Millennials And The Era Of Society 5.0: Digitalized Transformation Tourism In Indonesia

Abstract

This research aims to analyze the role of Generation Z in transforming the tourism industry in Indonesia, particularly in driving the rapid growth of digitalization in the modern era. As a generation that has grown up with internet technology, mobile devices, and social media, Gen Z plays a crucial role not only as consumers of tourism services but also as active contributors to digital content that shapes destination popularity. This research employs a qualitative method with a descriptive discussion approach, utilizing secondary data obtained from journals, articles, reports, and other relevant literature. The findings indicate that Generation Z significantly influences the promotion and development of tourist destinations through digital platforms. They actively share travel recommendations, visual content, and reviews on social media platforms such as Instagram, TikTok, and YouTube, functioning as “digital marketers” who indirectly support tourism branding efforts. The study further reveals that Gen Z travelers prefer personalized, authentic, and experience-based tourism activities. They seek unique destinations that offer cultural richness, natural beauty, and opportunities for meaningful engagement. Their digital participation has also created new trends in tourism consumption, including real-time sharing and viral destination phenomena. Additionally, the study highlights that digitalization driven by Gen Z enhances the global competitiveness of Indonesian tourism by increasing visibility, expanding promotional reach, and encouraging innovation among tourism stakeholders. Overall, the findings underscore the strategic potential of Generation Z as both consumers and promoters in accelerating Indonesia’s tourism digitalization, making them a key demographic in shaping the future of the tourism industry.