As the global tourism industry rebounds and reshapes itself in the wake of recent disruptions, new trends are emerging that blend cutting-edge technology, immersive cultural experiences, and a renewed focus on luxury. In late November 2025, these themes converged at two major events: the 2025 Xianghu Dialogue of the World Tourism Alliance in Hangzhou, China, and the International Luxury Travel Market (ILTM) Cannes in France, where Indonesia took center stage as a rising star in luxury and experiential travel.
At the heart of these developments is the growing influence of artificial intelligence (AI) on how travelers plan and experience their journeys. According to China Daily, the Xianghu Dialogue gathered about 400 representatives from 30 countries and regions, including leaders from international organizations, tourism authorities, and travel enterprises, to explore the theme “Beyond Boundaries: Exploring Infinite Possibilities of Tourism.” The conversation was dominated by the ways AI is transforming the sector, from instant itinerary advice to tailored recommendations for cuisine, culture, and sustainable travel.
“Tourism is a people-centered business. The most valuable parts are the services delivered by people and individual experiences. Therefore, focusing on real experiences and demands, and solving problems are the most important principles for using AI,” said Zhuang Zhuoran, CEO of Fliggy, Alibaba’s online travel platform, during his keynote speech. Fliggy’s AI travel assistant, AskMe, launched in April 2025, exemplifies this approach by offering personalized trip planning and even providing detailed explanations of cultural artifacts with just a photo.
The integration of AI is not just about convenience—it’s about a comprehensive, long-term transformation that touches every corner of the industry. Sun Hui, secretary-general of the Tencent Culture and Tourism Research Institute, explained, “We are promoting AI applications in various areas, including scenic spots, cultural and tourism enterprises, and museums. Visitors can use intelligent tour assistant tools and virtual tour guides, and have immersive virtual reality or augmented reality experiences.”
Efficiency gains are already evident. Wang Wei, senior vice-president of Trip.com Group, noted that AI-driven data algorithms now identify travel trends and offer recommendations tailored to user profiles, from surfing for young adults to family resorts for vacationing parents. “If a travel platform’s app can be compared to shelves in an offline supermarket, AI has enabled users to accurately locate the items they want,” Wang said.
These technological advances are set against a backdrop of rapid economic growth. The World Travel and Tourism Council forecasts that by 2035, the industry will inject $16.5 trillion into the global economy, representing 11.5 percent of global GDP. China alone is expected to contribute over 27 trillion yuan ($3.81 trillion), supporting more than 100 million jobs and adding nearly 20 million new roles in the next decade.
Digital technology, including AI, AR, and VR, is also driving supply chain transformations and enhancing customer service. Sarah Wang, the WTTC’s regional director for Asia, highlighted the impact of China’s digital payment systems, which have made transactions smoother and more secure for travelers. Meanwhile, policy changes such as expanded visa-free coverage and longer stays for foreign visitors have further boosted inbound tourism. The 2025 Asian Winter Games in Harbin and the World Games in Chengdu, for example, significantly increased travel to those cities, with many tourists now seeking immersive cultural experiences rather than just traditional sightseeing.
While China’s tourism sector is embracing tech-driven personalization, Indonesia is making headlines for its surge in luxury and experiential travel. As reported by Forbes, Indonesia is appearing on more “where to go next” lists, thanks to its authentic culture, breathtaking landscapes, and the rise of exclusive travel experiences. Silolona Sojourns, a pioneer since 2002, has expanded its luxury yacht offerings to include individual cabin bookings on themed journeys. These range from cultural and surfing expeditions in Sumba and Komodo, to underwater adventures in Cenderawasih Bay and Raja Ampat—areas renowned for their biodiversity, often compared to the Galapagos.
Travelers can choose from a 10-day voyage through the Savu Sea, a 14-day underwater exploration in West Papua, a 7-day Komodo National Park adventure, or a 9-day trip to the remote Alor Archipelago, each offering a blend of local culture, wildlife encounters, and world-class diving. All journeys are enhanced by culinary experiences crafted by island-raised chefs and guided by crews eager to share their knowledge of local traditions. “Guests interested in underwater explorations in an area compared to the Galapagos in species diversity as well as truly remote cultures can select a 14 day voyage to Cenderawasih Bay and Raja Ampat in West Papua,” Forbes noted, underscoring the unique appeal of these trips.
Indonesia’s luxury tourism ambitions were on full display at ILTM Cannes 2025, one of the world’s most prestigious luxury travel shows. According to official reports, over 2,200 international luxury travel sellers and buyers from 85 countries attended, alongside global media and industry influencers. Indonesia’s Ministry of Tourism seized the moment, holding more than 100 prescheduled business meetings to promote the country’s premium offerings—luxury marine destinations, wellness retreats, refined gastronomy, yacht charters, and bespoke travel services.
This push is part of the “Go Beyond Ordinary” global branding campaign, which aims to position Indonesia as a destination where luxury meets authenticity. Ni Made Ayu Marthini, Deputy Minister for Marketing, explained, “Through Go Beyond Ordinary, Indonesia is positioning itself as a destination that offers more than just beautiful scenery—it’s an experience that touches the soul.” Partnerships with luxury brands like Celestia (yachts), Samabe Bali Suites and Villas, and One Eleven Resorts Bali further cement Indonesia’s reputation for high standards and exceptional service.
Recognition has followed. In 2025, 33 Indonesian hotels earned the prestigious Michelin Keys, and several establishments landed on the Tatler Best Awards 2025 list of the Best 100 in Asia Pacific. These accolades underscore the country’s growing stature as a world-class destination for luxury stays, fine dining, and elevated hospitality.
But Indonesia’s strategy goes beyond glitz and glamour. The Ministry of Tourism is committed to sustainable growth, ensuring that luxury tourism supports local communities, preserves the environment, and respects cultural heritage. This approach not only enriches the traveler’s experience but also creates jobs and drives economic development. As luxury tourism infrastructure expands—with more upscale resorts, boutique hotels, and gourmet dining options—the benefits are expected to ripple throughout the economy.
For travelers, the message is clear: whether seeking AI-powered personalization in China or bespoke luxury in Indonesia, the future of tourism lies in experiences that are both meaningful and memorable. As these countries chart their course beyond boundaries, the world is taking notice—and the possibilities for global travel seem truly infinite.
With technology and tradition working hand in hand, and a renewed commitment to sustainability and authenticity, Asia’s tourism leaders are setting a new standard for what it means to explore the world in 2025 and beyond.
