Table of Contents
1. Digital technology and use of AI
2. Sustainable tourism
3. Personalize travel
Jakarta, goldensamoyed Indonesia
—
Ministry
Tourism
(Kemenpar) RI revealed three megatrends
global
tourism is predicted to become even stronger in 2025. This megatrend reflects changes in the behavior of world tourists, especially in the use of technology, concern for sustainability, and the need for increasingly personalized travel experiences.
This was conveyed by the Assistant Deputy for Marketing Communication Strategy of the Indonesian Ministry of Tourism, Firnandi Gufron, at the tiket.com Tourism Trends 2025 & Outlook 2026 event in Jakarta, Tuesday (16/12).
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According to Firnandi, these three global megatrends are interrelated and are important factors in determining the direction of future tourism development.
The following are three global tourism megatrends for 2025 explained by the Ministry of Tourism:
1. Digital technology and use of AI
The first megatrend is digital technology, especially the use of artificial intelligence (AI).Firnandi explained that global tourists are now starting to switch from search engines to AI in planning trips.
“So the use of AI is also in the planning and booking phase, where 47 percent use AI. This is the information from the Skyscanner Survey,” said Firnandi.
AI is not only used to find inspiration, but also helps tourists make travel plans and book tickets and accommodation.
2. Sustainable tourism
The second megatrend is the sustainability aspect.Firnandi said that sustainable tourism is not only about the environment, but also includes diversity, flexibility, balance of life, and preservation of nature and the environment.
Tourists’ awareness of the social and environmental impact of their travel is now increasing.This encourages the tourism industry to provide more responsible and sustainable experiences.
3. Personalize travel
The third megatrend is travel personalization.Today, travelers increasingly rely on AI to get travel recommendations that are accurate and tailored to personal preferences.
Firnandi explained that previously tourists went through several phases in planning their trip.Starting from the dreaming phase which is exposed to social media, then searching and planning via search engines, continued with booking, experiencing, and closing with sharing.
“Before AI became heavy in 2024-2025, people searched for information gradually. But now people have started to go straight into AI,” said Firnandi.
Seeing these changes, the Ministry of Tourism is trying to adjust its marketing strategy by developing AI called MaIA (Meticulous Artificial Intelligence of Indonesia).
Firnandi said, of the six National Tourism Organization (NTO) countries in the world that are developing AI, Indonesia is currently in the leading position in the web-based category.
“Across the world there are six NTOs developing AI. As of today, we can say we are the best. MaIA from the NTO side, web-based, we are one of the best today,” he said.
MaIA is designed to provide recommendations according to the characteristics of potential tourists and has three main functions.First, as a travel planner to prepare itinerary recommendations.Second, as a travel companion that allows tourists to ask questions using text or voice in various languages.
Third, as a command center for the Ministry of Tourism by providing data and insight as a basis for policy making.
“So we are responding to megatrends, the direction is towards AI and we are preparing MaIA,” concluded Firnandi.
(ana/tis)
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