The Indonesian government has announced a shift to the concept of regenerative tourism in response to the issues caused by mass flows of travelers to Bali and other popular destinations. This approach prioritizes not just minimizing damage to nature and culture, but also restoring them and supporting local communities.
“We want to promote Indonesia’s unique advantages — cultural diversity, natural beauty, and quality service, with a special focus on regenerative tourism,” said Ni Made Ayu Martini, the Deputy Director of Marketing at the Ministry of Tourism.
As part of the new strategy, the #KeepTheWonder campaign has been launched, aiming to encourage tourists not only to care for the environment and cultural heritage but also to make a real contribution to their restoration.
The Ministry of Tourism actively collaborates with international travel agencies, offering support and benefits to those who endorse the principles of regenerative tourism. The Wonderful Indonesia team is already conducting promotional events in Germany and Italy, business meetings in Malaysia, and preparing promotional missions in South Korea, China, India, the UK, and the USA.
In parallel, the government is working on increasing the number of direct flights from key countries and expanding visa-on-arrival options, as well as considering temporary visa-free entry for several priority markets.
In light of recent conflicts on the Thai-Cambodian border, authorities emphasized that Indonesia, including Bali, remains safe for visitors. “Indonesia is a stable and comfortable country for foreign tourists,” Martini noted.
Among the successful examples of regenerative tourism initiatives is the Astungkara Way project in Tabanan, Bali. It offers educational programs and multi-day adventures, including a 10-day “Coast to Coast” route where participants learn about the traditional rural lifestyle and how to restore natural ecosystems.
In addition, the ministry is utilizing school holidays to promote sustainable tourism through the Kampung Main program, implemented in collaboration with 18 Wonderful Indonesia brand partners in Jakarta, Bandung, Yogyakarta, Surabaya, and Bali. The program involves children in understanding rural tourism, participating in traditional games, and learning about waste management. “We aim to show the younger generation a more conscious and harmonious way of living,” explained Firnandi Gufron, Deputy Director of Strategy and Communications.
He noted that the previous perception of agriculture as “dirty work” for the uneducated is gradually being replaced by an interest in gardening and organic farming as modern and profitable endeavors.
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