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Indonesia celebrated World Tourism Day 2026 with a global dialogue on how Artificial Intelligence (AI) and digital innovation can reshape tourism while keeping people and communities at the heart of the tourism experience.

Held fully online on 28 September 2026, the celebration was organized by the PATA Indonesia Chapter in collaboration with the Trisakti Institute of Tourism, as part of the 2nd International Conference on Community Service (ICCS) 2026.

Carrying the global theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” the event brought together tourism leaders, government representatives, academics, industry professionals and international tourism stakeholders to explore how AI can contribute to a more innovative, inclusive and human-centered future for tourism.

Minister: AI Must Make Tourism More Inclusive, Not Just Smarter

Delivering the keynote address, The Honourable Widiyanti Putri Wardhana, Minister of Tourism of the Republic of Indonesia, emphasized that AI and digital transformation should ultimately create better tourism outcomes for travelers, businesses and local communities.

Four key messages highlighted by the Minister were:
1. Tourism success is more than tourist arrivals
Tourism development should generate greater economic value, improve community well-being, and protect Indonesia's cultural and environmental assets.

2. AI should support smarter and more sustainable destinations
Data, analytics and AI can help destinations understand visitor flows, support better investment decisions and manage tourism capacity and environmental impacts.

3. People remain at the heart of tourism
“Technology will not replace Indonesian hospitality; rather, it should strengthen and enhance it.”

The Minister emphasized the importance of human capital, vocational education, international certification and digital capabilities for tourism workers.

4. AI can create more personalized and meaningful tourism experiences
From culture and culinary experiences to wellness and the creative economy, technology can help travelers discover Indonesia in more personalized ways. The Minister highlighted Maya, an AI-powered virtual tourism assistant on Indonesia.travel, as one example of how AI can support travelers and generate insights into emerging tourism demand.
“AI must make tourism more inclusive, not just smarter.”

PATA CEO: Technology Must Strengthen Human Connection

In his special World Tourism Day address, Noor Ahmad Hamid, Chief Executive Officer of the Pacific Asia Travel Association (PATA), highlighted two important messages.

First, AI is transforming the entire travel journey — from discovering destinations and planning trips to booking, experiencing destinations and connecting with local communities. For tourism businesses and destinations, this creates opportunities to better understand visitors, improve efficiency and deliver more personalized experiences.

Second, tourism remains fundamentally a human-centered industry. Technology should therefore be used to enhance—not replace—the human connection that makes travel meaningful.

Mr Hamid emphasized that digital innovation and AI should ultimately help deliver better experiences for visitors, stronger opportunities for tourism businesses, and more equitable benefits for communities.

From Digital Innovation to Human Connection
The World Tourism Day 2026 dialogue reinforced a common message: the future of tourism is not simply about becoming smarter through technology, but about using technology more meaningfully.

AI can help tourism become more personalized, efficient and responsive. But its greatest value will be measured by how effectively it strengthens people, communities, destinations and human connection.

"The collaboration between PATA Indonesia Chapter and Trisakti Institute of Tourism through World Tourism Day and the 2nd ICCS 2026 reflects the importance of bringing government, industry, academia and communities together to shape this transformation," press release said.

The partnership between PATA Indonesia Chapter and Trisakti Institute of Tourism is built on a longstanding relationship spanning more than 15 years. Over the years, the two institutions have developed a mutually beneficial partnership that connects academic knowledge with industry perspectives, while creating opportunities for knowledge exchange, professional development, capacity building and meaningful engagement with the tourism community.

This long-term collaboration reflects a shared commitment to strengthening tourism education, advancing industry–academia cooperation and contributing to the development of a more innovative, competitive and sustainable tourism sector. As tourism enters a new era shaped by digital innovation and AI, PATA Indonesia Chapter and Trisakti Institute of Tourism continue to explore new areas of collaboration that can create value for students, professionals, communities and the wider tourism ecosystem.

As Indonesia embraces a new era of tourism shaped by AI and digital innovation, PATA Indonesia Chapter and Trisakti Institute of Tourism reaffirm their commitment to advancing collaboration, knowledge and meaningful action that place people and communities at the heart of tourism development. Together, they look forward to fostering a more innovative, inclusive and sustainable tourism future—where technology not only makes tourism smarter, but also creates deeper human connections and greater value for all.

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