Behind the stunning landscapes of East Lombok, West Nusa Tenggara, lies significant untapped economic potential embedded in the daily lives of its communities. Tourism is increasingly emerging as a promising source of livelihood. However, unlocking this potential requires a shift from conventional agriculture—the longstanding backbone of the local economy. Beyond courage, communities also need the technical capabilities to build tourism-based businesses that can deliver equal or even greater economic value.
The development of sustainable tourism is one of the key pillars of PT Amman Mineral Nusa Tenggara’s (AMMAN) social impact programs. Recognizing East Lombok’s tourism potential, AMMAN partnered with the non-profit organization Forward Indonesia to design a community empowerment program that supports Micro, Small, and Medium Enterprises (MSMEs) in growing and scaling their businesses. The program, named GUMI SERI, supports around 40 selected MSMEs, who have been receiving training since January 2025.
The program bridges two distinct tourism clusters in East Lombok. In Sembalun, a cool mountainous area, 20 MSME partners are primarily service-based (60%), including tour guides and homestays, alongside handicrafts and food processing (20% each). Meanwhile, in the coastal area of Jerowaru, another 20 MSMEs operate dynamically, with 65% engaged in services and 35% producing processed food and beverage products.
Participants receive a range of training programs, covering both technical and managerial skills, including financial literacy, entrepreneurship management, and business model development. Today, all participants have developed their own Business Model Canvas (BMC) as a strategic guide, while also adopting more structured and professional bookkeeping practices—enhancing both competitiveness and business sustainability.
Notably, GUMI SERI goes beyond individual capacity building by fostering collaboration across region. Entrepreneurs from the mountains and coastal area are now connected, building integrated supply chains and joint promotional efforts. They recognize that hikers visiting Mount Rinjani are potential customers for Jerowaru’s beaches-and vice versa.
Stories of Change: Innovation Without Limits
The program’s success is most evident in the creativity and innovation demonstrated by its participants. Abdul Rozak, for instance, has moved beyond selling conventional coffee by introducing drip bags and canned coffee packaging specifically designed to support the zero‑waste initiatives along the Mount Rinjani hiking trails.
Meanwhile, Nava Andromeda has successfully extended professional service standards beyond Lombok by developing unique family‑oriented hiking packages. An equally inspiring initiative comes from Dwi Ariska, who has creatively combined traditional weaving skills with educational tourism experiences. Desi Wida Hadiana has begun exploring ways to transform coffee waste from her café into value-added soap products.
These innovations are far from mere experimentation — they represent effective business strategies. On average, businesses participating in the program have recorded revenue growth of nearly 30 percent.
Building an Independent Future
Marking the program’s first anniversary, the GUMI SERI MSME Expo was held at Taman Rinjani Selong on February 15, 2026. Held alongside a car-free day event, the exhibition attracted strong public interest, with visitors exploring a wide range of flagship products from participating MSMEs.
“Through GUMI SERI, AMMAN aims to empower communities to grow their businesses and strengthen their capabilities as independent entrepreneurs, so that local wisdom and tourism in East Lombok can become drivers of community prosperity. We hope this program can continue to grow alongside the development of tourism in East Lombok,” said Priyo Pramono, Vice President of Policy, Permitting, and Social Impact at AMMAN.
GUMI SERI demonstrates that with the right support, local wisdom can work hand in hand with modern business practices—creating a brighter future, from the shores of Jerowaru to the peaks of Mount Rinjani.
