Indonesia pushes MICE to drive high-value tourism

Jakarta (ANTARA) - The Indonesian Ministry of Tourism is promoting the development of the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector toward high-value tourism to ensure that every event delivers economic, social, cultural, and reputational benefits to Indonesia.

"The development of Indonesia's MICE sector must shift from simply hosting events to creating high-value experiences," Vice Minister of Tourism Ni Luh Puspa said at the Indonesia Tourism & MICE Outlook 2027 event in Jakarta on Thursday.

These experiences, she added, must strengthen destinations, drive local economies, and enhance Indonesia's competitiveness in the global MICE landscape.

Puspa noted that Indonesia holds significant potential in the MICE sector. According to the ICCA GlobalWatch Business Analytics-Country and City Rankings 2025, the country hosted 110 international association meetings, ranking 37th globally, 10th in the Asia-Pacific region, and fourth within ASEAN.

This potential is being driven through promotional strategies, stronger partnerships, bidding and delegate-boosting assistance, and support for international events.

These efforts are not aimed merely at hosting more events, but at winning more high-quality events capable of attracting international participants, strengthening destination branding, and generating a greater economic impact.

Under the Indonesia Tourism Outlook 2025-2026, the MICE and leisure ecosystem has been identified as one of six key trends shaping Indonesia's tourism.

Puspa said this trend reflects how business travel is increasingly tied to leisure activities and destination experiences.

She emphasized that Indonesia has great potential to build a stronger MICE destination since the country not only offers venues but also experiences that are integrated with destinations, culture, gastronomy, and hospitality.

The vice minister added that the ministry capitalized on this opportunity through its 'Event by Indonesia' program throughout 2025, which supported events that delivered a significant economic impact.

According to ministry data, supported events are estimated to have drawn 12.2 million visitors, engaged 20,887 micro, small, and medium enterprises (MSMEs), and employed 257,561 workers, including artists and community members.

These events also generated approximately Rp23.76 trillion (US$1.32 billion) in economic turnover.

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Translator: Hreeloita Dharma, Raka Adji
Editor: Bayu Prasetyo
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