Jakarta, INTI - The Ministry of Tourism (Kemenpar) is targeting Indonesia to become a hub for the meetings, incentives, conventions, and exhibitions (MICE) industry in the ASEAN region through various strategies, including the use of artificial intelligence (AI), policy harmonization, and improving the quality of human resources.
These steps are expected to strengthen the competitiveness of the MICE industry while simultaneously encouraging tourism growth, which adds value to the national economy.
Minister Widiyanti Putri Wardhana stated that the MICE sector has significant potential because it not only supports the tourism industry but also encourages investment, expands business activities, and creates economic impact through the organization of various national and international events.
AI as a Strategy
According to Widiyanti, the MICE industry contributes approximately 30.75% to the global event management industry market value, which is estimated to reach USD 1.2 trillion in 2024.
"We hope that Indonesia will further strengthen its role as a hub for business events in the ASEAN region while encouraging the growth of high-quality, sustainable, and high-value-added tourism," said Widiyanti in an official statement on Wednesday, July 29, 2026.
To achieve this target, Kemenpar has prepared several strategies, including aligning government policies that support the development of the MICE industry, optimizing the use of AI, developing sports and entertainment events, enhancing the competency of industry talent, and strengthening Indonesia's ability to win bids for international events.
Widiyanti believes these steps will increase Indonesia's competitiveness as a destination for meetings and business activities at the regional level.
MICE is Also Supported by Tourism
Meanwhile, Coordinating Minister for Economic Affairs Airlangga Hartarto stated that the prospects for the MICE industry are increasingly supported by the positive performance of the national tourism sector. He noted that the accommodation and food and beverage sectors grew by 13.14%, while the number of international tourist visits reached 1.38 million in May 2026 and domestic tourist trips reached around 106 million.
"This foundation positions Indonesia well to become a global MICE hub, especially as the market shifts toward business and leisure (bleisure)," said Airlangga.
He added that the development of the MICE industry needs to be supported through the integration of leading tourist destinations, increased connectivity, the use of AI, and close collaboration between the government and businesses so that Indonesia can compete as a global-class MICE destination.
Conclusion
The Ministry of Tourism aims for Indonesia to become the center of the MICE industry in the ASEAN region through a strategy that includes policy harmonization, the use of artificial intelligence (AI), improving the quality of talent, developing sports and entertainment events, and strengthening the ability to win international event bidding. Tourism Minister Widiyanti Putri Wardhana said the MICE sector has great potential with a share of around 30.75% of the global event management industry market worth US$1.2 trillion in 2024.
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