INDUSTRY.co.id - Jakarta, Seoul is again an important stage for the promotion of Indonesian tourism. In the Seoul International Travel Fair (SITF) 2026 event which took place on June 4-7, the Wonderful Indonesia Pavilion managed to steal the spotlight and won the "Best Booth Design" award, outperforming dozens of participants from various countries who took part in one of the largest tourism exhibitions in East Asia.
This year, SITF was followed by 41 countries and attracted more than 400,000 visitors. In the midst of intense competition, Indonesia came up with a strong visual concept through the “Go Beyond Ordinary” campaign, showcasing the richness of destinations and superior tourist experiences that are the main attraction for the South Korean market.
Deputy for Marketing of the Ministry of Tourism, Ni Made Ayu Marthini, considered the award to be a strategic momentum to further strengthen Indonesia's position in the South Korean market which continues to show positive growth.
“In 2025, South Korean tourist visits to Indonesia reached 496,862 visits, an increase of 13.97 percent compared to the previous year. This positive trend also continued in April 2026 which grew 16.75 percent compared to the previous month," said Ni Made.
Through participation in SITF 2026, Indonesia collaborated with eight tourism industry players representing a number of leading destinations, ranging from Batam, Bali, Lombok, Labuan Bajo, Flores, North Sulawesi, to East Nusa Tenggara. Various tourism products are introduced to visitors, especially those with strong attraction for South Korean tourists such as wellness tourism, luxury tourism, marine tourism, and gastronomic tourism.
According to Ni Made, Bali is still a major magnet for South Korean tourists. However, interest in other destinations such as Labuan Bajo and Manado also continues to increase along with the growing trend of experience-based tourism and natural beauty.
The enthusiasm of visitors was seen throughout the exhibition. The design of the Wonderful Indonesia Pavilion that elevates the cultural identity of the archipelago in a modern and attractive manner is one of the factors that drives Indonesia's success in winning the prestigious award.
In addition to displaying destination information, Indonesia also presents Coffee Corner which is a separate magnet for visitors. Various Indonesian specialty coffees such as Gayo Coffee, Toraja Coffee, and Mandailing Coffee are served to introduce the richness of Indonesian flavors while strengthening the cultural experience offered to the international market.
Not only focusing on direct promotion to consumers, SITF 2026 also opens a business collaboration space through the travel mart (B2B) agenda. This forum brings together Indonesian and South Korean tourism industry players to explore cooperation opportunities, expand marketing networks, and develop the tourism markets of both countries.
From the entire series of activities, Indonesia recorded a potential tourist visit of 4,970 people with an estimated transaction potential value of Rp144 billion, an achievement that shows the high interest of the South Korean market towards Indonesia's leading destinations.
“South Korea is one of the priority markets for Indonesian tourism. Through participation in SITF 2026, we continue to promote various superior tourism products, ranging from marine tourism, wellness, luxury, to gastronomy. This Best Booth Design award further strengthens Indonesia's image as a world-class tourism destination in the South Korean market," said Ni Made.
Indonesia's participation in SITF 2026 is expected to not only strengthen Wonderful Indonesia's branding in South Korea, but also expand tourism industry partnerships between the two countries and encourage an increase in South Korean tourist visits to various leading destinations in the country. These efforts are an important part of supporting the sustainable growth of the national tourism sector.
