CEBU, Philippines — Indonesia is entering a new phase of tourism development — one defined not by volume alone, but by value, quality, digital innovation, and long-term competitiveness.

At the ASEAN Tourism Forum (ATF), Indonesia’s Deputy Minister of Marketing, Ni Made Ayu Marthini, presented a comprehensive performance review and forward-looking strategy that positions ASEAN as Indonesia’s strongest growth engine while outlining an ambitious roadmap toward 2029.

“Indonesia is moving from recovery to quality growth,” she stated. “Our strategy combines sustainability, digital transformation, and high-value experiences.”

ASEAN: Indonesia’s Fastest-Moving Tourism Engine

ASEAN remains Indonesia’s largest and most resilient source market.

From January to November 2025, ASEAN generated 5.67 million visits, maintaining its position as Indonesia’s top regional contributor. Malaysia, Australia, Singapore, China, and Timor-Leste ranked among the leading source markets.

Citizens of all ASEAN member states enjoy visa-free entry to Indonesia, reinforcing seamless regional mobility. Strong air connectivity across Kuala Lumpur, Singapore, Bangkok, Manila, Hanoi, Ho Chi Minh City, Phnom Penh, Bandar Seri Begawan, and Dili continues to support travel growth.

“ASEAN is not just our nearest market — it is our strategic long-term partner,” Ms. Marthini emphasized.

2024–2025 Performance: Strong Recovery with Momentum

Indonesia’s tourism sector continues to demonstrate robust structural recovery.

2024 Results

13.9 million international arrivals
1.02 billion domestic trips
4.01% GDP contribution (first semester)
US$16.7 billion tourism foreign exchange
25 million tourism workforce

2025 Targets

14.6–16 million international arrivals
1.08 billion domestic trips
4.5–4.6% GDP contribution
US$19–22.1 billion tourism foreign exchange
25.75 million tourism workforce

Indonesia aims to elevate its Travel & Tourism Development Index ranking from 22nd globally into the Top 20 by 2029.

2029 Vision: Scaling Quality and Economic Impact

Indonesia’s medium-term tourism roadmap sets ambitious targets:

20–23.5 million international arrivals
1.5 billion domestic trips
4.9–5.0% GDP contribution
US$32–39.4 billion tourism foreign exchange
29 million tourism jobs

The strategic shift prioritizes higher spending per visitor, longer stays, premium segmentation, and sustainable distribution of economic benefits.

Digital Transformation: Tourism 5.0 and the Launch of MaiA

At the heart of Indonesia’s modernization strategy lies Tourism 5.0, integrating artificial intelligence, data-driven marketing, and digital ecosystem development.

A flagship innovation under this transformation is the launch of MaiA (Multilingual AI Assistant) — Indonesia’s new AI-powered travel companion.

MaiA: Your AI Friend Across Wonderful Indonesia

MaiA is designed to accompany travelers throughout their journey across Indonesia’s 17,000 islands, providing real-time, personalized assistance.

“MaiA is more than a chatbot,” Ms. Marthini explained.
“She is a smart digital companion who curates meaningful Indonesian experiences for every traveler.”

Key Features of MaiA

Personalized itinerary planning
Destination and cultural storytelling
Real-time event and festival updates
Culinary and wellness recommendations
Marine and adventure tourism guidance
Transportation and connectivity information
Multilingual support for ASEAN and global travelers

Using AI-driven personalization, MaiA tailors recommendations based on traveler preferences, location, travel duration, and interests — whether exploring Borobudur’s heritage, diving in Raja Ampat, attending fashion week in Jakarta, or enjoying wellness retreats in Yogyakarta.

Seamless Integration with the “All Indonesia” Platform

Beginning September 1, 2025, Indonesia is implementing the All Indonesia digital system, integrating immigration, health, quarantine, and customs procedures.

MaiA complements this ecosystem by supporting:

Pre-arrival trip planning
In-destination guidance
Post-visit engagement

By October 1, 2025, All Indonesia will be mandatory at all international gateways, ensuring smoother arrivals and departures.

Together, Tourism 5.0 and MaiA position Indonesia as one of Southeast Asia’s most digitally advanced tourism destinations.

Data-Driven Destination Management

MaiA also supports policymakers through anonymized, aggregated visitor insights, enabling:

Behavioral trend analysis
Popular route identification
Spending pattern insights
Improved infrastructure planning
More precise marketing campaigns

This strengthens Indonesia’s ability to manage tourism growth sustainably and competitively.

Clean Tourism Movement

Launched January 23, 2025, the Clean Tourism Movement elevates sanitation, hygiene, and environmental management standards nationwide.

The initiative includes:

Cleanliness task forces
Waste management improvements
Sanitation facility upgrades
Destination certification systems

Improved health and hygiene indicators support Indonesia’s global competitiveness and visitor confidence.

Upscaled Tourism and Premium Segments

Indonesia is expanding into high-value market segments, including:

Luxury gastronomy
Yacht and cruise tourism
Marine tourism
Wellness tourism

With affluent travelers accounting for a disproportionate share of global tourism spending, Indonesia is enhancing premium experiences while preserving authenticity.

Tourism Villages: Inclusive Growth Across the Archipelago

Indonesia has developed 6,074 tourism villages, promoting rural economic participation and cultural preservation.

Since 2021, Indonesia has received four Best Tourism Village recognitions from UN Tourism.

Tourism villages increase local income, strengthen MSMEs, and ensure that tourism benefits reach communities beyond major urban hubs.

National Priority and Regenerative Destinations

While Bali remains globally iconic, Indonesia continues to diversify growth across priority destinations including:

Lake Toba, Borobudur, Mandalika, Labuan Bajo, Likupang, Morotai, Raja Ampat, Wakatobi, Greater Bali, Greater Jakarta, Bangka Belitung, Tanjung Lesung, and the Greater Riau Islands.

This approach reduces overconcentration while promoting regenerative and sustainable tourism development.

Events and Intellectual Property Development

Indonesia is strengthening signature events under national intellectual property, including:

Wonderful Indonesia Fashion Week
Wonderful Indonesia Gourmet
Southeast Asia Business Event Forum

In 2025 alone, events generated over 12 million visitors and significant economic turnover, while supporting MSMEs and creative industries.

A Confident Outlook Toward 2029

Indonesia’s tourism transformation rests on three pillars:

Clean and sustainable destinations
AI-driven digital transformation through Tourism 5.0 and MaiA
High-value, culturally immersive experiences

With ASEAN as its strategic growth partner and digital innovation at its core, Indonesia is positioning itself not merely as a destination — but as a smart, sustainable, and globally competitive tourism powerhouse.

As Ms. Marthini concluded:

“Indonesia’s tourism future will be clean, intelligent, culturally rich, and economically impactful. With MaiA guiding every journey, we ensure that each visitor experiences the very best of Wonderful Indonesia.”