Bigger budget, more challenging targets for Indonesia MICE


The Indonesia Convention Exhibition (ICE) building

INDONESIA’s tourism minister Arief Yahya has listed a set of goals for the new Indonesia Convention and Exhibition Bureau (INACEB), challenging it to achieve targets within the first 100 days of operations as well as by 2019.

In his speech during the launch of INACEB last week, Arief said he would pledge US$10 million to be used in lobbying for business events, on top of the 600 billion rupiah (US$46.2 million) the ministry had allotted for the bureau’s operational, bidding and delegate boosting efforts this year.

Elaborating what INACEB must accomplish quickly, Arief said: “First, we must have good products. We have identified 16 MICE destinations, so get them ready. Secondly, identify your top 10 target markets. Thirdly, pick three events that you will pursue and win them.”

Arief said he understood that much effort was needed to score an event, and urged INACEB to build personal relationships with top decision makers of targeted events.

“To influence decision makers you need to treat them like VVIPs and you will need a budget for it. So, go and lobby them, play golf with them, and I will pay for it,” he remarked.

He has also suggested that INACEB form a dedicated bidding team, and called for the bureau to lead an “Indonesia incorporated” front in the fight for MICE business.

He said: “I have seen (suppliers) bidding on their own. We don’t want that anymore. We need to go out as (one entity) to come up with an all-in-one offering.

Responding to the minister’s challenges, INACEB chairman Budi Tirtawisata, who is also group CEO of Panorama Group, said the first 100 day goals were “motivating challenges”.

To accomplish them, INACEB will first focus on five destinations that are ready for MICE – Bali, Jakarta, Yogyakarta, Surabaya and Bandung.

“We will work with the regional government and tourism boards as well as associations to bid for events,” said Budi, adding that INACEB will also have an ambassador programme by appointing prominent persons in different sectors and supporting them in efforts to lobby for international events in Indonesia.

Budi said INACEB had already drawn up a list of major conventions to bid for, one of which is a Chinese clan convention slated for 2018.

As a non-profit, independent private organisation, INACEB will partner the Ministry of Tourism in supporting the Wonderful Indonesia campaign, especially in the promotion of the country’s MICE cities.

Its focus in the next five years will be on strengthening the database of MICE destinations and target markets, optimising promotional activities and winning events through bids. It aims to improve Indonesia’s ranking on ICCA and UIA charts and achieve two million MICE arrivals by 2019.

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