Gen Z Key to Driving Sustainable Tourism Transformation

JAKARTA, Jakartaweekly.com — Deputy Minister of Tourism Ni Luh Enik Ermawati emphasized that young people, particularly Generation Z (Gen Z), play a pivotal role in advancing Indonesia’s tourism sector toward greater sustainability.

Ni Luh—widely known as Ni Luh Puspa—said that Gen Z should not be seen merely as consumers of tourism, but as key drivers of change.

“With their creativity, environmental awareness, and digital capabilities, young people can help foster a more responsible, inclusive, and sustainable tourism industry,” she said in a press statement on Thursday, April 30, 2026.

She added that synergy between the government and the younger generation is a critical factor in strengthening the direction of sustainable tourism development. The forum is expected to generate fresh ideas that can accelerate the transformation of the national tourism sector.

At the same time, Senior Advisor for Sustainable Development and Conservation at the Ministry of Tourism of the Republic of Indonesia, Frans Teguh, noted that young people are not only drivers of creativity but also a strategic market segment in the tourism industry.

According to him, this presents both opportunities and challenges in developing sustainable tourism. He cited issues such as food waste processing and waste management as areas where young people can make tangible contributions.

“I believe these movements are increasingly necessary as we aim to be part of the solution for both present and future generations,” Frans said.

Frans stressed that sustainable tourism is closely linked to responsible travel practices and efforts to pass on positive values to future generations. He expressed hope that discussions in the forum would translate into concrete actions, including strengthening ecotourism, promoting zero-waste initiatives, encouraging responsible travel campaigns, and fostering cross-sector collaboration.

Meanwhile, Rector of Universitas Pelita Harapan, Jonathan L. Parapak, said that the role of young people in developing sustainable tourism aligns with efforts to strengthen the sector as a key driver of the national economy.

“For the future of tourism, we must be better prepared,” he said.

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