VFS Global joins hands with Indonesia to boost Wonderful Indonesia campaign

VFS Global has signed a co-branding agreement with the Ministry of Tourism, Republic of Indonesia, to amplify the reach of the Wonderful Indonesia campaign. The collaboration is designed to increase international arrivals, enhance marketing efforts and encourage global investments into Indonesia’s tourism sector.

The agreement was formalised in Jakarta on 13 August 2025 between Ni Made Ayu Marthini, Deputy Minister for Marketing, Ministry of Tourism, and Kaushik Ghosh, Head – Australasia, VFS Global.

Kaushik Ghosh, Head - Australasia, VFS Global, said, "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 artificial intelligence (AI) to improve marketing effectiveness and reach of tourist destinations."

Indonesia’s tourism sector has seen robust growth, welcoming 13.9 million international visitors in 2024, a 19 per cent rise from the previous year and the highest in five years. For 2025, the country has set its sights on 14.6–16 million arrivals. India emerged as a key source market, contributing over 710,000 visitors in 2024, with projections of nearly 920,000 in 2025.

Ni Made Ayu Marthini, Deputy Minister for Marketing, Ministry of Tourism, Republic of Indonesia, said, “We are excited to join forces with VFS Global in strengthening the Wonderful Indonesia campaign on the global stage. 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.”

VFS Global has been collaborating with Indonesia’s Ministry of Tourism since 2023, establishing promotional kiosks in Dubai, Mumbai, and Shanghai, with Australia next in line. Alongside its core visa services, the company’s Tourism Services Unit has worked with more than 25 destinations over 16 years, supporting governments with marketing, trade representation, and destination promotion.

With this partnership, Indonesia aims to expand its visibility across major markets and strengthen its position as one of the world’s most diverse tourism destinations.