Strategic Roadmap for AI-Driven Sustainable Tourism Development in Indonesia: An Expert-Based MCDM Approach

While rich in cultural and natural assets, Indonesia's tourism sector faces substantial challenges in adopting digital technologies, particularly artificial intelligence (AI). The persistent digital divide between more developed and remote regions within Indonesia and limited AI readiness among tourism micro, small, and medium enterprises (MSMEs) hampers the sector's inclusive and sustainable growth potential. This study aims to identify and prioritize strategic directions for AI-driven tourism development in Indonesia by employing an expert panel method integrated with the Analytic Hierarchy Process (AHP). In 2025, this study was carried out in various provinces across Indonesia. Through structured pairwise comparisons, the research analyses expert judgments to rank five core strategies: strengthening digital infrastructure, enhancing AI literacy for MSMEs, developing an integrated national AI tourism platform, formulating ethical and data governance frameworks, and promoting sustainable AI utilization. The results revealed that digital infrastructure development is the most critical enabler, followed by capacity building for MSMEs. These two priorities form the foundational basis upon which other strategies depend. The study concludes that a phased and inclusive approach to AI integration is essential, supported by targeted investments, regulatory clarity, and cross-sector collaboration. It recommends a national policy roadmap that ensures AI technologies serve economic objectives and the goals of community empowerment and environmental preservation, positioning Indonesia as a regional leader in sustainable, AI-powered tourism development.