{
    "success": true,
    "data": {
        "id": 1794246,
        "msgid": "digital-narrative-and-ai-strategy-to-boost-indonesian-tourism-1781023907",
        "date": "2026-06-09 22:39:00",
        "title": "Digital Narrative and AI Strategy to Boost Indonesian Tourism",
        "author": "Basuki Eka Purnama",
        "source": "MEDIA_INDONESIA",
        "tags": "",
        "topic": "Technology",
        "summary": "Indonesia's Ministry of Tourism is pushing for stronger digital storytelling and AI use to reshape tourist perceptions. Officials argue that authentic visual narratives, combined with AI-driven content, can precisely target travellers and leverage the power of nano influencers. The strategy aims to compete more efficiently in a global market where younger generations increasingly rely on social media platforms for travel inspiration.",
        "content": "<p>The Ministry of Tourism (Kemenpar) has emphasised the importance of\nthe power of narratives on social media in influencing tourist\ndecisions. The right narrative is considered capable of transforming\nperceptions while simultaneously triggering interest among tourists to\nexperience new adventures across the country\u2019s various destinations.<\/p>\n<p>A Special Staff for Public Communication and Media to the Minister of\nTourism, Apni Jaya Putra, stated that collaboration between industry\nplayers and journalists is crucial in building credible narratives. \u201cAs\ntourism industry players and tourism journalists, it is our duty to\norchestrate narrative values that are proven, validated, and true,\u201d he\nsaid during a media briefing in Jakarta on Friday (05\/06\/2026).<\/p>\n<p>According to Apni, the human brain naturally absorbs information more\neasily through visuals. Indonesia\u2019s rich history, culture, and nature\nwill be much more effectively marketed if packaged with attractive\nvisuals supported by deep narratives, such as folklore or local\nbeliefs.<\/p>\n<p>The utilisation of Artificial Intelligence (AI) was also identified\nas a primary catalyst. AI allows narratives to be tailored to the\nkeywords most frequently searched by tourists, ensuring that information\nis delivered with greater precision. \u201cWherever the place, we always have\nstories and destinations. Therefore, the combination of narrative\nstorytelling with AI will become a significant strength,\u201d Apund\nadded.<\/p>\n<p>The current younger generation tends to move away from conventional\nsearch engines like Google, turning instead to visual platforms such as\nTikTok and Instagram to find recommendations for dining and travel\ndestinations.<\/p>\n<p>In line with this, Brand Strategist &amp; Founder of Konner Advisory,\nSilih Agung Wasesa, argued that the government does not always need to\nrely on high-cost public figures. Currently, nano-influencers\u2014social\nmedia users with small followings but high engagement\u2014actually possess a\nsignificant impact.<\/p>\n<p>Silih highlighted the phenomenon of \u2018SJW\u2019 (Social Justice Warrior) or\ngroups driving social issues, which often consist of ordinary\nindividuals who are capable of making a destination go viral through\nhonest and engaging short videos.<\/p>\n<p>With the combination of AI technology and authentic narratives,\nIndonesian tourism is expected to compete more efficiently on the global\nstage, particularly in reaching the highly active younger generation on\ndigital platforms.<\/p>",
        "url": "https:\/\/jawawa.id\/newsitem\/digital-narrative-and-ai-strategy-to-boost-indonesian-tourism-1781023907",
        "image": ""
    },
    "sponsor": "Okusi Associates",
    "sponsor_url": "https:\/\/okusiassociates.com"
}