ID's new event discovery platform marries tourism with tech and sustainability

Indonesia's ministry of tourism and creative economy is embracing digital innovation to amplify its tourism agenda, launching a new content-driven platform called Event By Indonesia. Unveiled in early July, the initiative seeks to help audiences discover, plan, and participate in events across the archipelago - from large-scale festivals to hyperlocal cultural gatherings.

Accessible via Instagram, TikTok and YouTube, Event By Indonesia functions as a digital catalogue of happenings across six key categories: Music, Creative, Culinary, Sports and Wellness, Arts and Culture, and Carnival. Events listed span multiple tiers - international, national, regional, MICE (Meetings, Incentives, Conferences, and Exhibitions), and those included under the government's Karisma Event Nusantara (KEN) programme.

"Event By Indonesia is expected to make it easier for both local and international audiences to access information and enjoy the wide range of exciting events held across Indonesia," said Vinsensius Jemadu, the ministry's deputy for tourism products and event organisers, in a release.

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The platform signals a shift in how Indonesia's government views experience-led content as a driver of both tourism and national branding.

It does more than list dates and ticket links - it invites users into a visual storytelling ecosystem where each event is contextualised with food guides, cultural landmarks, and travel tips tailored to the location.

Offline activations will further extend the brand's digital footprint into real-world engagement. At select events backed by the platform, attendees will be encouraged to share their experiences on Instagram Stories in exchange for exclusive merchandise, in a move that blends community building with user-generated amplification.

Sustainability also takes centre stage. From low-waste event design to promoting local economic ecosystems, Event By Indonesia is pitched as a model for festive tourism that's mindful of its environmental and social impact.

"Event By Indonesia is also part of our effort to promote Indonesia as a leading destination through high-quality events that support the tourism sector," Jemadu said.

Indonesia's tourism rebound shows no signs of slowing. In 2024, the country welcomed 13.9 million international tourists - a 19% increase from the previous year and the highest figure in the last five years. The resurgence has emboldened the government to raise its sights, with targets set between 14.6 and 16 million foreign visitors in 2025. Projected foreign exchange earnings from this sector alone range from US$19 to US$22.1 billion.

Unsurprisingly, Bali continues to be the jewel in Indonesia's tourism crown. The island drew over 6.3 million international tourists in 2024 - nearly half of the national total. Efforts to shift attention beyond Bali are accelerating under the "10 New Balis" initiative, which promotes emerging destinations across the archipelago.

These emerging hotspots are also aligned with rising demand for sustainable travel. Programmes promoting eco-tourism, cultural immersion, and locally run village experiences are being rolled out in tandem with infrastructure investments and digital access improvements.

While foreign arrivals grab headlines, domestic travel continues to be the sector's bedrock. The government has set an ambitious target of 1.08 billion domestic trips in 2025. Lifestyle-driven campaigns, particularly those targeting Gen Z and Millennials, are being deployed alongside better transport networks and more accessible digital booking tools.

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