Opinion - Morning mist enveloped the rugged peak of Mount Rinjani, the sacred volcano in Lombok, when tragic news broke in late June 2025. Juliana Marins, a 26-year-old Brazilian hiker, fell into a 600-meter-deep ravine while descending the mountain.
The news spread like wildfire on social media—Instagram posts, TikTok videos, and X posts buzzed with expressions of grief and concern. Hashtags like #RinjaniTragedy and #JulianaMarins garnered millions of views within hours. For Indonesia, where tourism contributes over 4% to the national GDP and attracts millions of visitors annually, this incident was a bitter reminder of the fragility of its tourism image in the digital era.
Yet, amid the sorrow, an inspiring story captured global attention. Agam Rinjani, a local guide from Makassar, South Sulawesi, displayed extraordinary courage by descending a treacherous ravine in extreme weather to recover Juliana’s body. His heroic act drew attention not only in Indonesia but also in Brazil and worldwide, with netizens flooding his Instagram account, @agam_rinjani, with praise and gratitude. Agam, born Abdul Haris Agam on December 22, 1988, in Makassar, is more than a local hero. He is a Bugis-Makassar son embodying the cultural values of siri’ na pacce—a Bugis concept emphasizing dignity, courage, and solidarity.
Agam Rinjani, or Ucok as he was called in childhood, grew up in a tough environment. Alongside his siblings, he learned to be self-reliant to survive. Despite limited resources, Agam showed resilience reflective of siri’ na pacce. He even built a mini-library from discarded books he collected, demonstrating initiative and care for his community. After graduating with a degree in Anthropology from a state university, Agam found his calling on Mount Rinjani. Since 2015, he has lived in Sembalun, Lombok, becoming an experienced hiking guide with hundreds of Rinjani ascents.
When Juliana Marins fell on June 21, 2025, Agam, who was in Jakarta at the time, immediately flew to Lombok to join the evacuation mission. He and three other volunteers descended the 600-meter steep ravine, spending a night on the cliff’s edge, secured only by anchors to avoid falling further. “We spent one night on the 590-meter steep cliff with Juliana,” he wrote on Instagram, describing the extraordinary sacrifice of this humanitarian mission. His actions embodied siri’—upholding honor through courage and responsibility—and a spirit of solidarity in helping others despite great risk.
Agam’s story reflects the noble values of Bugis-Makassar society, emphasizing honesty (lempu’), steadfastness (getteng), and hard work (reso). These values, also prevalent in Parepare, South Sulawesi, form a strong foundation for developing sharia tourism. Sharia tourism, focusing on ethics, service, and sustainability, aligns with the siri’ na pacce spirit Agam exemplified. The Rinjani incident highlights the importance of professionalism in tourism while offering an opportunity to strengthen Indonesia’s image as a safe and responsible destination.
The tragedy also exposed significant challenges in managing crises in the fast-paced social media era. Negative narratives on platforms like X and Instagram can damage a destination’s image in an instant. However, Agam’s story shows that local values and empathy-based approaches can shift public perception positively. His live Instagram video, showcasing the risky evacuation process, received positive responses from Brazilian netizens, who called him a “herói” (hero) and “guerreiro” (warrior). Donations amounting to R$522,305.53 (approximately Rp1.5 billion) were collected as a gesture of appreciation, though not without controversy.
The government, Mount Rinjani National Park authorities, and tourism industry stakeholders now have an opportunity to leverage social media as a crisis communication tool. Content like evacuation simulation videos, collaborations with the National Disaster Management Agency (BNPB), or testimonials from figures like Agam can build positive narratives. Additionally, partnerships with local influencers like Ria SW or international travel bloggers like The Blonde Abroad can enhance Indonesia’s tourism image. Swift responses through official statements on X or Instagram, including fact clarifications and concrete steps like forming independent investigation teams, are crucial to mitigating negative sentiment.
Social Media: From Threat to Opportunity for Sustainability
The Juliana Marins tragedy demonstrates how quickly social media can shape public perception. Within hours, narratives about Mount Rinjani’s safety spread, sparking criticism of Indonesia’s rescue systems. Yet, Agam Rinjani’s actions shifted the dynamic. His story, which went viral in Brazil and Indonesia, proves that local values like siri’ na pacce can build global trust. When managed well, social media is not just a tool to counter criticism but a platform to educate the public and drive positive change.
The government and tourism stakeholders can use platforms like Instagram, TikTok, and X to share informative content, such as safety training videos or evacuation simulations. Technologies like GPS and drones, which can expedite emergency responses, should be integrated and promoted via social media. Monitoring tools like Hootsuite or Brandwatch can track public sentiment and trending topics like “Rinjani safety,” ensuring accurate information spreads quickly. Search engine optimization (SEO) is also critical—articles on official sites like the Ministry of Tourism or Indonesia.Travel can be optimized with keywords like “safe hiking in Indonesia” to reach global audiences.
Agam Rinjani himself exemplifies how an individual rooted in Bugis-Makassar culture can become a role model in tourism. He previously assisted in evacuating an Israeli hiker in 2022 and a hiker who fell into Rinjani’s lake in 2017, showcasing his experience and dedication as a SAR volunteer. Values like getteng (steadfastness) and reso (hard work), which he embodies, are part of pappaseng—Bugis-Makassar moral teachings emphasizing integrity and social responsibility. These values are key to developing sharia tourism, which prioritizes not only economic gains but also ethics and sustainability.
Value-Based Sharia Tourism: Siri’ na Pacce
Agam’s story underscores that professionalism in tourism is not just about technical skills but also character. In the context of sharia tourism, values like honesty, empathy, and excellent service are central. Indonesia’s tourism industry needs more figures like Agam—professionals who can handle emergencies with responsibility and empathy. Mandatory training for local guides, international-standard certifications, and integrated travel insurance are concrete steps to strengthen safety systems.
Social media can also promote these efforts. For example, testimonial videos from trained local guides or evacuation simulation footage can boost traveler confidence. Collaborations with tourism influencers can amplify these messages, while online Q&A sessions demonstrate openness to criticism. This approach aligns with sharia tourism principles, emphasizing transparency and service rooted in Islamic values.
The Juliana Marins tragedy is a reminder that Indonesian tourism must continually improve in the digital age. However, Agam Rinjani’s story shows that crises offer opportunities to demonstrate a commitment to safety and professionalism. By strategically leveraging social media, Indonesia can transform negative narratives into stories of positive change, such as enhancing local guide capacity and integrating technology into safety systems.
Mount Rinjani, with its natural beauty and spiritual significance, can once again symbolize Indonesia’s safe and responsible tourism. Agam’s story, rooted in Bugis-Makassar values, inspires the younger generation to contribute to ethical and sustainable tourism. Sharia tourism, with its focus on service grounded in Islamic values and local wisdom, is the path to the future of Indonesia’s tourism industry.
IAIN Parepare and the Future of Indonesian Sharia Tourism
Inspired by the courage and empathy of Agam Rinjani, a proud Bugis-Makassar native? The Sharia Tourism Study Program at IAIN Parepare offers an opportunity to become a pioneer of ethical Indonesian tourism. Located in Parepare, South Sulawesi—the birthplace of siri’ na pacce values—IAIN Parepare integrates Bugis-Makassar wisdom with sharia principles in its curriculum. Students are equipped with destination management, crisis communication, and tourism technology skills, alongside values like honesty, responsibility, and excellent service.
Through collaborations with organizations like the Indonesia Tour Leader Association (ITLA), the Association of Muslim Hajj and Umrah Operators of Indonesia (AMPHURI), and other professional bodies, IAIN Parepare ensures its graduates are ready to compete in the global tourism industry. The program offers industry internships and opportunities to develop halal tourism destinations, paving the way for meaningful careers in the rapidly growing sharia tourism sector.
Join IAIN Parepare to hone your potential, like Agam Rinjani, and be part of the movement to make Indonesia a safe, inclusive, and inspiring tourism destination. For more information, visit IAIN Parepare’s official website, social media, or register directly at https://pmb.iainpare.ac.id
Agam Rinjani's Inspiration : the IT-Based Sharia Tourism Industry Rooted in Local Wisdom