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INDONESIA reiterates its commitment to advancing the regional tourism sector through participation in the ASEAN Travel Exchange (ATF) TRAVEX 2026, one of the main business-to-business (B2B) tourism exchanges in ASEAN which will take place on 28–30 January 2026 at the Mactan Expo Center, Cebu, Philippines.
According to Minister of Tourism, Widiyanti Putri Wardhana, when reviewing the Indonesian Pavilion at ATF TRAVEX 2026, Wednesday (28/1/2026), said that Indonesia’s presence at this event was a momentum to introduce the advantages of national tourism which is strengthened by the integration of smart technology.
“Entering 2026, Indonesia’s tourism sector is entering a new phase of growth and transformation. We are proud to introduce a major milestone in Indonesia’s digital tourism transformation MaiA,” said Minister Widiyanti.
MaiA (Meticulous Artificial Intelligence of Indonesia) is part of Indonesia’s Tourism 5.0 priority program. This platform is designed as a smart tourism service oriented to tourist needs and can be accessed via the indonesia.travel website.
“We are optimistic that the synergy between digital innovation and the power of cultural narrative will strengthen Indonesia’s position as a competitive destination in ASEAN, while ensuring the growth of the tourism sector is more sustainable and data-based,” she added.
Widiyanti emphasized that ASEAN is not only the closest market for Indonesia, but also the heartbeat of regional tourism growth that encourages repeat trips, new experiences and opportunities for cross-border collaboration.
Based on data from the Central Statistics Agency (BPS), the ASEAN market contributed significantly to 36.5% of all foreign tourist visits to Indonesia in the period January–November 2025. This achievement confirms ASEAN’s vital role in driving demand for short-distance travel, repeat visits, and the sustainability of tourism throughout the year.
“Through strengthening connectivity, closer collaboration with ASEAN partners, and developing diverse and sustainable tourism experiences, Indonesia is well positioned to grow with the region and respond to evolving travel trends,” she concluded.
The ATF TRAVEX exhibition, which is held on a rotating basis in ASEAN member countries, brings together international buyers from more than 50 countries, as well as being a strategic meeting space between regional tourism industry players and global partners.
Apart from B2B meetings, ATF TRAVEX 2026 is also a strategic platform for ASEAN member countries to convey the latest tourism policies and priorities through the NTO Media Briefing session. This forum allows National Tourism Organizations (NTOs) to share policy updates, market direction and strategic initiatives, while strengthening transparency and engagement with international media stakeholders.
At ATF TRAVEX 2026, Indonesia presents the Wonderful Indonesia Pavilion covering an area of 54 square meters with the theme “Go Beyond Ordinary”. This participation is a collaboration between the Ministry of Tourism, the Embassy of the Republic of Indonesia (KBRI) in Manila, and industry partners as co-exhibitors.
A total of nine industry players representing travel agents, tour operators and leading hotels also exhibited various tourism products from Indonesia’s main destinations, including 10 Priority Tourism Destinations and 3 Regenerative Tourism Destinations.
In line with travel trends in the ASEAN region, Indonesia highlights a portfolio of experience-led tourism, including marine, wellness and gastronomic tourism, as well as premium and Muslim-friendly travel.
Throughout the implementation of ATF TRAVEX 2026, the Wonderful Indonesia Pavilion will present various activations to strengthen interactions with industry partners and visitors.
This activation includes comprehensive information services regarding Indonesian tourist destinations, socialization of the “All Indonesia” application as an integrated tourism platform, as well as distribution of promotional materials accompanied by visitor surveys to capture market insights.
The Indonesian Pavilion also features traditional cultural performances as an immersive experience for visitors, alongside promotions of typical Indonesian products, including coffee and various other national specialties.
This series of activities reflects Indonesia’s commitment to combining business interests, cultural riches and tourism experiences in one integrated pavilion that represents the face of national tourism on the regional and global stage. [traveltext.id]
