In celebration of its 40th anniversary, on December 8, 2025, Bisnis Indonesia presented the Big 40 Awards to 40 individuals, institutions, and innovators who are considered influential in shaping the Indonesian business landscape. One of the most interesting categories this year is Ecotourism & Cultural Stewardship Visionary for Excellence in Premium Hospitality—an award that surprisingly went to a figure with no background in the hospitality industry.

Other national figures who received awards at the Bisnis Indonesia Awards ceremony above include the late Soemitro Djojohadikusumo, Emiel Salim, Jusuf Kalla, Retno Marsudi, Teddy Rahmat of Astra International, Mumin Ali Gunawan of Bank Panin, the late Boenjamin Setiawan, founder of Kalbe Farma, and Tony Wenas of Freeport Indonesia.

The hospitality figure in question is Yozua Makes, founder and CEO of Plataran Indonesia, a national group that has become one of the icons of sustainable premium tourism in Indonesia and on the international stage.

From the Legal Meeting Room to the Top of the Tourism Industry

Before becoming known as a driving force behind new tourism in Indonesia, Yozua first built his reputation as a senior legal practitioner in the fields of economic law, capital markets, and mergers & acquisitions through Makes & Partners, a leading law firm in Indonesia and Southeast Asia. He is also an academic who teaches at two leading law faculties in Indonesia.

His professional achievements do not stop there. Yozua is known as a trusted business strategist who has held various important positions, ranging from Founding Member of the Supervisory Board of Indonesia Investment Authority (INA), Commissioner of the Indonesia Stock Exchange, to member of the Temasek Southeast Asia Advisory Panel.

However, beyond all these achievements, Yozua is also a visionary who has led Plataran to become one of the main pillars of national tourism, even though he has no educational background or previous experience in the hospitality industry. This is what makes his story so unique and inspiring.

Building Plataran: The Grand Vision of "For Indonesia and Indonesians"

For Yozua, tourism is a game changer for Indonesia's economic growth: strengthening foreign exchange, empowering communities, while maintaining environmental and cultural sovereignty.

With a vision of "For Indonesia and Indonesians," he formulated the concept of Plataran as a True Indonesian Icon and Home of Next Level Indonesian Sustainable Hospitality, based on three main foundations:

• Indonesian Cultural Heritage
• Ecotourism
• Community Empowerment

This concept positions Plataran as a pioneer of next-level lifestyle hospitality—a unique icon that does not want to be compared to any other global destination, making it one of the country's true national pride companies.

Through the Indonesia Incorporated approach, Plataran forges close collaborations with the government and various stakeholders to promote world-class tourism that remains rooted in Indonesian identity.

Programs such as Hospitality with Impact and Plataran UMKM are a true reflection of how Plataran maintains environmental sustainability, preserves culture, and improves the welfare of local communities across all of its operational locations, including establishing Rumah Plataran Sumba for the children of Sumba.

On par with global brands, yet still embodying the spirit of Indonesia

Yozua's consistency in upholding Indonesian values does not prevent Plataran from appearing seamless, integrated, and world-class. It is precisely this combination that enables Plataran to stand shoulder to shoulder with global brands that have long operated in Indonesia—without losing its Nusantara identity by making Plataran not only part of a tourist destination but the ultimate destination itself, and thus receiving various world-class recognitions such as Condé Nast, Michelin, and Trip Advisor.

Simple, Decisive, and Visionary Leadership

Despite studying at prestigious institutions such as the University of Indonesia, University of California, Berkeley, Asian Institute of Management, and Harvard Business School, Yozua is still known as a humble, hard-working figure who always prioritizes simplicity. He often travels with his team in economy class and is not shy about using public transportation in the field.

The staff describe him as a skilled conductor: focused, disciplined, responsible, and capable of leading Plataran's large "orchestra" with its diverse members spread from the western to eastern ends of Indonesia.

International recognition soon followed. In 2024, Yozua was named EY Entrepreneur of the Year, cementing his position as an entrepreneur and professional strategist who has had a real impact on the country.

Closing: Indonesian Tourism Heading Towards the Future

The story of Yozua Makes is proof that a strong vision, commitment to national identity, and the courage to step out of one's comfort zone can give rise to innovations that drive industry. Under his leadership, Plataran, as a key player in the areas of Environment, Social, and Governance, continues to be a model of sustainable hospitality—an Indonesian icon that is deeply rooted, world-class, and brings benefits to future generations.

Congratulations to Indonesian tourism—may it continue to shine "For Indonesia and Indonesians."