ASTINDO Chair: AI Era Strengthens Travel Agents' Position as One-Stop Solution
The Indonesian Travel Agent Association (ASTINDO) officially opened the ASTINDO Travel Fair (ATF) 2026 at the Main Atrium of PIK Avenue, Jakarta. The exhibition, running from 20–23 August 2026, marks an important moment for Indonesia’s tourism industry amid complex global market dynamics.
ASTINDO Chairwoman Pauline Suharno expressed optimism about the resilience of Indonesia’s travel market. Citing data from the International Air Transport Association (IATA), Pauline revealed that while the international market experienced a slight correction, the domestic sector showed positive performance.
“From January to July 2026, Indonesian travel agents experienced a 2.8 per cent year-on-year decline in international sales. However, the good news for the Ministry of Tourism is that our domestic sales actually increased by 1.68 per cent at a time when major countries such as China, Japan, and the United States are showing weak demand,” Pauline said in Jakarta on Thursday (20/8).
During the exhibition opening, ASTINDO also demonstrated social concern by raising donations for earthquake victims in East Nusa Tenggara (NTT). Pauline invited participants and visitors to make tangible contributions through various payment channels, from cash to QRIS.
“We stand in solidarity with our NTT branch. We are raising donations for our brothers and sisters affected by the earthquake tragedy there. We hope this contribution can ease their burden,” she added.
Responding to technological developments, Pauline asserted that the role of professional travel agents remains irreplaceable by digital algorithms or artificial intelligence (AI). According to her, travel agents are trusted advisers who provide a human touch and peace of mind for travellers.
“In this era of ChatGPT or AI, professional travel agents stand stronger as a one-stop shopping solution. We are not merely booking machines or ticket scalpers, but travel curators who manage everything from tickets, premium accommodation, to insurance under one roof,” she emphasised.
ASTINDO Travel Fair 2026 occupies an area of 1,073 square metres and is supported by various strategic partners, including BCA as the main banking partner. BCA EVP Transaction Banking Business Development, Norisa, expressed support for driving the growth of the national tourism industry through various exclusive promotions.
“BCA wants to provide added value through various payment methods, from credit cards, debit cards, QRIS, to Paylater in myBCA. We hope this synergy makes it easier for the public to plan their travels,” said Norisa.
The exhibition is also supported by various international tourism bodies (NTOs) such as the China Cultural Centre, Korea Tourism Organization, Taiwan Tourism Administration, and Hong Kong Tourism Board. Visitors can enjoy various attractive programmes such as product launches, destination presentations, and lucky draws with holiday package prizes and travel vouchers throughout the four-day event.