Agung Afif
Founder & CEO, Juara Holding Group
Luxury Raja Ampat · Komodo Luxury
Starting his career as a tour guide in his early twenties, Agung Afif now leads Juara Holding Group, a business group operating across luxury tourism, property, and digital media. Drawing on his hands-on experience in Indonesia's tourism industry, he has built businesses focused on premium services, asset management, and the use of technology. His perspectives on business strategy and the tourism industry have also been featured in Forbes.
Documenting Indonesia
Beyond his business activities, Agung Afif has a personal interest in documenting journeys and everyday life across Indonesia. Through his personal YouTube channel, he shares experiences exploring the archipelago, including the lives of Indigenous communities in Mentawai and traditional hunting practices alongside local sikerei guides.
Mentawai: life and the hunt with the sikerei, the indigenous people of the Mentawai islands.
From Hands-On Experience to Building a Business Ecosystem
Starting on the Ground
Agung Afif began his career in Indonesia's tourism industry as a tour guide in his early twenties. He was directly involved in day-to-day operations, from accompanying guests on inter-island journeys to assisting with various tasks aboard boats. These early experiences gave him a practical understanding of guest expectations, service standards, and the operational challenges of the tourism industry. They also shaped his approach to building and managing businesses.
Building a Business Ecosystem Since 2014
In 2014, Agung founded Indonesia Juara Trip. What began as a travel business gradually expanded into Juara Holding Group, with a portfolio spanning yacht charters and fleet management, villa rentals and property investment, VIP concierge services, and media production. The group's businesses are developed as interconnected operations. Physical assets, such as vessels and properties, work alongside digital assets, including brands, content, and technology, to support marketing, customer experiences, and long-term business growth.
Adapting to an Evolving Industry
When the COVID-19 pandemic brought much of international travel to a halt in 2020, the tourism industry faced unprecedented challenges. Agung saw the changing market conditions as an opportunity to reach a new audience. Working alongside vessel owners and business partners, he helped develop marketing strategies aimed at domestic travelers, introducing them to luxury phinisi sailing experiences across Indonesia. Komodo Luxury played a role in marketing and digital channel development to make these experiences more accessible to the local market. This approach became part of the group's broader efforts to develop Indonesia's domestic luxury yacht charter market while strengthening its position in the premium tourism industry.
Developing More Meaningful Travel Experiences
For Agung, luxury travel is defined by more than exclusive facilities and premium services. It is also about creating opportunities to slow down, discover local cultures, and build meaningful connections with a destination. This philosophy is reflected in the group's approach to developing travel experiences that prioritize service quality, local community engagement, and environmental awareness. By focusing on quality over quantity, the group aims to create lasting value for both its guests and the destinations they visit.
Using Technology While Keeping People at the Center
Agung sees technology, including artificial intelligence (AI), as a tool to improve business efficiency and strengthen the capabilities of his teams. Its applications support various processes, from content production and marketing analysis to the development of personalized guest experiences. However, technology is only one part of building a sustainable business. Trust, integrity, and consistency in delivering on commitments remain central to the group's relationships with guests, business partners, and operational teams.
“AI will not replace humans, but those who use AI will surpass those who do not.”
Agung Afif at Forbes Business Council
Since 2026, Agung Afif has been listed as a member of Forbes Business Council, with an official profile published in the Forbes Councils directory. His membership reflects his professional involvement in sharing perspectives and experiences across entrepreneurship, digital marketing, and the tourism industry.
- Listed as
- Founder & CEO, Luxury Raja Ampat & Komodo Luxury
- Member since
- 2026
- Based in
- Denpasar, Bali, Indonesia
- Expertise
- Entrepreneurship · Digital Marketing · Travel
Forbes and Forbes Business Council are trademarks of their respective owners. The link opens the official Forbes Councils directory.
Selected coverage
In the field
Connect with Agung Afif
For business partnerships, investment opportunities, or media inquiries, please contact the Juara Holding Group team or follow Agung Afif through his official digital channels.
