FREE BUT FANTASTIC: THE PARADOX OF JATENG FAIR 2025'S STRATEGY IN CREATING A SUSTAINABLE TOURISM ECOSYSTEM Dita Aulia Rachma Nurul Farida1*, Heri Kristanto2, Nina Mistriani31Hospitality & Tourism Department, Politeknik Nest Sukoharjo, Indonesia2Hospitality & Tourism Department, Politeknik Nest Sukoharjo, Indonesia3Tourism Management Department, Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Indonesia