Sunday, 12 July 2026
MEDAN | INDATANEWS.COM - The North Sumatra Fair (Pekan Raya Sumatera Utara/PRSU) was originally established not merely as an entertainment event but also as a showcase for regional development, a platform to promote North Sumatra's economic potential, and a meeting point for the government, businesses, micro, small, and medium enterprises (MSMEs), and the public. For decades, PRSU has symbolized regional pride while serving as a people's fair that stimulates economic growth, promotes local products, and provides affordable entertainment for all segments of society. This founding philosophy should remain at the heart of PRSU, even as the event continues to evolve with the times.
As PRSU celebrates its 50th edition, several improvements deserve recognition. However, public concerns over what many perceive as excessively high admission fees should not be ignored. The issue is not merely the ticket price itself but the accessibility of an event that was originally created for the people. Modernizing PRSU should never come at the expense of its inclusive and community-oriented character. A people's fair that becomes increasingly unaffordable risks losing both its identity and its social significance.
From an economic perspective, admission pricing also deserves careful consideration. Excessively high ticket prices may reduce visitor numbers. A decline in attendance would affect not only the organizers but also MSMEs, merchants, exhibitors, and creative economy participants whose income depends on strong visitor turnout. The more people attend PRSU, the greater the economic impact and benefits for the region. Admission fees should therefore be viewed as a tool to encourage public participation rather than merely as a source of revenue.
Beyond pricing, PRSU also requires fresh ideas to regain its appeal as a major public attraction. With increasing competition from various entertainment and tourism destinations, repeating the same concept every year is no longer sufficient. More creative attractions, greater use of digital technology, interactive exhibitions, improved presentations of North Sumatra's flagship products, and expanded opportunities for MSMEs, communities, and the creative economy are all essential. People will return to PRSU when it offers a unique experience, greater comfort, and compelling reasons to visit year after year.
PRSU can also learn from the success of the Jakarta Fair, which has established itself as one of Indonesia's largest and most successful exhibitions. Its achievements are driven not only by its scale but also by professional management, continuous innovation, and its ability to attract millions of visitors annually. The higher the level of public participation, the greater the economic benefits for businesses, MSMEs, and the regional economy. This model should serve as a reference for transforming PRSU into a more modern, relevant, and competitive event.
LAPK urges the PRSU organizing committee, together with the North Sumatra Provincial Government, to conduct a comprehensive evaluation of the event. This should include reviewing admission fees, improving event quality, encouraging innovation, and enhancing visitor comfort. The 50th edition of PRSU should become a turning point that restores the fair as a symbol of regional pride and a driving force of the people's economy.
Ultimately, the success of PRSU should not be measured by the size of its stages or the revenue generated from ticket sales, but by how many people can enjoy and benefit from the event. PRSU was founded as a people's fair. Therefore, every policy should ensure that all members of society-especially low-income families-continue to have access to the event. Families should never be forced to experience the festive atmosphere only from outside the venue because admission fees are beyond their reach. As PRSU marks its golden jubilee, now is the time for the event to return to its roots and once again become a people's fair that truly belongs to all the people of North Sumatra. (IDNC)
By Muhammad Zein Azhary Wajdi Lubis, S.H., M.Kn
The author is Secretary of the Consumer Protection Advocacy Institute (LAPK)
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