Marthini, Deputy for Marketing at the Ministry of Tourism and Creative Economy. “The diversity and quality of our partners are key to achieving our national tourism goals.”

Impactful Activations Across the Nation

Throughout 2024, the Wonderful Indonesia Co-Branding program launched an array of innovative activations that captured the public’s imagination and fueled tourism growth. Signature events included:

• Wonderful Indonesia Berkah
• School Break Activation in four major cities
• Pesona Promo Merdeka
• Pesona Indonesia Punya Kuis
• Road to Mandalika
• The 11.11 activations

These programs were complemented by initiatives spearheaded directly by the co-branding partners, leveraging online and offline platforms. These activities’ broad reach and diversity ensured audience engagement across various demographics.

Empowering SMEs and Driving the Economy

A cornerstone of the Wonderful Indonesia Co-Branding initiative is its dedication to empowering small and medium-sized enterprises (SMEs). By integrating SMEs into the tourism ecosystem, the program elevates local businesses and contributes significantly to the national economy. This collaborative effort has enabled SMEs to showcase their products and services to a global audience, fostering sustainable growth and innovation.

The 2024 Wonderful Indonesia Co-Branding Forum (WICF) hosted two sessions that provided invaluable networking opportunities for existing and prospective partners. These forums served as a launchpad for new collaborations and strengthened existing relationships, further cementing Indonesia’s reputation as a premier tourism destination.

A Commitment to Sustainability

This year marked a renewed focus on sustainability, with the co-branding partnership emphasizing green tourism practices. Collaborative efforts promoted eco-friendly initiatives that align with global standards, ensuring that Indonesia’s natural and cultural heritage is preserved for future generations. These initiatives reflect the Ministry’s commitment to sustainable development and responsible tourism.

Recognizing Excellence: The 2024 Wonderful Indonesia Co-Branding Awards

Capping off the year’s achievements, the Wonderful Indonesia Co-Branding Awards (WICA) was held on November 29 in Jakarta. The event honoured partners for their exceptional contributions across four categories, celebrating their active participation and innovation. This prestigious recognition further motivates partners to drive excellence in tourism and creative economy initiatives.

Looking Ahead to 2025

As the program sets its sights on 2025, the Ministry aims to increase the number of partners and elevate the quality of collaborations.

“We are committed to expanding our reach and enhancing the impact of our initiatives. Our focus remains on boosting foreign tourist arrivals, increasing domestic spending, and fostering meaningful partnerships,” said Marthini. She thanked all partners, recognizing their pivotal role in advancing Indonesia’s tourism sector and creative economy.

The Ministry’s forward-looking approach ensures that Wonderful Indonesia will continue to be a beacon of innovation, collaboration, and sustainability in global tourism.

A Model for Global Tourism Strategies

The Wonderful Indonesia Co-Branding initiative exemplifies how strategic partnerships can transform a nation’s tourism and creative economy. By blending innovation with tradition, the program strengthens Indonesia’s brand and sets a global benchmark for excellence.

For more information on Wonderful Indonesia’s initiatives, visit www.indonesia.travel.

 

 

 

Written by: Octavia Koo

 

 

 

 

 

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