Indonesia Strengthens Focus on Indian Tourism Market with Wonderful Indonesia Showcase at OTM Mumbai
Indonesia is reinforcing its presence in the Indian outbound travel market through a series of targeted promotional initiatives under its Wonderful Indonesia tourism campaign, led by the Ministry of Tourism of the Republic of Indonesia.
The effort includes a dedicated sales mission in Chennai on February 3, followed by participation in the Outbound Travel Mart (OTM), one of India’s largest B2B travel trade shows, held from February 5 to 7 at the Jio World Convention Centre in Mumbai.
According to Ni Made Ayu Marthini, Deputy for Marketing at Indonesia’s Ministry of Tourism, the country is showcasing 30 Indonesian tourism stakeholders at OTM 2026, representing a broad range of tourism segments. These include 20 destination management companies (DMCs), five travel agents, two hotels, two restaurants, and one tourist attraction.
“This year, we are targeting potential transactions valued at IDR 48 billion, along with an estimated 40,000 tourist arrivals from India,” Marthini said.
Indonesia’s renewed engagement with the Indian market builds on previous participation at major travel trade events. The ministry last took part in OTM 2024, which generated approximately IDR 40.7 billion in potential transactions, and continued its outreach in 2025 through SATTE and ITB India.
“We hope to achieve this year’s targets through stronger promotion and closer collaboration with tourism stakeholders,” Marthini added.
The sales mission was held in Chennai in response to the city’s strong outbound travel potential. The metropolitan area is home to a large middle- to upper-income population, high literacy rates, and growing interest in international travel, particularly for leisure, spiritual tourism, wellness travel, and MICE (meetings, incentives, conferences, and exhibitions).
“With more than 11 million residents and increasing purchasing power, Chennai represents a strategic market for Indonesian tourism,” Marthini noted.
Indian visitor numbers to Indonesia continue to show steady growth. In 2025, Indonesia welcomed 734,490 Indian tourists, representing a 3.42 per cent year-on-year increase compared to 710,207 arrivals in 2024.
Emphasizing the market’s importance, Dedi Ahmad Kurnia, Assistant Deputy for International Tourism Marketing I at the Ministry of Tourism, highlighted India’s position among Indonesia’s top source markets.
“Throughout 2024, India ranked sixth among foreign tourist sources to Indonesia, with a total of 710,688 visitors,” Dedi said. “Indonesia’s presence at OTM 2026 is expected to further strengthen the Wonderful Indonesia brand and reinforce the country’s position as a preferred destination for Indian travellers.”
The promotional activities in Chennai and Mumbai were supported by the Indonesian Embassy in New Delhi and the Indonesian Consulate General in Mumbai, reflecting a coordinated government approach to tourism promotion and partnership-building with Indian travel industry stakeholders.