Jakarta introduces government-backed AI to transform tourism experience

Indonesia has taken a decisive step in its digital tourism agenda with the launch of MaiA, an artificial intelligence platform designed to enhance traveller experiences and strengthen the country’s competitiveness in the global tourism landscape.

The system, unveiled by tourism minister Widiyanti Putri Wardhana (pictured), is now accessible through indonesia.travel and is positioned as a core element of the country’s Tourism 5.0 programme.

Speaking at the Sapta Pesona Building in Jakarta, Wardhana described the introduction of MaiA as a concrete reflection of the government’s broader digital tourism commitment. “The launch of MaiA is the actual implementation of the government's commitment to establishing a smart, inclusive, and sustainable tourism ecosystem,” she said.

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MaiA - short for Meticulous Artificial Intelligence of Indonesia - is designed as a traveller-first digital companion capable of offering personalised destination ideas, automatic itinerary creation, interactive maps, and multilingual destination summaries. By integrating context-aware recommendations and route planning, the platform aims to support visitors throughout their journey, from inspiration to on-the-ground exploration.

Wardhana presented MaiA as more than a technological milestone, framing it as a new ethos for the nation’s tourism approach. “This is our step toward shaping tourism that is not only beautiful to behold, but also intelligent and inclusive for all,” she said. She added that MaiA embodies a deeper connection to Indonesia’s cultural richness, elevating stories, experiences, and heritage through intelligent curation.

The rollout comes amid evolving global tourism behaviour, where demand for seamless, personalised, and easily accessible travel support has intensified. By introducing MaiA, Indonesia seeks to modernise its digital touchpoints while promoting sustainability and user-friendly experiences within its tourism ecosystem.

The ministry expects the platform to deliver immediate value to travellers and reinforce Indonesia’s positioning as an innovative destination in a crowded regional market. “Let us welcome MaiA as a step forward toward a more adaptive, competitive, and world-class future for Indonesian tourism,” Wardhana emphasised.

The launch event brought together government officials, tourism associations, industry stakeholders, and media from across Indonesia and abroad - underscoring the strategic significance of MaiA in the nation’s long-term tourism development.

AI-led consumer activity is increasingly shaping everyday behaviour, as Indonesia is on track to reach nearly US$100 billion in digital gross merchandise value (GMV) in 2025, according to the latest e-Conomy SEA 2025 report from Google, Temasek and Bain & Company.

Indonesia recorded 1.33 million foreign arrivals in October 2025, BPS data shows - a 4.83% dip from September but up 11.19% year-on-year. From January to October, international visits reached 12.76 million, growing 10.32% from the same period in 2024. Malaysia remained the top source market with 17.13%, followed by Australia (11.95%) and Singapore (9.43%).

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