Emerging Trends in the Indonesia MICE Industry (2025–2026)
What are the most significant emerging trends you’re observing in your country’s MICE industry for 2025–2026, and what factors are driving these changes?
Indonesia’s MICE industry is entering a transformative phase shaped by digital innovation, inclusive growth, and strong policy support. Hybrid and phygital event formats are becoming more common as organisers combine physical experiences with digital engagement, driven by faster connectivity, artificial intelligence tools, and the accelerated shift to digital platforms following the pandemic. At the same time, there is growing demand for sector-focused and purpose-driven events in areas such as artificial intelligence, medical technology, renewable energy, the halal economy, and sustainability. These events align with national development goals and help position Indonesia as a thought leader in emerging industries.
To promote broader participation and regional development, MICE activities are expanding into secondary cities including Surabaya, Makassar, Yogyakarta, and Labuan Bajo. This decentralisation is supported by infrastructure investment and local initiatives such as the Kharisma Event Nusantara programme. Domestic incentive travel is also on the rise, as organisations seek to combine business with cultural, wellness, and nature-based experiences in destinations across the archipelago.
Sustainability has become an essential expectation, with more events adopting international standards such as ISO 20121, implementing carbon offset programmes, and reducing single-use materials. The government’s five-year National MICE Master Plan for 2025 to 2029 includes the development of MICE-focused special economic zones, talent certification schemes, and a clear positioning of Indonesia as the ASEAN gateway for business events. In addition, investments in event technology and workforce upskilling are preparing the industry for a more complex and competitive future.
Ultimately, Indonesia’s MICE industry is evolving through a combination of digital advancement, regional expansion, environmental responsibility, and strong institutional support. These factors are driving the country’s emergence as a major player in the regional business events landscape.
How is your market responding to the rising demand for sustainable and responsible business events?
Indonesia’s MICE industry is embracing a major shift as sustainability and ESG principles evolve from optional to essential. This transformation is driven by the country’s climate commitments, alignment with the UN Sustainable Development Goals, and the growing expectations of international stakeholders. Event venues across the country are integrating green infrastructure and achieving international certifications such as ISO 20121 and LEED, with examples like ICE BSD City and BNDCC leading the way. Organisers are adopting carbon-neutral strategies using emissions tracking and verified offset programmes, as demonstrated by the Asia Carbon Transition Forum in Jakarta. To mitigate travel-related emissions, electric shuttles, intermodal transport options, and Sustainable Aviation Fuel credits are increasingly incorporated into MICE packages. Procurement practices are also evolving to favour local SMEs and women-led businesses, with events being evaluated on social impact indicators such as waste reduction and job creation.
The industry is also moving toward circular practices by adopting digital registrations, reusable materials, and waste management protocols. At the national level, the government is supporting this transition through ESG certification schemes, sustainable bidding guidelines, and policy frameworks tied to the MICE Masterplan 2025–2029. Taken together, these efforts reflect Indonesia’s ambition to not only meet global sustainability standards but to lead the ASEAN region in hosting business events that are both impactful and responsible.
What role are government bodies or industry associations playing in supporting the recovery and growth of the MICE sector through 2025–2026?
Government bodies and industry associations in Indonesia are playing a pivotal role in driving the recovery and long-term growth of the MICE sector through 2025 and 2026. The Ministry of Tourism and Creative Economy has launched the National MICE Masterplan (2025–2029), which sets out a coordinated vision to position Indonesia as ASEAN’s leading hub for sustainable, sector-driven, and globally competitive business events. This masterplan is supported by inter-ministerial collaboration and focuses on expanding international event portfolios, boosting talent development, and embedding ESG principles into event design. Financial incentives, such as the Kharisma Event Nusantara programme and grant schemes, are also helping to stimulate regional growth and diversify destinations beyond Jakarta and Bali.
Major infrastructure projects are underway, including the development of new convention centres in emerging cities and upgrades to flagship venues that meet international green and smart standards. Industry associations like ASPERAPI, INCCA, and IECA are also instrumental in shaping regulation, driving international bids, and advocating for digitalisation and fair trade. Cross-border collaboration is gaining momentum through visa facilitation, regional co-hosted events, and alignment with ASEAN’s tourism strategy. Regulatory improvements such as simplified licensing, digital platforms, and customs reform, are streamlining market access for international organisers. To sustain this momentum, national campaigns and global partnerships are helping to build local capacity and raise awareness of MICE’s strategic value. Altogether, Indonesia is laying a strong foundation to become Southeast Asia’s preferred destination for inclusive, sustainable, and innovation-led events.
How is your country positioning itself to attract more international MICE events in 2025–2026, and what advantages or challenges do you anticipate?
Indonesia is implementing a comprehensive national strategy to strengthen its position as a leading destination for international MICE events. Central to this effort is the “Indonesia — Gateway to ASEAN MICE” branding campaign, which promotes the country’s rich cultural heritage, strategic location, and sectoral leadership in areas like the digital economy, blue economy, Islamic finance, and renewable energy. Infrastructure upgrades are also a major focus, with expanded and modernised venues in Jakarta, Bali, Labuan Bajo, and Lombok, supported by improved transportation networks and 5G integration. Travel facilitation measures such as expanded Visa on Arrival access, dedicated MICE lanes at airports, and new digital systems for visas and customs are lowering barriers for international participants.
At the same time, Indonesia is enhancing its global visibility through partnerships with international MICE bodies, bid support centres, and familiarisation trips for overseas buyers. Its experiential offerings including eco-integrated venues, cultural immersion programmes, and halal-friendly infrastructure, further differentiate the country from regional competitors. The government is also investing in sector-specific events aligned with national economic goals, such as those focused on electric vehicles, ESG, and Islamic finance. However, challenges remain, including a shortage of skilled MICE professionals outside major cities, coordination gaps among agencies, and limited global brand recognition. By addressing these issues through talent development, policy streamlining, and strategic promotion, Indonesia is poised to elevate its standing as Southeast Asia’s next MICE powerhouse, where business, culture, and sustainability come together.
Looking ahead, which sectors or audience segments (e.g., medical congresses, tech conferences, incentive travel) are expected to drive the most growth in your country’s MICE industry?
Indonesia’s MICE industry is entering a new phase of growth driven by sector-specific opportunities and the expansion of events beyond traditional hubs like Jakarta and Bali. Six high-potential verticals are emerging as key growth engines between 2025 and 2026. The medical and healthcare sector is rapidly expanding, supported by a growing number of hospitals, health professionals, and interest in medical tourism and health-tech, making it ideal for hosting international congresses and biotech expos. Technology and the digital economy are also fuelling demand, as Indonesia strengthens its position as Southeast Asia’s largest digital market, giving rise to conferences in AI, fintech, and cybersecurity.
Incentive travel and corporate retreats are rebounding, especially from regional markets, with destinations like Labuan Bajo and Lake Toba offering immersive, culture-rich, and ESG-aligned experiences. Meanwhile, Indonesia’s commitment to sustainability and its leadership in renewable energy are catalysing events in green finance, clean mobility, and the blue economy. The halal economy is another strong focus, with Indonesia emerging as a global player in Islamic finance, modest fashion, and halal tourism, creating opportunities for related expos and summits. Lastly, agribusiness, fisheries, and marine innovation are poised for growth, with smart aquaculture and sustainable food systems at the forefront of industry dialogue. Together, these sectors reflect Indonesia’s broader economic priorities, and with the right partnerships, content localisation, and alignment to global trends, they are set to drive a more inclusive and globally competitive MICE landscape.
Last modified: September 14, 2025
