Sarinah Drives MSME Upgrading Through Tourism Ecosystem
Sarinah is encouraging micro, small and medium enterprises (MSMEs) to move up the value chain through business capacity strengthening and expanded market access within Indonesia’s tourism ecosystem. The effort is being carried out through the InJourney UMKM by Sarinah Pandu programme, which combines MSME coaching with access to retail, airport, tourism destination and hotel ecosystems.
InJourney President Commissioner Iwan Setyawan said MSMEs play an important role in strengthening Indonesia’s tourism value chain. However, that potential needs to be supported by improved capacity, product quality and access to wider markets.
“MSMEs are not only part of the economy, but also an important part of Indonesia’s tourism ecosystem,” Iwan said.
According to him, InJourney UMKM by Sarinah Pandu is expected to open more space for MSMEs to grow, improve competitiveness and become part of the tourism value chain.
“Through this programme, we want to open more space for MSMEs to grow together with the InJourney ecosystem,” he said.
InJourney Director of Human Resources and Digital Herdy Harman added that strengthening MSMEs is part of efforts to build a tourism ecosystem that provides broader and more sustainable benefits.
“MSMEs are the backbone of the economy as well as part of the nation’s future,” Herdy said.
For that reason, the programme does not only focus on training, but also on continuous coaching. MSMEs are encouraged to improve capacity, build networks, understand market needs and create greater business opportunities.
“We are building a sustainable coaching process, not just a training programme,” he said.
InJourney UMKM by Sarinah Pandu is being followed by 81 MSMEs. Participants receive a series of coaching activities ranging from capacity building and curation to opportunities to take part in exhibitions and conduct market testing. The programme series began with the MSME curation process on 8-9 July 2026. Activities then continued with a Training of Trainers (ToT) for 25 Sarinah trainer talent pool members on 13-17 July 2026.
In the programme, Sarinah also developed 10 learning modules prepared based on its existing learning framework, the need to improve MSME capabilities and market needs.
Participants then took part in capacity building on 8-11 August 2026 at Sarinah Thamrin. The series of activities continued with the InJourney UMKM by Sarinah PANDU Expo on 12-14 August 2026 at Area Pusaka, Sarinah. The expo served as a space for MSMEs to showcase products while gaining market testing experience and building business networks. After that, nine MSMEs were selected to take part in Festiloka by BRImo on 16-17 August 2026.
President Director of PT Sarinah (Persero) Raisha Syarfuan said the collaboration is a step to expand Sarinah’s experience in MSME coaching through Sarinah Pandu.
“Through Sarinah Pandu, we have built experience in MSME coaching, including the development of syllabi, modules and trainers,” Raisha said.
For her, strengthening the capacity of business actors is part of Sarinah’s role as a retail-based cultural experience centre. Through the collaboration, the 81 MSMEs are expected to continue growing and become connected to Indonesia’s tourism ecosystem as well as wider markets. InJourney UMKM by Sarinah Pandu is expected to become a platform that brings together coaching, curation and market access.