Indonesia Strengthens National Tourism Transformation at ATF 2026

RRI.CO.ID, Philippines – Indonesia once again affirms its commitment to advancing the region's tourism sector through participation in the ASEAN Travel Exchange (ATF) TRAVEX 2026. One of the leading business-to-business (B2B) tourism exchanges in ASEAN, taking place from January 28–30, 2026, at the Mactan Expo Center in Cebu, Philippines.

Minister of Tourism, Widiyanti Putri Wardhana, while inspecting the Indonesian Pavilion at ATF TRAVEX 2026 on Wednesday, January 28, 2026, stated that Indonesia's presence at this event is an opportunity to introduce the strengths of the nation's tourism, which is strengthened by the integration of smart technology.

"Entering 2026, Indonesia's tourism sector is entering a new phase of growth and transformation. We are proud to introduce a major milestone in Indonesia's digital tourism transformation, MaiA," Widiyanti stated.

Meticulous Artificial Intelligence of Indonesia (MaiA) is part of Indonesia's Tourism 5.0 priority program. This platform is designed as a smart tourism service that is oriented toward the needs of tourists and can be accessed through the indonesia.travel website.

"We are optimistic that the synergy between digital innovation and the strength of cultural narratives will strengthen Indonesia's position as a competitive destination in ASEAN, while also ensuring more sustainable and data-driven growth in the tourism sector," Widiyanti said.

Deputy Minister for Marketing at the Ministry of Tourism, Ni Made Ayu Marthini emphasized that ASEAN is not only Indonesia's closest market, but also the key driver of the region's tourism growth, driving repeat travel, new experiences, and cross-border collaboration opportunities.

According to data from the Central Bureau of Statistics (BPS), the ASEAN market contributed significantly, accounting for 36.5 percent of all foreign tourist arrivals to Indonesia during the period January–November 2025. This achievement underscores ASEAN's vital role in driving short-haul travel demand, repeat visits, and tourism sustainability throughout the year.

"By strengthening connectivity, fostering closer collaboration with ASEAN partners, and developing diverse and sustainable tourism experiences, Indonesia is well-positioned to grow with the region and respond to evolving travel trends," said Ni Made.

The ATF TRAVEX exhibition, held on a rotating basis in ASEAN member countries, brings together international buyers from over 50 countries, serving as a strategic meeting point for regional tourism industry players and global partners.

In addition to B2B meetings, ATF TRAVEX 2026 also serves as a strategic platform for ASEAN member countries to present their latest tourism policies and priorities through the NTO Media Briefing sessions. This forum allows National Tourism Organizations (NTOs) to share policy updates, market directions, and strategic initiatives, while also enhancing transparency and engagement with international media stakeholders.