Gen Z Dominates Tourism World, Minister Widiyanti Reveals Secret of Indonesia's New Tourism Trend

The sound of laughter on the beach, incessant smartphone cameras capturing moments, and instant social media uploads. This represents the new face of global tourism today. It's no longer brochures or pamphlets influencing destination choices, but content creators, digital reviews, and artificial intelligence (AI) algorithms shaping modern travelers' itineraries.

According to Tourism Minister Widiyanti Putri Wardhana, this phenomenon stems from major shifts in global tourist demographics.

"There's a demographic shift - Gen Z and millennials are now the new engine of global tourism growth with the highest travel interest. Therefore, we need to provide experiences matching their preferences," stated Widiyanti at the Tourism Outlook event in Jakarta on Wednesday.

Tourism Trend Shift: From Brochures to Social Feeds

Widiyanti explained three major shifts in global tourism trends: tourist origins, demographics, and destination selection patterns.

Demographically, younger generations like Gen Z and millennials actively seek travel inspiration through social media. They enjoy watching creators' content for destination reviews and now increasingly use generative AI to personalize their travel plans.

"52% of Gen Z are willing to spend more on travel experiences, significantly higher than previous generations like baby boomers (only 29%). This change opens great opportunities for Indonesian tourism promotion," she said.

This generation seeks not just beautiful places but meaningful, shareable experiences - from local culinary sensations to cultural interactions.

Experience-Based Digital Promotion

Widiyanti noted significant opportunities exist if Indonesia adapts its tourism promotion to this generation's characteristics. Digital, interactive, and experience-based approaches prove more effective for reaching global markets.

One successful example is Pacu Jalur, now part of Karisma Event Nusantara (KEN) 2025.

"Pacu Jalur gained tens of millions of social media impressions and attracted 1.6 million visitors by aligning promotion with youth information-seeking habits and emphasizing authentic experiences," said Widiyanti.

Pacu Jalur isn't just a traditional boat race but embodies community spirit, culture, and togetherness. This authentic, emotional, and memorable experience resonates with younger generations.

New Destinations and Attractive Detours

Beyond demographic shifts, destination selection patterns are changing. Previously overlooked locations are gaining interest, especially detour destinations near main attractions.

"This occurs because travelers seek new experiences at unique destinations different from primary locations," Widiyanti explained.

For example, visitors to Bali now extend trips to Banyuwangi to experience Java's other side - from exotic beaches to pristine tropical forests.

"Proximity also allows us to maximize intra-regional tourist potential by encouraging longer stays and exploration of more Indonesian destinations," she added.

Looking Toward Indonesia's Tourism Future

With such diverse natural and cultural wealth, Indonesia is strategically positioned to lead Southeast Asia's experience-based tourism trend.

Moreover, intra-regional travel in this area is projected to rise from 24% in 2023 to 30% by 2030.

"This opens opportunities for Indonesia to repackage and enrich tourism products. Combining popular destinations with nearby MICE locations creates more authentic travel packages," said Widiyanti.

Today, the challenge and opportunity for Indonesia's tourism industry is delivering accessible, digital, and inspiring experiences that match internet-native generations' tastes while preserving the authenticity of Nusantara's culture and nature.