National Tourism Encouraged to Adopt Generative AI, Key to Indonesian Tourism Competitiveness

Generative artificial intelligence technology or Generative Artificial Intelligence (Gen AI) is beginning to play a crucial role in how travelers explore the world. AI has become the new guide in the modern tourism industry, from crafting travel plans to determining the most personalized experiences.

Member of Commission VII of Indonesia's House of Representatives (DPR RI) Banyu Biru Djarot believes the changing structure of the global Tourism industry requires Indonesia to position this technology as a strategic necessity.

According to him, Gen AI adoption in the national tourism industry can no longer be viewed merely as an additional option. 

He highlighted global trends showing most tourists rely on AI technology when selecting destinations and designing travel experiences according to personal preferences. 

In this era, travel decisions are no longer solely influenced by conventional recommendations, but by algorithms that study travelers' habits and interests.

"Digital Transformation has made Gen AI the chief architect in personalizing travel experiences, from trip planning and service bookings to managing traveler relationships," stated Banyu as quoted from his announcement in Jakarta, Thursday, January 22, 2026.

This statement was delivered during a Working Meeting between Commission VII of DPR RI and the Ministry of Tourism, discussing the national tourism sector's readiness to face the wave of Digital Transformation. 

In this context, technology is viewed as a tool to enhance Travel Experience quality, not merely Business efficiency.

Nevertheless, Banyu Biru emphasized that Gen AI implementation must not be conducted haphazardly. He reminded of the importance of a measured, equitable approach that prioritizes national interests, particularly Indonesia's tourism human resources.

"The country must not remain merely a technology market, but must ensure the enhancement of tourism human resource capacity to become active users, managers, and even technology innovators," he said.

Therefore, Banyu urged the Ministry of Tourism to formulate a comprehensive Gen AI adoption roadmap in 2026. 

This roadmap is expected to include training and certification for tourism human resources, protection of local labor, and strengthening ethical AI usage in the tourism industry.

Digital transformation, he added, must serve as a means to boost productivity and service quality, not create new disparities between large industry players and local operators. 

In tourism, the human touch, local wisdom, and destination stories remain the core of an irreplaceable experience.

Banyu Biru also noted that contemporary travel experience quality is increasingly influenced by digital technology and sustainability awareness. 

Modern tourists seek not only beauty, but also socially and environmentally responsible experiences.

This trend is reflected in Skyscanner's 2024 survey, which recorded 54 percent of global tourists feeling confident about using AI for travel planning in 2026. 

This figure strongly signals that technology will become increasingly embedded in future travel processes.

Therefore, oversight of AI implementation to ensure it remains favorable to local labor becomes a crucial agenda for DPR and the government.