Digital Narrative and AI Strategy to Boost Indonesian Tourism
The Ministry of Tourism (Kemenpar) has emphasised the importance of the power of narratives on social media in influencing tourist decisions. The right narrative is considered capable of transforming perceptions while simultaneously triggering interest among tourists to experience new adventures across the country’s various destinations.
A Special Staff for Public Communication and Media to the Minister of Tourism, Apni Jaya Putra, stated that collaboration between industry players and journalists is crucial in building credible narratives. “As tourism industry players and tourism journalists, it is our duty to orchestrate narrative values that are proven, validated, and true,” he said during a media briefing in Jakarta on Friday (05/06/2026).
According to Apni, the human brain naturally absorbs information more easily through visuals. Indonesia’s rich history, culture, and nature will be much more effectively marketed if packaged with attractive visuals supported by deep narratives, such as folklore or local beliefs.
The utilisation of Artificial Intelligence (AI) was also identified as a primary catalyst. AI allows narratives to be tailored to the keywords most frequently searched by tourists, ensuring that information is delivered with greater precision. “Wherever the place, we always have stories and destinations. Therefore, the combination of narrative storytelling with AI will become a significant strength,” Apund added.
The current younger generation tends to move away from conventional search engines like Google, turning instead to visual platforms such as TikTok and Instagram to find recommendations for dining and travel destinations.
In line with this, Brand Strategist & Founder of Konner Advisory, Silih Agung Wasesa, argued that the government does not always need to rely on high-cost public figures. Currently, nano-influencers—social media users with small followings but high engagement—actually possess a significant impact.
Silih highlighted the phenomenon of ‘SJW’ (Social Justice Warrior) or groups driving social issues, which often consist of ordinary individuals who are capable of making a destination go viral through honest and engaging short videos.
With the combination of AI technology and authentic narratives, Indonesian tourism is expected to compete more efficiently on the global stage, particularly in reaching the highly active younger generation on digital platforms.