Indonesia Reinforces ASEAN Tourism Commitment at ATF TRAVEX 2026

The Voice of Chandigarh | Travel Trade Reporter

Indonesia has reaffirmed its commitment to strengthening ASEAN tourism through its participation in the 2026 ASEAN Travel Exchange (ATF TRAVEX), the region’s flagship business-to-business tourism marketplace, held at the Mactan Expo Center in Cebu.

Tourism Minister Widiyanti Putri Wardhana said Indonesia’s presence at ATF TRAVEX underscores its focus on promoting national tourism potential while accelerating digital transformation across the sector.

“As we enter 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 journey, MaiA,” Minister Widiyanti said.

MaiA (Meticulous Artificial Intelligence of Indonesia) is part of the Tourism 5.0 priority program and is designed to deliver smart, data-driven services tailored to travelers’ needs through the Indonesia.travel platform.

“We are confident that the combination of digital innovation and strong cultural narratives will enhance Indonesia’s competitiveness in ASEAN and drive the growth of a sustainable, data-driven tourism sector,” she added.

Based on data from Statistics Indonesia (BPS), the ASEAN market contributed 36.5 percent of all foreign tourist visits to Indonesia from January to November 2025. This emphasized ASEAN’s vital role in driving demands for short-haul travel, repeat trips, and year-round tourism sustainability.

“By strengthening connectivity, establishing a stronger 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,” Deputy Minister for Marketing Ni Made Ayu Marthini said.

Held on a rotating basis among ASEAN member states, ATF TRAVEX brings together buyers from more than 50 countries and serves as a key platform for regional tourism businesses and policymakers.

Beyond B2B meetings, ATF TRAVEX 2026 provides a platform for ASEAN member states to present their tourism policies and priorities through the National Tourism Organization (NTO) Media Briefing, enhancing transparency and engagement with international media.

At ATF TRAVEX 2026, Indonesia features a 54-square-meter Wonderful Indonesia Pavilion themed “Go Beyond Ordinary.” For this event, the Ministry of Tourism is collaborating with the Indonesian Embassy in Manila and industry partners as co-exhibitors.

Nine Indonesian tourism stakeholders, including tour agents and operators and hotel groups, are showcasing offerings from key destinations, including Ten Priority Tourism Destinations and Three Regenerative Tourism Destinations, while highlighting experience-led products such as marine, wellness, gastronomy, and Muslim-friendly tourism.

During ATF TRAVEX 2026, the Wonderful Indonesia Pavilion engages industry partners and visitors through interactive activations, including destination information services, promotional materials, and visitor surveys to capture market insights. 

The pavilion also features traditional cultural performances and highlights signature Indonesian products, such as coffee, reflecting Indonesia’s integrated approach to business, culture, and tourism on the regional and global stage.

Minister Widiyanti said Indonesia is targeting 16–17.6 million foreign tourist arrivals in 2026, supported by continued growth from ASEAN markets.

“ASEAN cooperation remains central to building a more connected, resilient, and sustainable regional tourism ecosystem,” she concluded.