Indonesia Ranks Fourth in ASEAN for the MICE Industry
High volatility is likely to continue until the end of May.
The Ministry of Tourism targets an increase in revenue from the Meetings, Incentives, Conventions, Exhibition (MICE) sector to state coffers by up to 15% in 2029. The Deputy for Event Organizer Development at the Ministry of Tourism, Vinsensius Jemadu, explained that the tourism industry in Indonesia currently has three main portfolios: cultural tourism, which contributes 60%; nature tourism, which contributes 30%; and event organization, which contributes 10%.
This achievement in the event organization sector places Indonesia fourth in ASEAN and 37th globally in the MICE industry. One key to improving Indonesia’s position is to continue increasing the number of MICE events held in the country.
“So we want the contribution of MICE to foreign exchange to be even greater, so that one day its contribution will no longer be 10 percent. It could become 15 percent. We also want to create more jobs for the community by strengthening the MICE industry,” said Vinsensius recently.
Meanwhile, Bank Indonesia in the Indonesia Tourism Outlook 2025-2026 stated that the organization of MICE will continue to develop with international standard quality, which can have a broad impact on the economy. The organization of MICE will be supported by strict technical standards with a high level of comfort for spectators, efficient event operations, accessibility of transportation modes, and security guarantees or risk management.
International exhibition players are now also starting to enter Indonesia, including through the formation of joint ventures with local players. One of them is Koelnmesse, a German company that organizes 80 trade fairs. The 102-year-old corporation has partnered with a local exhibition industry player, Amara International Exhibitions, by establishing a joint venture, PT. Nine Koeln Indonesia.
The Managing Director of PT. Nine Koeln Indonesia, Etty Anggraeni, stated that the collaboration began with the organization of the Indonesia Dental Exhibition & Conference (IDEC) in 2017, the furniture and interior design industry exhibition, interzum Jakarta in 2024, as well as the International Hardware Fair Indonesia in 2025. In addition, since 2020, Amara has also been an official sales partner for various exhibitions organized by Koelnmesse.
In 2026, this collaboration will continue with the organization of the 2nd edition of interzum Jakarta, the International Hardware Fair Indonesia which showcases products related to the industry, Iffina, a furniture and craft exhibition, and Ifmac Woodmac which focuses on wood-based manufacturing and furniture. Except for Ifmac Woodmac, which will be held on September 23-26, 2026, the other three exhibitions will be held on September 24-27, 2026.
Throughout the Asia-Pacific region, Koelnmesse organizes about 20 trade fairs. Meanwhile, of the total 80 trade fairs organized worldwide, participants reach 49,000 from 129 countries and around 2.5 million visitors from more than 200 countries.
According to Minister of Tourism Regulation No. 5 of 2017 concerning Guidelines for Meeting, Incentive Travel, Convention and Exhibition Destinations, MICE is an activity that involves various industrial sectors such as the transportation, travel, recreation, accommodation, food and beverage, event venues, information technology, trade, finance sectors, so that MICE can be described as a multiplier effect industry that can drive the economy in tourist areas or destinations. (X-6)
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