At the fifth session of short courses, Nur Rahma Asri Saraswati as CMO of Agradaya talked about social enterprises as catalysts of regenerative tourism. This session was moderated by Rendy Ega Pradhana, M.B.A. as a lecturer of Universitas Diponegoro. Asri introduced Agridaya Indonesia that was founded in 2017. Basically Agradaya Indonesia is dedicated to empowering rural communities through sustainable agriculture and the production of premium spice and herbal products. Agradaya Indonesia works closely with local farmers and employs eco-friendly methods such as Natural Agriculture, Solar Dome drying technology, and fair pricing initiatives. Agradaya’s products cater to various sectors including retail, food, extraction, and pharmaceuticals, positioning the company as a leader in ethical and regenerative agribusiness.
Asri explained the role of social enterprises based on her experiences. She divided it into three parts arranged in a pyramid. The base layer is to ensurring local wisdom, traditions, and natural resources remain central. The mid layer is about agroforestry as the economic and sustainability foundation. And the top layer is about regenerative tourism. In addition, she also discussed a journal she read related to “Agritourism As a Catalyst for Sustainable Rural Development” and gave some key findings.
Then, she explained about regenerative tourism and its activity in her opinion. According to her opinion, The community’s main activities rely on the natural resources available, especially the highland area where different crops are grown together using intercropping methods. Not only that,by applying sustainable practices that are aligned with local culture and wisdom, Tourism can also bring in extra income.
The discussion session was highly engaging, featuring various insightful questions that enriched the dialogue. Participants explored topics such as the importance of establishing business entities in tourist villages to enhance the added value of local agricultural products, the potential of processing industries to strengthen regenerative tourism, and the forms of support that can be provided by local and national governments. The discussion also expanded to a global perspective, touching on how such initiatives can influence younger generations—particularly Gen Z—within the broader context of sustainable and inclusive rural development. This exchange of ideas reflected the diverse viewpoints and growing global interest in regenerative tourism as a catalyst for long-term community empowerment.
