Event-Led Tourism Development and Hospitality Performance: Evidence from Cultural and Tourism Events

Abstract

In recent years, Surakarta has become an area with a fairly strong economy. Infrastructure development and improved tourism facilities, including those in the hospitality sector, have made it a popular destination for tourists. Additionally, the hosting of national and international events has added value for visitors to Surakarta. Our study aimed to investigate the growth and development of tourism dynamics by presenting empirical evidence of the impact of tourist visits, event organisation and room occupancy rates in Surakarta in 2025, using multiple regression analysis. The results indicate that several international events, such as the Solo International Performing Arts Festival and the Umbrella Festival, positively impact room occupancy rates. Furthermore, events that attract many local tourists, such as Grebeg Sudiro and Haul Habib, have the greatest impact of all. Based on these results, we recommend formulating a tourism development strategy that integrates event organisation with hotel management policies. The local government should prioritise supporting events with broad and consistent appeal in both the international and domestic markets and ensure a continuous event calendar throughout the year to reduce fluctuations in room occupancy rates. Additionally, collaboration between the government, the hospitality industry and the local cultural community must be strengthened to maximise the sustainable economic impact of tourism on Surakarta City.

Keywords:  events, hospitality, Surakarta, tourism,