Digital Narrative and AI Strategy to Boost Indonesian Tourism

The Ministry of Tourism has emphasised the critical power of social media narratives in influencing traveller decisions. The right narrative is believed to be capable of changing perceptions while sparking interest among tourists to try new experiences across the nation’s various destinations. Special Staff to the Minister for Public Communication and Media, Apni Jaya Putra, stated that collaboration between industry players and journalists is crucial in building credible narratives. “Our job as tourism industry players and tourism journalists is to orchestrate narrative values that are proven, validated, and truthful,” he said during a media gathering 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 marketed far more effectively if packaged with compelling visuals supported by deep narratives, such as local folklore or beliefs. The utilisation of Artificial Intelligence (AI) technology was also cited as a primary catalyst. AI allows narratives to be tailored to the keywords most searched by tourists, ensuring information is delivered more precisely. “Wherever the place, we always have a story and a destination. That is why the blend of narrative storytelling with AI will become a powerful force,” Apni added. The younger generation currently tends to abandon conventional search engines like Google and switch to visual platforms such as TikTok and Instagram to seek recommendations for places to eat and tourist destinations. In agreement with this, Brand Strategist & Founder of Konner Advisory, Silih Agung Wasesa, argued that the government does not need to constantly rely on public figures with exorbitant fees. Currently, nano influencers, or social media users with small follower counts but high engagement, actually have a significant impact. Silih highlighted the phenomenon of “SJW” (Social Justice Warrior), groups driving social issues who are often ordinary people, yet capable of making a destination go viral through short, honest, and engaging videos. With the combination of AI technology and authentic narratives, Indonesian tourism is expected to compete more efficiently on the global stage, especially in reaching the younger generation who are highly active on digital platforms. (Ant/Z-1)