Kudus Hotel Occupancy Rates Surpassed 90% During the HYDROPLUS Soccer League All Stars 2025/2026.

Kudus – The atmosphere in Kudus has shifted since the opening whistle of the MilkLife Soccer Challenge (MLSC) All Stars 2026 at the Supersoccer Arena. The energy extends beyond the pitch, where young female players from across the country compete; local hotels are filling up, cafes are buzzing with activity, and a variety of supporting events have invigorated the city.

The arrival of 12 teams from across Indonesia, coinciding with the school holiday season, has breathed new life into the "City of Kretek." Beyond the matches held from June 23–28, 2026, the tournament highlights how major sporting events can deliver tangible economic benefits to the hospitality sector while bolstering sports tourism in Kudus.

Since the tournament began on June 23, 2026, occupancy rates at several Kudus hotels have climbed. Hotels hosting the athletes have recorded full capacity, while other local establishments have seen a significant spike in guests compared to typical levels.

Among those benefiting is the @Hom Hotel Kudus. Achmad Annas, the hotel’s marketing communications manager, stated that the MilkLife Soccer Challenge All Stars has provided a direct boost to their business.

“Our current occupancy rate has reached 90 percent, up from the usual average of around 60 percent. The majority of our guests are organizers, vendors, and event production staff involved in the MilkLife Soccer Challenge All Stars,” Annas said on Saturday (June 27, 2026).

Of the 87 available rooms, only nine remain vacant. This surge in occupancy has also driven increased demand for hotel facilities, particularly the cafe, which has become a popular spot for guests to unwind after match-day activities.

According to Annas, several guests have opted to extend their stay in Kudus. This trend demonstrates that sports events not only generate demand for lodging but also encourage visitors to spend more time exploring the city.

“Sports events have a very positive impact on the hospitality industry. We hope to see more events like this in Kudus to foster tourism growth and drive the local economy,” he added.

A similar experience has been reported by Hotel Horison IJ Kudus. Sales and Marketing Manager Diah Kusumoningrum acknowledged that hosting the MilkLife Soccer Challenge All Stars 2026 had a significant impact on hotel occupancy rates.

"Events hosted by Djarum definitely have a major influence on our hotel occupancy," she said.

During the tournament, occupancy rates hovered around 80 percent and even reached full capacity at 100 percent.

“We definitely saw a rise in occupancy during that period,” she added.

Diah explained that guests staying over the past week were primarily tournament organizers and staff. Additionally, it is likely that families of the athletes also contributed to the hotel's guest count.

"While our guests were not the participants themselves, they were mostly the committee members and event staff involved," she noted.

Increased guest traffic also drove higher demand for hotel amenities. The swimming pool was among the most popular areas, especially as the tournament coincided with the school holiday season.

"The pool is certainly our most frequently used facility, especially now during the school holidays, allowing many guests to enjoy some leisure time with their families," she added.

For Diah, the growth of sports tourism in Kudus is a key driver for the hospitality industry. The arrival of Hotel Horison IJ Kudus, which officially opened on April 22, 2026, aims to meet the increasing demand for accommodations as the city continues to host more sports and business activities.

"Sports events in Kudus have a profound impact on the hotel industry. We hope that more sporting events, both national and international, will be held here in the future," she stated.

She views the enthusiasm for various sports agendas as a thriving opportunity.

"We are very excited to welcome events like MilkLife because they help boost our operations," she said.

To support this growing demand, the hotel is completing the construction of roughly 70 additional rooms along with supporting facilities to better serve a larger number of guests and visitors.

“We hope construction finishes soon to complete our facilities, enabling us to support future events,” he stated.

The tournament's impact has also drawn attention from Muhammad Kirom, chairman of the Kudus Regency chapter of the Indonesian Hotel and Restaurant Association (PHRI). He noted that past sports agendas demonstrate how major national events consistently trigger ripple effects across various sectors.

“Experience from previous years shows that hotel occupancy inevitably rises during major events. We are optimistic that this women's soccer competition will be an effective economic driver,” Kirom emphasized.

He added that the benefits extend beyond the hospitality industry, noting that culinary, transportation, and local MSME sectors also thrive due to increased visitor mobility in Kudus during the event.

Kirom noted that hospitality businesses in Kudus are increasingly experienced in serving guests from across the country and abroad. Such momentum presents an opportunity to strengthen Kudus's reputation as a destination ready for sports tourism.

“We continue to ensure optimal service so that guests leave with a positive impression. This is a chance for hotels, restaurants, and MSMEs to showcase the best of Kudus's hospitality,” he said.

He noted that the impact of large-scale sports agendas is not limited to hotels and inns; boarding houses near the venue also experience increased demand for temporary lodging for the duration of the tournament.

The MilkLife Soccer Challenge All Stars 2026, held from June 23–28, serves as the opener for the Women’s Soccer Trilogy in Kudus. Following this, the city will host the HYDROPLUS Soccer League All Stars 2025/2026, scheduled for July 5–12, 2026.

The series will continue with the Srikandi Merdeka Cup from August 14–23, 2026, which is expected to be a major draw by featuring youth women’s soccer teams from various countries.

The continuity of these sports agendas proves that a match does not end when the final whistle blows. The presence of athletes, organizers, families, and stakeholders generates new momentum for local service, accommodation, culinary, and business sectors in Kudus. Simultaneously, sports tourism proves its role as an economic driver through a continuous series of events. (JMY/ITN/mainkekudus)