Indonesia Strengthens ASEAN Tourism at ATF Travex 2026

RRI.CO.ID, CEBU - Indonesia participates in ASEAN Travel Exchange (ATF) TRAVEX 2026, held on 28–30 January 2026 at the Mactan Expo Center, Cebu, Philippines. Indonesia aims to reaffirm its commitment to strengthening tourism cooperation within the ASEAN region through a major business-to-business (B2B) platform.

According to Indonesian Tourism Minister press release, Indonesia joins ATF TRAVEX 2026 also to reinforce its strategic position in the ASEAN tourism market, which remains the largest contributor to foreign tourist arrivals. With ASEAN accounting for 36.5 percent of inbound visits to Indonesia in January–November 2025, the government sees the forum as vital to encourage repeat travel, improving regional connectivity, and promoting sustainable tourism growth.

Indonesia showcases the Wonderful Indonesia Pavilion themed “Go Beyond Ordinary,” featuring tourism products from 10 Priority Tourism Destinations and three Regenerative Tourism Destinations. The pavilion highlights experience-based tourism such as marine, wellness, gastronomy, premium, and Muslim-friendly travel, alongside cultural performances, Indonesian specialty products, and the launch of MaiA, a smart tourism platform under the Tourism 5.0 program.

"We are proud to introduce the main historic milestone in Indonesian digital tourism transformation, MaiA," said Tourism Minister Widiyanti Putri Wardhana in her remarks at the event on Wednesday, January 28, 2026. The minister believed that the synergy between digital innovation and cultural narratives will strengthen Indonesia as a competitive destination in ASEAN.

ATF TRAVEX 2026 is ASEAN’s flagship B2B tourism exhibition, bringing together sellers and buyers from more than 50 countries. Organized annually on a rotating basis among ASEAN member states, the event also serves as a strategic forum for policy communication and industry engagement through activities such as business meetings and National Tourism Organization (NTO) media briefings.

Indonesia presented a 54 square meter Wonderful Indonesia Pavilion themed Go Beyond Ordinary. Nine industry players promoted priority and regenerative destinations alongside experience-led tourism products.

Cultural performances and national products enriched visitor engagement throughout the exhibition period. Widiyanti expressed confidence ATF Travex would boost international arrivals through stronger ASEAN collaboration.