Jakarta. Indonesian conglomerate PT Astra International Tbk is helping promote tourism at the East Java's Kemiren village.

The company has the Desa Sejahtera Astra, the flagship rural empowerment program. Under this initiative, Astra helps Kemiren village preserve Osing culture. Since the village's inclusion in the program in 2024, Astra is working on making sure cultural preservation can go hand in hand with improving the community's quality of life. This program incorporates health, education, environment, and entrepreneurship.

The program has benefited around 300 residents and strengthened their role as key players in the tourism village.

There are now are 50 homestays with a total of 92 rooms, 40 local entrepreneurs in the culinary, crafts, and coffee sectors, and 40 Pokdarwis or tourist promotion group members involved in managing the tourism village and preserving Osing culture. The average income of Pokdarwis members has also increased by 33%, from Rp 1.5 million ($83.49) to Rp 2 million ($153) per month.

"Desa Sejahtera Astra Kemiren demonstrates that cultural preservation and community development can go hand in hand," Astra Chief of Corporate Affairs Boy Kelana Soebroto said.

"Through strengthening the health, education, environment, and entrepreneurship sectors, Astra believes that the Osing cultural heritage will not only remain sustainable but also provide broader benefits to the community through improved quality of life, business opportunities, and sustainable prosperity," he said.

Under this program, Astra has beefedup posyandu or community health centers. The company has also provided learning facilities for early childhood education. Astra has also supported local culture promotion to the younger generation to maintain the sustainability of Osing culture.

As tourism activities grow, environmental management has also become an important part of village development.

The community is assisted in managing organic and non-organic waste, utilizing livestock waste into organic fertilizer, developing biogas facilities, establishing environmental awareness groups, and providing waste and compost management facilities.

Astra has also empowered local MSMEs and Pokdarwis, coupled with the development of homestays.

Since 2019, the village has received various awards, including Wonderful Indonesia Impact, Anugerah Desa Wisata Indonesia (ADWI), and the ASEAN Tourism Award 2025.

At the international level, Desa Sejahtera Astra Kemiren was also selected as part of The Best Tourism Village Upgrade Program 2025.