There are partnerships, and then there are strategic embraces. Indonesia’s Ministry of Tourism has just opted for the latter, clasping hands with VFS Global in a move designed to give the Wonderful Indonesia campaign a global megaphone and, perhaps, a shiny new passport stamp or ten million.
The pact was inked in Jakarta on 13 August 2025, a city that never misses a chance to throw its weight behind national pride, with the signatures of Ni Made Ayu Marthini, Deputy Minister for Marketing, and Kaushik Ghosh, Head of Australasia for VFS Global. One could almost sense Garuda himself soaring approvingly over the capital.
A marriage of marketing and mobility
If you thought VFS Global was just about visas, think again. Yes, they can shuffle paperwork like a Balinese gamelan player rattling off rhythms, but this agreement thrusts them into a broader stage: branding Indonesia itself.
“We are excited to join forces with VFS Global in strengthening the Wonderful Indonesia campaign on the global stage,” said Ni Made. “Through this co-branding 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.”
In other words, why settle for being one of the world’s favourite holiday spots when you can market yourself into everyone’s daydreams?
The visa shuffle is simplified.
Ni Made Ayu Marthini, Deputy Minister for Marketing, Ministry of Tourism of the Republic of Indonesia (right), along with Mr. Kaushik Ghosh, Head – Australasia, VFS Global (left), at the co-branding agreement signing ceremony on 13 August 2025 in Jakarta.
VFS Global has been Indonesia’s backstage partner since 2024, when they launched the e-Visa on Arrival (e-VoA) platform for citizens of 97 eligible nations. Gone are the days of fumbling with paperwork while your taxi meter runs outside. With a few clicks, travellers can now arrive ready for beaches, temples and a generous dose of sambal.
As Kaushik Ghosh put it, with the sort of polished assurance you’d expect from someone whose company processes millions of travel documents:
“We are honoured to collaborate with the Ministry of Tourism to strengthen global awareness of the country’s vibrant tourism offerings. With over 16 years of experience in tourism-related services, VFS Global brings proven expertise in promoting destinations to a global audience. Through the promotion of the e-Visa on Arrival, we aim to make travel to Indonesia more seamless, aligning with the Ministry’s Tourism 5.0 vision to harness innovation such as AI to improve marketing effectiveness and reach of tourist destinations.”
That’s corporate for: we’ll get you in faster and sell Indonesia better while we’re at it.
Numbers that tell a story
Indonesia’s tourism bounce-back is as lively as a Kuta nightclub. The country welcomed 13.9 million international tourists in 2024, up 19% from the year before and the strongest figure in half a decade. With momentum like that, officials expect to hit 14.6 to 16 million visitors in 2025.
And here’s where the Aussies come in. 1.67 million Australians hopped over in 2024, accounting for 12% of Indonesia’s foreign tourist market. In early 2025, we were leading the charge into Bali. No surprises there for many Australians, Bali is less “holiday destination” and more “northern suburb with cheaper cocktails.”
Kiosks, kiosks everywhere
Beyond visas, VFS Global is building tourism kiosks like the new Starbucks. Offices in Dubai, Mumbai, and Shanghai already boast of them, with an Australian edition on the way. These booths are effectively mini-embassies for the Wonderful Indonesia brand, offering travel inspiration along with the odd reminder that yes, there are islands beyond Bali.
With 16 years in tourism services and a resume featuring more than 25 destinations, VFS Global’s Tourism Services Unit is flexing its muscles. Destination representation, trade support, promotional blitzes, the kind of background work most travellers never see, but which fuels the glossy ads that make us dream of hammocks and coral reefs.
Why this matters
South-East Asia’s tourism race is hot. Thailand is staging a renaissance, Vietnam is polishing its coastline, and Japan never seems to stop reinventing itself. Indonesia knows the competition is fierce. By linking arms with a company already embedded in visa processing and destination promotion worldwide, the country is buying more than marketing muscle; it’s buying global credibility and reach.
For travellers, it means Indonesia stays visible, accessible, and hassle-free. For the tourism industry, it means sharper positioning against neighbours with equally seductive charms.
The road ahead
As Indonesia charges towards record-breaking arrivals, one thing is clear: this partnership isn’t just paperwork. It’s a statement of intent. With VFS Global pushing Wonderful Indonesia across its global network, expect the archipelago’s name to echo louder in travel fairs, trade shows and digital ads from Sydney to São Paulo.
And if the Aussies needed another excuse to board the next flight to Denpasar, consider this partnership their engraved invitation. After all, the sunsets are free in Indonesia, the smiles are warm, and now, thanks to some paperwork wizardry, the welcome mat is smoother than ever.
