Music Takes Center Stage in Indonesia’s Tourism Push

KBRN, Jakarta: Indonesia’s Ministry of Tourism is turning up the volume on its cultural agenda, spotlighting music as a key driver of domestic and international tourism.

Tourism Deputy Minister Ni Luh Puspa emphasized the role of music, especially traditional and ethnic genres, as a strategic attraction within the country’s flagship cultural calendar, Kharisma Event Nusantara (KEN).

Speaking at the 2025 Indonesian Music Conference (KMI) in Jakarta on Friday, October 10, 2025, Puspa said the ministry aims to elevate regional music traditions as a tourism magnet.

“We want ethnic music to be more than just entertainment. It should be a cultural invitation, something that draws people to explore Indonesia’s diversity,” she said, as quoted by antaranews.com.

KEN, launched as a cultural showcase by the Ministry of Tourism, curates events across the archipelago to boost visitor numbers through locally rooted experiences. This year’s edition features 110 curated events in 38 regions, each designed to highlight local wisdom and artistic heritage.

The 2024 iteration of KEN drew more than 8.4 million visitors, marking a 13.5 percent increase from the previous year.

The program also mobilized over 29,000 small businesses, 74,000 event workers, and 172,000 artists, generating IDR 13.5 trillion in economic circulation and contributing IDR 238.2 billion to Indonesia’s gross domestic product.

Reflecting on the impact, Puspa said music and cultural festivals have proven to be powerful tools in promoting tourism destinations.

She called on the Indonesian Hotel and Restaurant Association to incorporate traditional music into hotel soundscapes, helping guests connect with local culture from the moment they check in.

To further integrate music into tourism offerings, the ministry is encouraging the development of music-themed travel packages, citing Ambon in Maluku as a successful model.

Recognized by UNESCO as a City of Music since 2019, Ambon has become a blueprint for how music can shape a city’s identity and tourism appeal.

Puspa also urged organizers to stage national and international music festivals that blend cultural richness with community engagement. “Music is not just a performance, it’s a movement,” she said. “And it’s one that can carry Indonesia’s cultural story to the world.” ***