East Java Adds 11 KEN Festivals, Targets Millennial and Gen Z Visitors

RRI.CO.ID, Jakarta - The Indonesian Ministry of Tourism reports that event tourism in East Java is now dominated by millennial and Gen Z visitors, who account for about 30 percent of event-based visits. To capitalize on this large digital market, the East Java Provincial Administration is banking on a combined eco-sport tourism concept and 11 cultural festivals that have been selected for the Karisma Event Nusantara (KEN) 2026 calendar.

“All of these events were curated by independent curators based on five assessment criteria. Those criteria include idea and innovation, event management, financial management, communication and marketing strategy, and impact analysis,” said Ministry of Tourism Spokesperson, Nia Niscaya, in Jakarta on Wednesday, 9 July 2026.

Nia explained that through this curation process the ministry ensures events listed in KEN meet high quality standards. Festivals must showcase regional uniqueness, enhance destination appeal, and generate positive effects for tourism and the local economy.

The 11 events begin with the Rujak Uleg Festival on 9 May and Surabaya Vaganza on 23 May in Surabaya, followed by the National Reog Ponorogo Festival from 6–15 June 2026. Next are Segoro Topeng Kaliwungu Lumajang on 27–28 June, Ronthek Pacitan Festival on 3–5 July, and the Banyuwangi Ethno Carnival on 10–12 July 2026.

The festival line-up continues with Jember Fashion Carnaval on 24–26 July, Tong Tong Night Market in Malang from 30 July–2 August, and the Open Trenggalek Jaranan Festival on 21–27 September. In October, Festival Musik Tong Tong in Sumenep will run 17–18 October, followed by Gandrung Sewu in Banyuwangi on 22–24 October 2026.

She added that among these 11 events, Jember Fashion Carnaval and the National Reog Ponorogo Festival were also named Top KEN 2026.

“Both events have demonstrated consistency in organization, strong appeal to visitors, and significant economic impact for their regions. For example, the 2025 Jember Fashion Carnaval generated an estimated economic turnover of around IDR 120 billion (USD 6.64 million),” said Nia, as quoted by Antara.

Nia also praised the East Java Provincial Administration for declaring itself a province of events. She noted that tourism events such as Meetings, Incentives, Conventions and Exhibitions (MICE); sport tourism; performing arts; festivals and music concerts; and other events have become powerful drivers of visitor arrivals and destination development.

She said event tourism contributes about 30 percent of both international and domestic tourist arrivals in East Java. Many visitors come specifically to attend events, particularly sport tourism events that are popular among and dominated by millennial and Gen Z travelers.

The Ministry of Tourism continues to encourage all regions to actively develop event-based tourism. The main focus is on sport tourism, combined with fitness activities, adventure, and experiential offerings for visitors.

The aim is to attract higher-quality tourists, which are those who stay longer, spend more, and demonstrate greater concern for the environment and sustainable tourism.

Earlier, East Java Culture and Tourism Agency Head, Evy Afianasari, declared the province as the region with the largest number of events to stimulate visitor numbers. The move followed data showing about 30 percent of travelers to East Java visit specifically to attend events held across 38 regencies/cities.

Evy said one provincial strategy is to optimize sport tourism as an economic driver and as a way to increase visitor numbers, including international tourists.

She believes the strengthened eco-sport tourism concept can boost foreign arrivals, citing the Mantra 116 event, which drew 4,014 runners from 22 countries in Europe, Africa, and Asia. ***