Indonesia should, by any measure, stand among the world’s great tourism powers. We have the landscapes, the oceans, the volcanoes, and the biodiversity. Yet our greatest asset—perhaps the one least understood by global travelers—is our cultural depth, an intangible richness capable of transforming travel into something far more meaningful: a total experience.

In an era when global tourism is increasingly defined by experiences rather than destinations, Indonesia holds a rare competitive advantage. We do not need to invent stories, fabricate attractions, or stage cultural performances. Our heritage is alive—practiced daily in villages, kitchens, workshops, and communal spaces across the archipelago. This is precisely where Indonesia’s next tourism revolution must begin.

Beyond Postcard Tourism

For decades, Indonesian tourism has relied on what the world already knows: beaches, sunshine, and Bali. But the global market is shifting. Travelers today seek authenticity, substance, and connection. They want to learn, to taste, to feel, to heal.

Indonesia can offer all of this—not as a performance, but as a way of life.

With more than 1,300 ethnic groups, Indonesia is one of the most culturally diverse nations on Earth. Yet this immense diversity remains under-leveraged in our national tourism strategy. This gap is not just a missed opportunity—it is an economic oversight.

Culinary Identity: The Gateway to Culture

Global gourmet and culinary tourism is booming. Travelers no longer want only to eat; they want to understand the story behind every dish—the ingredients, the history, the rituals.

Indonesia’s culinary tradition—6,000 recorded dishes spread across islands and micro-cultures—should position us as a world culinary capital. The culinary sector already contributes over 41% of Indonesia’s creative economy GDP, yet our cuisine remains under-promoted globally.

A strategic, coordinated effort to promote Indonesian food—on par with how we promote beaches—would reshape global perception almost instantly. Culinary identity is not just taste; it is diplomacy, branding, and cultural storytelling.

Wastra: The Beauty We Wear, the Story We Tell

Wastra Nusantara, our textile heritage, is not merely decorative art. It is identity.

Batik patterns encode philosophy and geography. Ikat weaves express lineage and community memory. Songket reflects prosperity, craftsmanship, and royal symbolism.

Every fabric represents centuries of knowledge, rituals, and craftsmanship. More importantly, the wastra ecosystem sustains over 3.8 million workers, most of them women. Elevating wastra heritage is therefore not just cultural advocacy—it is women’s economic empowerment.

Indonesia should champion its textiles the way France champions couture or Japan champions kimono. Wastra is our living luxury brand.

Wellness as Heritage

The global wellness tourism market has surpassed USD 650 billion, driven by travelers seeking natural, holistic, and culturally grounded healing.

Indonesia is naturally positioned to lead.

Long before “wellness” became a lifestyle industry, Indonesian communities practiced jamu, herbal medicine, therapeutic massage, breathwork, and spiritual alignment. From Maluku’s spice forests to Java’s herbal gardens, Indonesia possesses the biodiversity, ancestral wisdom, and narrative authenticity needed to become a global wellness destination.

This sector is not a trend. It is a return to our roots—and a powerful economic frontier.

A Tourism Strategy Rooted in Identity

Indonesia’s competitive advantage does not lie in copying others. It lies in elevating what we already have:

• Our traditions
• Our arts
• Our rituals
• Our cuisine
• Our knowledge systems

A tourism model grounded in cultural identity attracts higher-spending, longer-staying travelers while uplifting local communities. It creates an economy in which culture is not just preserved—but valued, renewed, and scaled.

Where Indonesia Must Go

1. Shift from Volume to Value
Move beyond mass tourism and pursue a value-driven model that emphasizes quality, cultural immersion, and sustainability.

2. Invest in Cultural Infrastructure
Museums, culinary schools, craft centers, cultural villages, and creative hubs must become the backbone of experience-based tourism.

3. Empower Local Communities
Tourism must place communities at the center—turning artisans, farmers, cooks, and cultural keepers into key stakeholders and beneficiaries.

Indonesia Is Not a Destination—It Is a Journey

Travelers today want to feel the world, not just see it. And Indonesia, more than any other nation, has the living heritage to offer that feeling in its purest and most authentic form.

The future of Indonesian tourism is not built on postcard moments. It is built on stories, rituals, flavors, textures, wisdom, and connection.

When travel becomes a total experience, Indonesia becomes unforgettable.

Author: Teguh Anantawikrama, Founder and Chairman of the Indonesian Tourism Investor Club and Vice Chairman of the Indonesian Chamber of Commerce.