Located at London's Royal Docks by the River Thames, the Wonderful Indonesia exhibition promotes the world's biggest Buddhist temple Borobudur in Central Java, the holiday island of Bali, Komodo Island in Labuan Bajo, East Nusa Tenggara, Lake Toba in North Sumatra, and the Raja Ampat Islands in West Papua.
The icon of Indonesia's booth is a phinisi boat from South Sulawesi.
"Phinisi is known worldwide. Bugis sailors have traveled the world on these vessels. They represent the nation's identity. We use this design at big tourism markets around the world," deputy for foreign marketing development at the ministry, I Gde Pitana, said on Sunday.
Seven out of Indonesia's priority tourism destinations known as "10 New Balis" offer marine tourism attractions.
Britons are the biggest contributor of revenue from tourism among European visitors in Indonesia. According to the ministry's data, the number of British tourists last year was nearly 330,000, a 22 percent increase compared with 2015.
"Until August, 244,638 British tourists came to Indonesia. This is 64 percent more than our target," said Nia Niscaya, assistant deputy for the European, Middle Eastern, American and African markets.
Tourism Minister Arief Yahya expressed his support for reaching out to the British market, by saying that the ministry's campaign will go beyond the World Trade Market, deep into the city through Wonderful Indonesia logos promoted on London's famous black taxis.