Jakarta, INTI - The Indonesian government is continuing to expand the use of Artificial Intelligence (AI) in event tourism and the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector as part of the country’s tourism transformation toward the Tourism 5.0 era.
Deputy Minister of Tourism Ni Luh Puspa said technology, AI, big data, and the Internet of Things (IoT) play an increasingly important role in delivering more personalized and relevant tourism experiences.
“We are also entering the Tourism 5.0 era, where technology, AI, big data, and the Internet of Things are becoming essential in creating more personalized and relevant tourism experiences, including in events and MICE,” Ni Luh said at the Indonesia Tourism & MICE Outlook 2027 in Jakarta on Thursday.
AI Supports the Entire Event Journey
In the events and MICE sector, technology can be utilized from the early stages of travel planning and registration to participant management and interactions throughout an event.
After an event concludes, technology can also be used to recommend destinations and activities based on individual traveler preferences.
The Ministry of Tourism has introduced an AI-powered technology called Meticulous Artificial Intelligence of Indonesia (MaiA) to help travelers plan their trips more efficiently.
MaiA is integrated with Indonesia.travel, offering travel planner and travel companion features.
“MaiA helps travelers find travel inspiration, create itineraries, receive more personalized destination recommendations, use interactive maps, and access information in multiple languages,” Ni Luh said.
Despite the growing adoption of AI, Ni Luh emphasized that the technology is intended to serve as a tool for providing solutions and cannot replace Indonesian hospitality, which remains an important part of the tourism experience.
She also highlighted the need to strengthen destination readiness and connectivity while integrating technology adoption with improvements in human resources across the tourism sector.
The government is also encouraging events that are sustainable and inclusive while generating tangible benefits for MSMEs and local communities.
“Ultimately, the new value of Indonesian tourism lies in our ability to turn every event into an experience and every experience into value. That value must be reflected in a growing economy, jobs created, culture that becomes more widely known, an environment that remains protected, and Indonesia’s reputation becoming stronger,” Ni Luh said.
International Tourist Arrivals Reach 7.45 Million in H1 2026
Ni Luh said Indonesia’s tourism sector is expected to maintain positive growth, supported by increasing tourist arrivals and foreign exchange earnings.
During the first half of 2026, international tourist arrivals in Indonesia reached 7.45 million, an increase of 5.71 percent compared with the same period in 2025.
During the same period, domestic tourist trips reached 630.41 million, while tourism-generated foreign exchange earnings amounted to US$8.43 billion.
According to Statistics Indonesia (BPS), tourism growth continued in July 2026, when international arrivals reached 1.53 million.
Domestic tourist trips in July 2026 reached 107.4 million, representing a 7.23 percent year-on-year increase.
Ni Luh said these figures reinforce optimism that Indonesia remains an attractive destination for both international travelers and domestic tourists.
The government aims for Indonesia to be recognized not only as an event-hosting destination but also as a tourism destination capable of delivering high-quality, innovative, authentic, and sustainable experiences.
Ni Luh also called on stakeholders to strengthen Indonesia’s position as one of ASEAN’s leading event business hubs.
AI Is Not Intended to Replace Human Roles
Deputy for Marketing at the Ministry of Tourism Ni Made Ayu Marthini said the adoption of AI in tourism is not intended to replace human jobs.
According to Made, the technology is designed to simplify processes and help identify destinations that can be recommended based on individual traveler preferences.
“For example, when using it for promotion, we need to understand the history of a destination and how its added value can be highlighted,” Made said.
Made emphasized that tour operators and tour guides continue to play important roles in a technology-driven tourism ecosystem.
Tour operators and guides can help provide accurate and relevant data, helping prevent incorrect information from entering applications and official websites used by travelers.
Made also stressed that AI adoption must comply with ethical standards and Indonesian laws, including regulations governing data privacy.
“The use of AI also involves ethics, and under Indonesian law, we must respect data privacy. That is why, in its implementation, we do not use it to expose people’s personal data,” Made added.
Conclusion
Indonesia is accelerating the use of AI, big data, and IoT across tourism and MICE to create more personalized, innovative, and sustainable experiences. At the same time, the government emphasizes that technology should complement human expertise, hospitality, and local communities.
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