In 2025, the Pacu Jalur Festival in Riau, Indonesia, went viral. With the international spotlight on Riau, this event demonstrated the power of cultural heritage to drive tourism growth, evidenced by one of Sumatra’s most exciting annual events.
Held along the Kuantan River in Kuantan Singingi Regency in August 2025, the Pacu Jalur Festival – a traditional long-boat racing event with roots stretching back centuries – drew both domestic and international visitors eager to experience this unique cultural spectacle.
Following a major spike in interest online, the most recent edition helped boost tourism to Riau by an estimated 35% through the autumn and winter, as tourists from across Indonesia and abroad flocked to witness the race and its accompanying cultural programme.
The festival features teams of up to 50–60 paddlers competing in elaborately carved wooden boats called jalur, powered by rhythmic effort, community spirit and deep cultural significance. Alongside the races, visitors can enjoy traditional music, dance performances, local markets and regional cuisine that together create a richly immersive experience.
High-profile support from national leaders, including attendance by Indonesia’s Vice-President during the opening ceremonies in August, highlighted the event’s growing importance as both a cultural showcase and economic driver for the region.
Local authorities have noted that the festival not only elevated Riau’s profile in cultural tourism but also injected momentum into the local economy. Hotels and homestays reported strong bookings throughout the event, while small businesses and artisans benefited from increased visitor spending.
Looking ahead, the success of Pacu Jalur in 2025 sets the stage for greater tourism diversification in Riau in 2026, positioning the region as a year-round destination where heritage, nature and adventure converge.
