Indonesia has once again demonstrated its strong presence in the global tourism market by achieving remarkable success at the ‘Feria Internacional de Turismo’ (FITUR) 2025, one of the world’s largest tourism exhibitions, held in Madrid, Spain. At this event, the Indonesian pavilion recorded potential transactions worth 4.6 million USD, marking an impressive increase of over 50% compared to the previous year.
The successful participation of Indonesia in FITUR 2025 was made possible through the close collaboration between the Directorate General of America and Europe of the Ministry of Foreign Affairs and the Embassy of the Republic of Indonesia in Madrid. The Indonesian pavilion featured 11 travel agencies, actively promoting Indonesia’s top tourist destinations to both business partners through business-to-business (B2B) collaborations and individual customers through business-to-customer (B2C) engagements. The promotional efforts primarily targeted key markets in Europe and Latin America.
A significant highlight of the event was the attendance of the Presidential Special Envoy for Tourism, Mrs. Zita Anjani, as the guest of honor at the Indonesian Pavilion. During her visit, she delivered a presentation on Indonesia’s tourism development strategy at a seminar attended by potential investors, media representatives, and Spanish students. She also engaged in discussions with Indonesian exhibitors to gather insights and recommendations to further strengthen government support for international tourism promotion.
The Indonesian pavilion featured 11 travel agencies, actively promoting Indonesia’s top tourist destinations to both business partners through business-to-business (B2B) collaborations and individual customers through business-to-customer (B2C) engagements
Celebrating its 45th edition, FITUR remains a key international tourism exhibition, held annually in Madrid, Spain. The 2025 event witnessed the participation of 9,500 companies from 156 countries, attracting around 155,000 business professionals and 100,000 general visitors. Indonesia’s participation proved to be highly successful, as the Indonesian Pavilion welcomed approximately 3,300 visitors and facilitated 1,034 business meetings between Indonesian exhibitors and potential international partners.
According to Dr. Muhammad Najib, Indonesian Ambassador to Spain, the significant increase in transactions and tourism package sales aligns with the 46% growth in the number of Spanish tourists visiting Indonesia between 2023 and 2024. The upward trend is further reinforced by the growing interest of Spanish-speaking travellers, particularly from the United States and the emerging markets such as Mexico, Colombia, Costa Rica, Argentina, and Peru, in discovering the rich cultural and natural wonders of Indonesia.
The Indonesian Pavilion, covering 100 square meters, was designed under the theme “Nusantara Collage.” It featured an impressive cultural photo wall, showcasing Indonesia’s breathtaking landscapes and heritage, captured by renowned travel photographer, Hendro Hioe.
Beyond tourism promotion, the pavilion also introduced some of Indonesia’s leading export products, including ‘Incapto’, coffee made from Sumatra’s single-origin beans, Indomie instant noodles, and Kopiko coffee candy.
To further enhance visitor engagement, the pavilion hosted traditional cultural performances, drawing enthusiastic crowds. Visitors had the opportunity to take photos with models dressed in traditional Indonesian attire and enjoy spectacular performances of traditional dances by Indonesian students and Spanish artists—alumni of the Darmasiswa scholarship program. The showcased performances included Merak Dance from Java, Kenung Merah Dance from Betawi, and Tor-Tor Dance from Batak.
The success of the Indonesian Pavilion at FITUR 2025 was made possible through strong cooperation between various government and private sector partners, including PT Senyawa, the Trade Attaché of the Indonesian Embassy in Madrid, and the Ministry of Tourism and Creative Economy of Indonesia. Indonesia’s active participation in FITUR 2025 is expected to further enhance the country’s global tourism competitiveness and attract even more international tourists to experience the diverse attractions and cultural richness of Indonesia.
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