Indonesia is poised to make a significant splash in the global tourism industry with the debut of its first international B2B tourism event, the Wonderful Indonesia Tourism Fair (WITF) 2024. Scheduled to take place in Jakarta from October 2-4, 2024, WITF will be held at the Swissotel Jakarta PIK Avenue, strategically located in the rapidly developing Pantai Indah Kapuk (PIK) area. This landmark event signifies Indonesia’s ambition to elevate its position as a major player on the global tourism stage, showcasing its rich diversity beyond the renowned island of Bali.
The choice of Swissotel Jakarta PIK Avenue as the venue for WITF 2024 is strategic, reflecting the event’s goal to attract global attention. PIK, often referred to as the new Jakarta city, is a burgeoning tourist destination known for its modern infrastructure, extensive business hubs, entertainment options, and event facilities. Located just a short drive from Soekarno-Hatta International Airport, PIK offers unparalleled convenience for international visitors, making it an ideal location for a high-profile event like WITF 2024.
Budi Tirtawisata, the chair of the WITF 2024 Steering Committee, emphasizes the significance of PIK as the event’s venue. “PIK represents the future of Jakarta, a place where modernity meets tradition. Hosting WITF here allows us to showcase not only the event but also the potential of Jakarta as a world-class destination for business and tourism,” Budi explains.
The inception of WITF was driven by a shared vision among Indonesia’s tourism leaders and the government to advance inbound tourism and elevate the country’s profile on the global stage. The idea for WITF was conceived during the ASEAN Tourism Forum in Yogyakarta last year, when both government officials and tourism business players recognized the need for Indonesia to have its own homegrown event that could rival international tourism trade fairs like ITB Berlin and WTM London. “The Ministry of Tourism and Creative Economy (MOTCE) shared a dream and wondered why we couldn’t have an event of that caliber,” Budi shared in an exclusive interview with Travel Weekly. “This idea resonated strongly with industry players who had long discussed the need for an international-scale event in Indonesia,” he added.
WITF 2024 is entirely self-funded and owned by GIPI, with support and endorsement from MOTCE. A committee comprising nine industry veterans, including ASTINDO chair Pauline Suharno, has been tasked with organizing the event. Their collective goal is to create a platform that not only attracts international buyers but also promotes the diverse tourism offerings across Indonesia’s vast archipelago.
One of the key objectives of WITF 2024 is to broaden the perception of Indonesia as a tourist destination. While Bali has long been the crown jewel of Indonesia’s tourism industry, WITF aims to highlight the country’s many other attractions that are often overlooked by international travelers. “The idea is to advance inbound tourism in Indonesia. We want to bring in as many guests as possible from abroad to the country,” Budi emphasizes.
WITF will feature tour operators from across Indonesia, showcasing destinations in North Sumatra, West Sumatra, South Sumatra, Lampung, Bangka-Belitung, and beyond. The event will also place a spotlight on emerging destinations that are gaining popularity among travelers seeking unique experiences. “Indonesia is not only Bali,” Budi adds, stressing the importance of promoting lesser-known regions that offer rich cultural experiences, natural beauty, and adventure opportunities. By doing so, WITF aims to diversify Indonesia’s tourism appeal and attract a broader range of international visitors.
WITF 2024 is poised to attract between 150 to 200 international buyers, with a significant portion expected to come from Asia. The committee has also targeted buyers from Europe, the Middle East, Australia, and the United States. As of now, buyers from Vietnam, Poland, Bulgaria, and Uzbekistan have already confirmed their attendance.
In addition to international travel buyers, WITF 2024 has extended invitations to leading companies in Indonesia, including PT Astra International, Coca-Cola Euro Pacific, and United Tractors. These companies, along with various insurance firms, are potential buyers for the MICE (Meetings, Incentives, Conferences, and Exhibitions) market, reflecting WITF’s broader focus on business tourism. The committee is also in discussions with several global and regional airlines, including Emirates, Turkish Airlines, Qatar Airways, Singapore Airlines, All Nippon Airways, and Japan Airlines. Garuda Indonesia, the national flag carrier, has already confirmed its support for the event. The participation of these airlines underscores the importance of connectivity in driving tourism growth and highlights the collaborative efforts to make WITF 2024 a success.
WITF 2024 is not just a standalone event; it is organized in partnership with the Southeast Asia Business Event Forum (SEABEFF), a government-sponsored international conference that focuses on the MICE industry. While WITF serves as a B2B travel tradeshow, SEABEFF will function as a MICE conference, offering attendees valuable insights into industry trends, challenges, and opportunities.
AB Sadewa, a committee member of WITF 2024, explains the synergy between the two events. “WITF and SEABEFF complement each other perfectly. While WITF brings together the best of Indonesia’s tourism offerings, SEABEFF provides a platform for industry leaders to discuss and explore the future of MICE in Southeast Asia. Together, these events will position Indonesia as a key player in the global tourism and MICE markets,” he says.
WITF 2024 is designed not just as a one-off event but as the beginning of an annual tradition that will elevate Indonesia’s tourism industry year after year. The committee envisions WITF becoming a must-attend event for global travel buyers, tour operators, and industry leaders, similar to how ITB Berlin and WTM London have become integral parts of the international tourism calendar.
As WITF 2024 approaches, excitement is building among Indonesia’s tourism stakeholders. The event represents a bold step forward in showcasing the country’s diverse travel offerings to the world and attracting a new wave of international visitors. With its strategic location, comprehensive program, and strong industry support, WITF 2024 is set to become a cornerstone of Indonesia’s tourism strategy, driving growth, and positioning the country as a leading destination for global travelers.
As the inaugural Wonderful Indonesia Tourism Fair (WITF) 2024 prepares to open its doors in Jakarta, the event stands as a testament to Indonesia’s commitment to advancing its tourism industry. By highlighting the country’s rich cultural heritage, diverse landscapes, and vibrant cities, WITF aims to broaden the global perception of Indonesia as a tourist destination beyond Bali. With the backing of industry leaders, government support, and a vision for the future, WITF 2024 is poised to make a significant impact on the global tourism stage. For those in the travel industry, WITF 2024 offers an unparalleled opportunity to connect, learn, and explore the endless possibilities that Indonesia has to offer. As the countdown to October begins, the world watches with anticipation, ready to witness the dawn of a new era in Indonesian tourism.
