The current phenomenon of artificial intelligence (AI) usage is very high, spreading across all sectors. Advanced features quickly enable anyone to not only access but also create new creations. This phenomenon has also impacted the tourism industry, and the Indonesian Ministry of Tourism has responded, with the primary goal of utilizing AI to improve tourism services.
In late November (November 28, 2025), at the Sapta Pesona Building in Jakarta, the Minister of
Indonesian Tourism, Widiyanti Putri Wardhana, officially launched an AI system called MaiA (Meticulous Artificial Intelligence of Indonesia), as part of Indonesia’s Tourism 5.0 priority program. Tourism 5.0 is a tourism concept that combines advances in digital technology—such as artificial intelligence (AI), augmented reality (AR), blockchain, and the Internet of Things (IoT)—with principles of sustainability and humanitarian values.
The MaiA intelligent platform is a digital companion designed to revolutionize the way tourists plan and enjoy their trips in Indonesia. “The launch of MaiA is a concrete manifestation of the government’s commitment to creating a smart, inclusive, and sustainable tourism ecosystem,” stated Tourism Minister Widiyanti Putri Wardhana. Likewise, the Ministry of Tourism’s AI Development Team Lead, Pradhana H.S., vouched for MaiA’s capabilities. “Whatever questions we have about Indonesian tourism, whatever the traveler, MaiA will answer them,” Pradhana emphasized.
MaiA boasts several interesting features. For example, Personalized Recommendations: destination recommendations tailored to individual interests; Automatic Itinerary: instant itinerary planning; Inclusive Access: available in multiple languages (including Indonesian, English, French, Arabic, and Chinese); and, last but not least, Audio Interaction: users can ask questions via audio devices, with a recorded word correction feature, making interactions easier. Those interested can access it on the indonesia.travel website.
