Free But Fantastic: The Paradox of Jateng Fair 2025's Strategy in Building a Sustainable Tourism Ecosystem

Abstract

This article explores the paradoxical strategy of Jateng Fair 2025, where free admission generated substantial economic value while building a sustainable tourism ecosystem in Semarang, investigating how removing entry barriers can paradoxically increase economic transactions, strengthen stakeholder networks, and foster long-term tourism sustainability in urban destinations. Methodology/Design/Approach – Employing qualitative case study methodology with thematic analysis, this research utilized participant observation during the 10-day event (June 27 - July 6, 2025), in-depth interviews with PRPP Semarang officials and partner hotel representatives (Azana Airport, Fovere Bandara, New Puri Garden, Louisekeane, Khas Hotel), and document analysis of visitor statistics, transaction data, and promotional strategies, focusing on understanding how free-admission paradoxically creates value within sustainable tourism frameworks. Findings – The free-admission strategy attracted 108,360 visitors generating IDR 4.83 billion in transactions, demonstrating the paradox of "free creating value," while integrated digital-physical promotion and sequential supporting events (Light Wonderland, Fusion Food Competition, Festival Maerakaca, Muslim Fair) extended impact beyond the main event period, and multi-stakeholder collaboration created symbiotic relationships between event organizers, hotels, local businesses, and cultural attractions, establishing foundations for sustainable tourism development despite limited comprehensive occupancy documentation. Originality of the research – This research uniquely examines the "free but fantastic" paradox in mega-event management, demonstrating how eliminating financial barriers can catalyze sustainable tourism ecosystems, with originality lying in revealing how strategic free-admission policies, combined with multi-stakeholder integration and digital-physical synergy, create sustainable economic multiplier effects that transcend traditional event tourism paradigms.

Keywords : Sustainable tourism; Free-admission paradox; Tourism ecosystem; Event strategy; Economic sustainability; Stakeholder collaboration;