Jakarta. Nuanu Creative City hopes to have 5,000 to 6,000 people working across its ecosystem daily by 2030, as the Bali-based development seeks to establish itself as a major tourism destination and a source of economic opportunities.

CEO Lev Kroll said Nuanu also hopes to become a reason for 10% of visits to Bali by 2030, attracting travelers through art, cultural programming, events, conferences and other creative offerings.

“My hope is by 2030 that we will be a significant percentage of reasons to visit Bali,” Lev told Jakarta Globe in an interview.

The development, which spans around 44 hectares, combines art, culture, technology, tourism and residential projects. Lev said the company aims to build both a destination for visitors and an environment where people want to live and businesses can grow.

He described Nuanu as an experimental space for new approaches to development, including the use of technology and governance practices more commonly associated with technology and investment businesses.

“We wanted to build a space where existing amazing culture of Bali is curated and represented, but also that represents a bit culture of great Indonesia,” he said.

Beyond attracting visitors, Nuanu hopes to generate sustained demand for businesses operating within and around its ecosystem. Lev said its tourism and residential activities could support employment while creating demand for products and services from local suppliers, artisans and other businesses.

He said the 5,000 to 6,000 figure reflects his hope for the number of people working across Nuanu’s ecosystem daily by 2030, including those in technology-related fields and other specialized roles.

The company also wants to transfer expertise from international professionals to local talent, potentially enabling people from surrounding communities to take on higher-skilled positions.

“It’s not just 5,000, 6,000 jobs,” Lev said, pointing to opportunities to develop expertise in fields such as artificial intelligence and media arts.

Nuanu has also positioned investment in art and environmental preservation as part of its business strategy, rather than solely as cultural or charitable initiatives.

Lev said major art installations and exhibitions can attract visitors and support property sales, while preserving nature can help maintain Bali’s appeal to residents, tourists and investors. He argued that excessive development risks diminishing the island’s value for both local stakeholders and investors.

The company’s longer-term ambition is to create an ecosystem in which businesses benefit from access to customers, talent and commercial partners.

Lev said Nuanu hopes the volume of transactions generated through its ecosystem will eventually reach hundreds of billions of rupiah, although he did not specify a timeline or provide a formal projection.

“We hope that we will be a very big economic engine,” Lev said, describing the company’s ambition to support surrounding communities through employment and commercial opportunities.

He added that success should not be measured solely by the number of jobs created, but also by whether those jobs allow local residents to earn a living from their cultural heritage.

As an example, Lev cited cultural programming that enables children from neighboring communities to perform professionally and receive payment for their work.

For Nuanu, he said, creating opportunities for people to pursue cultural activities as a profession can help preserve heritage as a viable livelihood rather than leaving it as a side activity.

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