Japan Adjoins South Korea, Australia, UK and Other Markets as WITF 2026 Brings 100+ Buyers From 34 Countries to Jakarta

Image Credit: WITF 2026

Japan Adjoins South Korea, Australia, UK and Other Markets as WITF 2026 Brings 100+ Buyers From 34 Countries to Jakarta as Indonesia prepares for the third Wonderful Indonesia Tourism Fair, creating a major B2B platform for international tourism markets. WITF 2026 will bring more than 100 international buyers from 34 countries to Jakarta, alongside more than 200 Indonesian corporate buyers. The event will connect tourism businesses with overseas demand through business-matching sessions from 15–17 October 2026 at JIExpo Kemayoran. Japan, South Korea, Australia, the UK and other markets have featured in previous WITF participation, while the official 2026 announcement confirms the broader 34-country international buyer network. The event aims to expand Indonesia’s global tourism reach and create new commercial opportunities.

WITF 2026 Brings a Major International Buyer Network to Jakarta

WITF 2026 will operate as a three-day business-to-business tourism tradeshow rather than a conventional consumer travel exhibition. The event is entering its third edition and is being developed as an international platform linking Indonesian tourism supply with global demand.

The Indonesian Ministry of Tourism says the event is a collaboration between the Indonesian Tourism Industry Association, the Ministry and the Jakarta provincial government.

International Participation Spans 34 Countries, But the Full Country List Is Not Publicly Confirmed

The strongest verified statistic is that more than 100 international buyers from 34 countries will participate. However, the Ministry of Tourism’s official 2026 announcement does not publish the names of all 34 countries. It would therefore be inaccurate to present an invented country-by-country list as confirmed attendance.

Official supporting material shows that the associated Mega Familiarisation Trip is targeting professionals from the Europe, Middle East, Africa and America markets. Participants are scheduled to undertake destination experiences before attending WITF.

For context, an official Indonesian tourism performance report records that WITF 2024 hosted five European participants from Poland, North Macedonia, Türkiye, Czechia and Bosnia and Herzegovina. Those countries are historical WITF participation and should not be presented as confirmed 2026 attendance.

The 2026 WITF is expected to draw on a broad international buyer network. The previous 2025 edition attracted 200 buyers from 40 countries, with participation reported from markets including Malaysia, Singapore, Thailand, Vietnam, the Philippines, Japan, South Korea, China, India, Australia, New Zealand, the UAE, Saudi Arabia, the UK, Germany, France, the Netherlands and the United States.

Countries identified among WITF 2025 international buyers

Region	Countries specifically identified in 2025 participation reports
Southeast Asia	Malaysia, Singapore, Thailand, Vietnam, Philippines
East Asia	Japan, South Korea, China
South Asia	India, Pakistan
Oceania	Australia, New Zealand
Middle East	United Arab Emirates, Saudi Arabia, Jordan, Oman, Bahrain
Europe	United Kingdom, Germany, France, Netherlands, Poland, Bosnia and Herzegovina
Americas	United States
Africa	Countries were represented within the wider buyer programme, although I could not verify a complete country-by-country official list

The Ministry of Tourism-supported 2025 programme separately brought 45 travel agents and tour operators from Europe, the Middle East and the Americas for a familiarisation trip connected with WITF.

A 2025 report from an Indonesian tourism participant specifically identified buyers from Malaysia, Singapore, Thailand, Vietnam, the Philippines, China, Japan, South Korea, India, Australia, New Zealand, the UAE, Saudi Arabia, the UK, Germany, France, the Netherlands and the US.

Another 2025 trade report confirmed particularly strong participation from Jordan, Oman, Saudi Arabia and Bosnia and Herzegovina, alongside buyers from the United States, Germany and Poland.

What the previous-year data tells us

WITF indicator	2024	2025	Change
International buyers	195	200	+5
Countries represented	38	40	+2
Indonesian exhibitors/sellers	150	300+	More than doubled
Pre-scheduled appointments	2,500	3,200+	+700+
Ministry-supported FAM participants	—	45	New/expanded programme

More Than 200 Indonesian Corporate Buyers Will Join the Business Matching

International participation will be complemented by a significant domestic buyer programme.

The Ministry expects more than 200 buyers from Indonesian companies to participate in business matching. Combined with the 100-plus international buyers, the event therefore has a minimum expected buyer pool exceeding 300 participants, based on the published figures.

The B2B structure is intended to generate commercial relationships between tourism suppliers and buyers.

For Indonesian businesses, this creates an opportunity to present products directly to international decision-makers. For buyers, it provides access to a broad selection of Indonesian tourism products in one venue.

Hotels, Airlines, Tourism Villages and Wellness Businesses Will Showcase Products

WITF 2026 will cover a broad range of tourism subsectors.

The Ministry says the diversity of exhibitors allows buyers to discover multiple Indonesian tourism products through a single B2B platform.

For travellers, this could eventually translate into more varied packages and greater international exposure for destinations beyond Indonesia’s most established tourism markets.

Business Matching Is the Core Commercial Focus

The main objective of WITF 2026 is business matching between Indonesian tourism suppliers and international buyers.

The Ministry says the event is intended to help tourism businesses understand market requirements, promote destinations and establish concrete commercial relationships. A dedicated Wonderful Indonesia booth will also showcase domestic tourism businesses, including tourism villages, travel agents, wellness operators, attractions and other providers.

This gives smaller and regional businesses an opportunity to reach international buyers.

The potential travel impact extends beyond Jakarta and Bali. Tourism villages, regional hotels, liveaboards, wellness providers and other destinations can use the platform to develop new overseas distribution relationships.

Familiarisation Trips Will Connect Buyers With Indonesian Destinations

WITF 2026 is supported by destination familiarisation activities designed to give selected international buyers direct experience of Indonesian tourism products.

The associated programme runs from 10–17 October 2026, with participants scheduled to attend WITF on 15 October.

This approach connects trade meetings with first-hand destination experiences.

The Ministry’s wider WITF programme has also been associated with destination immersion covering locations including Belitung, Bromo Tengger Semeru, West Java and Manado-Likupang. These destinations demonstrate the breadth of Indonesian products being promoted through the programme.

Jakarta Strengthens Its Role as Indonesia’s Tourism Gateway

Jakarta is being positioned as more than the host city. The provincial government is supporting WITF as part of its “Menuju 5 Abad Jakarta” programme ahead of the capital’s 500th anniversary.

The city is being promoted as a gateway and hub connecting international markets with destinations across Indonesia.

Holding the fair in Jakarta also brings tourism suppliers from different parts of the country into one major commercial centre.

For international buyers, this creates a central meeting point for discovering products from Indonesia’s diverse regions.

WITF 2026 Supports Indonesia’s Wider International Tourism Ambition

The fair comes as Indonesia seeks to expand its international tourism market.

The Indonesian Government has set a 2026 international visitor target of 16 million to 17.6 million.

WITF provides a business-focused mechanism for supporting that ambition by connecting tourism products directly with overseas buyers.

The event also follows strong participation at WITF 2025. An Indonesian tourism authority reported that the 2025 edition involved 200 international buyers from 40 countries and more than 300 exhibitors from 22 Indonesian provinces.

The 2026 edition therefore represents a new stage in the development of the tradeshow, with the official programme focusing on 100-plus international buyers from 34 countries and more than 200 domestic corporate buyers.

Conclusion

Jakarta Hosts Wonderful Indonesia Tourism Fair 2026 With 100+ International Buyers From 34 Countries as Indonesia turns WITF into a larger platform for international tourism business. The event will run from 15–17 October at JIExpo Kemayoran, bringing together more than 100 international buyers, 200-plus Indonesian corporate buyers and tourism suppliers from across the country. The most important verified fact is the 34-country international buyer figure; the Indonesian Ministry has not yet published a complete country-by-country attendance list. WITF’s significance lies in connecting hotels, airlines, tour operators, tourism villages, wellness businesses, attractions and other providers with international demand. For travellers, the resulting partnerships could expand access to a wider range of Indonesian destinations and experiences.

Comment from Anup Keshan, Founder and Editor-in-Chief of Travel And Tour World

“WITF 2026 demonstrates how Indonesia is using direct B2B engagement to connect its diverse tourism supply with international demand. The participation of more than 100 buyers from 34 countries, alongside more than 200 domestic corporate buyers, gives the event considerable commercial reach. What makes the platform particularly relevant for travellers is its broad representation of tourism products, from hotels and airlines to tourism villages, wellness businesses, liveaboards and regional attractions. By bringing these businesses together in Jakarta, WITF can help create stronger distribution channels for destinations across Indonesia. Its international focus also highlights the growing importance of direct partnerships in shaping future travel opportunities.”

Image Credit: WITF 2026