Indonesia MICE Industry

The Meetings, Incentives, Conferences, and Exhibitions (MICE) industry is a growing sub-segment of Indonesia’s broader tourism and business ecosystem, responsible for hosting corporate meetings, incentive travel programs, international conferences, trade exhibitions, and large-scale business events.

Indonesia is positioning itself as a major Southeast Asian destination for international conferences, exhibitions, corporate events, and incentive travel due to its strategic location, tourism appeal, and improving event infrastructure.

Globally, demand for business events continues to rise as corporate travel rebounds, hybrid event adoption increases, and governments invest in convention infrastructure.

Global Market Overview

The global MICE market was valued at approximately IDR 15.43 quadrillion (USD 0.92 trillion) in 2025 and is projected to reach IDR 21.8 quadrillion (USD 1.30 trillion) by 2030, growing at a CAGR of 7.82%.¹

Europe currently leads the global market with a 50.2% market share², followed by Asia-Pacific at 23.1%.⁴ Asia-Pacific is expected to be the fastest-growing region, expanding at nearly 10% CAGR through 2030.

Key Global Growth Drivers:

• Recovery in corporate travel
• Hybrid event adoption
• Expansion of convention infrastructure
• Growth in international trade exhibitions
• Rising demand from secondary cities

Major global players include:

• CWT Meetings & Events
• Freeman Company
• BCD Meetings & Events

MICE Industry Segment Analysis

The MICE industry is segmented across event types, service offerings, organizers, and end-user industries.¹

By Event Type

• Meetings accounted for 58.52% of market share in 2024, driven by board meetings, annual planning sessions, and investor conferences
• Exhibitions are expected to grow the fastest at a 9.07% CAGR through 2030 due to increasing product showcases and trade fairs

By Service Type

• Event planning & management accounted for 29.16% of the market
• Event technology is projected to grow at 10.22% CAGR, supported by increasing adoption of virtual registration platforms, live streaming tools, event analytics software, and hybrid conference platforms

By Organizer Type

• Corporate organizers accounted for 47.78% of the market
• Government and public sector events are expected to grow at 8.63% CAGR

By End-User Industry

• IT & telecom accounted for 24.24% of total demand
• Media & entertainment is projected to grow the fastest at 9.52% CAGR

Indonesia MICE Industry Deep Dive

Indonesia's Role

• Indonesia is emerging as one of Southeast Asia’s fastest-growing MICE destinations
• The country benefits from strong tourism infrastructure, international connectivity, and growing corporate demand
• Major destinations such as Jakarta and Bali continue attracting global conferences, exhibitions, and corporate gatherings

Indonesia’s MICE market was valued at approximately IDR 38.9 trillion (USD 2,319.7 million) in 2023 and is projected to reach IDR 124.3 trillion (USD 7,413.6 billion) by 2032, growing at a CAGR of 13.78%.³

Factors Helping the Growth

1. Strong Economic Growth: Rising business expansion and increasing corporate activity continue driving demand for meetings and conferences
2. Tourism Expansion: Indonesia’s global tourism appeal strengthens incentive travel and destination events
3. International Participation: Indonesia attracted approximately 250,000 international delegates in 2023
4. Infrastructure Development: The Indonesian government invested approximately IDR 2.52 trillion (USD 150 million) toward MICE infrastructure development.³

In 2023:

• Jakarta hosted over 1,200 international events
• Bali hosted over 900 corporate gatherings

Key local players include:

• Werkudara Group
• Truevindo Event Agency
• GEM Indonesia

Government Initiatives

The Indonesian government has introduced several initiatives to strengthen the country’s MICE ecosystem⁵.

MICE.id Platform

• Venue discovery
• Hotel listings
• Event planning support
• Stakeholder connectivity

Global Promotion

• International partnerships
• Tourism campaigns
• Trade exhibitions
• Global workshops

Infrastructure Development

• Convention center upgrades
• City-level MICE hubs
• Public-private partnerships

Major International Events

• Southeast Asia Business Events Forum (SEABEF)⁶
• Wonderful Indonesia Tourism Fair (WITF)⁷

Mergers & Acquisitions

Informa plc acquired Tarsus Group

Deal Value: IDR 8.4 trillion (£370 million)

Year: 2023

The acquisition expanded Informa’s global exhibitions portfolio.⁸

Informa plc acquired Ascential plc

Deal Value: IDR 25.1 trillion (USD 1.5 billion)

Year: 2024

The acquisition strengthened Informa’s premium events portfolio.⁹

Emerald Holding acquired Generis Group

Deal Value: IDR 1 trillion (USD 60 million)

Year: 2025

The acquisition expanded Emerald’s executive events portfolio.¹⁰

Future Outlook

Indonesia’s MICE market is expected to see strong long-term growth as business travel increases and the country continues expanding its event infrastructure.

Future growth will likely be driven by:

• Expansion into secondary cities
• Higher international participation
• Greater hybrid event adoption
• Continued infrastructure investments
• Rising trade exhibitions

Indonesia is emerging as one of Southeast Asia’s fastest-growing business event destinations.

Porter’s Five Forces Analysis

Threat of New Entrants – Moderate

The Indonesian MICE industry’s strong growth prospects naturally attract new entrants, reflecting a dynamic and opportunity-rich market. However, meaningful entry requires strong local expertise, established relationships with venues and stakeholders, and a proven track record of execution. These factors create healthy entry barriers that protect established players while still allowing innovation.

Threat of Substitutes – Low

While digital and virtual formats exist, they generally complement rather than replace physical and hybrid MICE events. Face-to-face engagement, networking, and experiential value remain critical for many clients, ensuring the continued relevance of in-person events.

Bargaining Power of Customers – Moderate

Customers have a reasonable degree of choice, but their bargaining power is balanced by a strong focus on quality, reliability, and tailored event experiences. Many clients value long-term partnerships and consistent delivery, which reduces price sensitivity and encourages repeat business rather than one-off transactions.

Bargaining Power of Suppliers – Low

Indonesia benefits from a broad and competitive base of venues and event service providers, which helps balance supplier power. Long-term partnerships and growing supplier innovation enable organizers to manage costs effectively while enhancing event quality.

Existing Competitive Rivalry – Moderate

Competition in the Indonesian MICE sector is active yet constructive, encouraging service differentiation and innovation. The market is well segmented across exhibitions, conferences, incentives, and corporate events, limiting direct head-to-head rivalry. Collaboration among industry players further supports sustainable growth.

Trading Comparables

Sources:

1. Global MICE Market
2. Europe MICE Market
3. Indonesia MICE Market Forecast
4. Asia-Pacific MICE Market
5. Indonesia Government Strategy
6. SEABEF
7. WITF
8. Tarsus Acquisition
9. Ascential Acquisition
10. Generis Acquisition
11. PT Dyandra Media International Tbk
12. PT Dyandra Media International Tbk
13. PT Tempo Inti Media Tbk
14. PT Pembangunan Jaya Ancol Tbk
15. PT. Media Nusantara Citra Tbk