Interview with Ni Made Ayu Marthini, Deputy Minister for Marketing, Ministry of Tourism of Indonesia
For years, Bali has defined Indonesia in the eyes of the world, sometimes a little too much. But sit down with Ni Made Ayu Marthini, and that perception quickly starts to shift.
Yet beyond this iconic island lies a country of staggering scale and diversity, stretching across more than 17,000 islands, each with its own identity, rhythm and sense of place.
At Travex 2026 in Cebu, Ni Made Ayu Marthini, Deputy Minister for Marketing at the Indonesian Ministry of Tourism, shared how the country is quietly redefining the way it presents itself to the world shifting away from destination-driven promotion toward something more experiential, more human, and ultimately more meaningful.
Beyond Bali: revealing the archipelago
For decades, Bali has acted as Indonesia’s global tourism ambassador. But today, the strategy is evolving.
Bali will always remain iconic, But Indonesia is much more than one island.”
says Ni Made Ayu Marthini.
The Deputy has identified a network of priority destinations across the archipelago, inviting travelers to explore the diversity of the country.
From the world’s largest volcanic Lake, Toba in Sumatra ( vast, silent, almost hypnotic ) to Borobudur in Central Java, a monument that feels less like a site and more like a spiritual landscape, And as she speaks, Indonesia feels less like a single destination and more like many worlds woven together.
At times, Indonesia feels closer to a continent than a single country, with 17,000 islands, hundreds of ethnic groups and more than 700 languages, every region has its own cultural atmosphere.”
she explains.
Rather than competing with Bali, the strategy is to build on its strength.
Come to Bali first,”
she says with a smile,
and then continue your journey to Lombok, Komodo, Raja Ampat or Lake Toba. Bali becomes your starting point.”
Today, travelers are no longer just looking for places
They’re looking for something they can feel… and remember.
Quality tourism begins with meaningful moments, People want something deeper than just sightseeing.”
Marthini explains.
Indonesia is structuring its tourism offer around several key dimensions: wellness, gastronomy, marine exploration and cultural immersion.
Wellness, in particular, is approached as a way of life rather than a service.
In Indonesia, wellness is about body, mind and spirit.”
In Bali, For instance, visitors are invited into local villages to take part in rituals of gratitude known as Anugerah, yet deeply symbolic gestures of connection to life and nature.
Another example is jamu, a traditional herbal drink made from ingredients such as ginger and turmeric.
Jamu is more than a drink. Our ancestors would prepare it while saying prayers for the person who would receive it.”
she explains.
And this is exactly what resonates with today’s travelers.
Recognized by UNESCO as intangible cultural heritage, jamu is now being rediscovered as part of a broader search for authenticity.
A gastronomy shaped by history and movement
Indonesia’s cuisine tells a story of centuries of movement, trade and encounters.
We have more than 3,000 traditional recipes. Each island has its own way of cooking, its own flavors.”
Marthini says.
Indonesian cuisine is about layers. Flavors build slowly, revealing something far more complex than expected.
Through initiatives such as “Wonderful Indonesia Gastronomy,” the Ministry is encouraging visitors to engage with food beyond the plate. People no longer just want to taste, they want to understand where ingredients come from, who prepares them, and why.
In some places, it’s something you don’t just see but you live it.
At one property in Yogyakarta, guests are invited into a local family’s kitchen, so cooking becomes a conversation.”
And in that moment, tourism shifts from consumption to connection.
Maîa: technology as a guide, not a replacement
Indonesia is introducing MaiA, an AI-powered travel assistant designed to reshape how travelers plan their journeys.
MaiA stands for Meticulous AI Assistant of Indonesia,”
Marthini explains.
The tool allows travelers to design personalized itineraries based on their interests and travel style.
But what stands out is is how it is positioned.
You can simply say: I want to go to Danoo Toba with my family. This is my budget. that our ticket and MaiA will ccreate your itinerary.
she says.
At the same time, the Ministry remains clear on one point:
MaiA will never replace indonesian marketing team”
Instead, it acts as a bridge helping travelers explore possibilities, while offering insights into their expectations.
The system combines official data, user-generated content and trusted partnerships to ensure reliability.
Everything is based on verified information, nothing is left to chance.”
She added.
Investing in people, not just places
Improving human resources in hospitality is one of Indonesia’s key priorities. With a population of nearly 280 million people, tourism is becoming an increasingly important engine of growth, and that makes education both accessible and affordable a real priority.
We cannot talk about quality tourism without investing in people,”
explains Ni Made Ayu Marthini.
The Ministry of Tourism of Indonesia oversees six tourism polytechnics, supported by a growing network of private institutions and partnerships with the Ministry of Education. But, as she admits, it is never quite enough. Curricula are constantly evolving to keep up with an industry that is always moving forward.
Indonesia has also built strong international collaborations, notably through ASEAN platforms and long-standing partnerships with Switzerland, Japan and other countries. These exchanges help continuously upgrade skills across the sector.
The approach is increasingly specialized. Training now targets specific segments such as wellness, marine tourism, luxury hospitality and cultural immersion, reflecting the diversification of demand.
To meet growing needs, new schools are also being developed in different regions, while training pathways combine academic diplomas with hands-on professional experience, both within institutions and in the field.
And the results are already visible.
Our graduates are in high demand and time between graduation tand employment is very short.
She notes.
Indonesian hospitality professionals are now working across the world, a source of pride for the country. Many eventually return, bringing back international skills and reinvesting it into the local ecosystem.
They leave, they grow, and many come back. That’s how we strengthen our tourism sector over time.”
she adds.
Growth with intention
The country welcomed nearly 14 million international visitors last year, with targets set at 17.6 million in the coming years.
Tourism is expected to generate between USD 22 and 24.7 billion, supporting more than 26 million jobs. Its contribution to GDP is projected at around 4.6% to 4.7%, which shows just how important tourism has become for our economy.
But beyond the numbers, a different message is emerging.
We are not only looking for more tourists, We are looking for quality tourism.”
Marthini notes.
Staying true to what matters
When asked what other destinations can learn from Indonesia, her answer is immediate:
Stay true to your DNA.”
For Indonesia, that DNA is clear: nature, culture and people.
Our landscapes are extraordinary, our cultures are diverse, and our people are naturally welcoming. like me ”
she says while laughing.
And in that moment, you feel it goes beyond strategy.
Interview conducted by Donia Hamouda at Travex 2026, Philippines