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Indonesia MICE Promotion
MASRUROH
Ministry of Tourism & Creative Economy
OUTLINE
 Destination Review
 Policy
 Structure
 Budgets
 Promotions
 Business Level
 Key Challenges
 Key Strategies
YEAR
INTERNATIONAL VISITOR
ARRIVALS
Average Expenditure
(USD) Average
Length of
Stay
Foreign Exchange
ARRIVALS (%) Per Visit Per Day Billion USD (%)
2001 5.153.620 1,77 1.053,36 100,42 10,49 5.428,62 -5,57
2002 5.033.400 -2,33 893,26 91,29 9,79 4.496,15 -17,18
2003 4.467.021 -11,25 903,74 93,27 9,69 4.037,02 -10,21
2004 5.321.165 19,12 901,66 95,17 9,47 4.797,90 18,85
2005 5.002.101 -6,00 904,00 99,86 9,05 4.521,90 -5,75
2006 4.871.351 -2,61 913,09 100,48 9,09 4.447,98 -1,63
2007 5.505.759 13,02 970,98 107,70 9,02 5.345,98 20,19
2008 6.429.027 16,77 1.178,54 137,38 8,58 7.377,39 38,00
2009 6.452.259 0,36 995,93 129,57 7,69 6.302,50 -14,57
2010 7.002.944 10,74 1.085,75 135.01 8.04 7.599,99 20.63
2011 7.649.731 9,24 1.118,26 142,63 7,84 8.554,38 12.55
2012 5.211.704*
Source : National Statistic Bureau, 2011 *Last Update August 2012
MICE TOURIST
2005 2006 2007 2008 2009 2010
MICE 67,147 68,118 89,770 190,970 205,037 236,082
TOTAL
VISITORS
5,002,101 4,871,351 5,505,759 6,234,497 6,323,730 7,002,944
SHARE 1.34% 1.40% 1.63% 3.06% 3.24% 3.37%
5002101 4871351
5505759
6234497 6323730
7002944
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
2005 2006 2007 2008 2009 2010
MICE TOURIST
1.34% 1.40% 1.63%
3.04% 3.24% 3.37%
Data : Survey M TCE
Indonesia MICE Destination
 Accessibility
 Venue Facilities
 Supporting Facilities
 Previous MICE Event
 Human Resources
 Stakeholders
CRITERIA
Medan
Padang/Bukit Tinggi
Batam
Jakarta
Bandung
Yogyakarta
Surabaya
Palembang
Lombok
Balikpapan
Bali
Makassar
Manado
Solo
INDONESIA MICE DESTINATIONS
JAKARTA
SURABAYA
YOGYAKARTA
BATAM
BALI LOMBOK
BALIKPAPAN
PALEMBANG
MEDAN
PADANG
BANDUNG
MAKASSAR
MANADO
SOLO
INDONESIA MICE DESTINATION
Cities Accessibilities Venue
Supporting Services
PCO’
s
PEO’
s
Conv
Bureau
Fwding TA/TO Stand
Contract
or
Medan Polonia Int’l
Airport (8 Int’l
Flights)
Hotels (More than
500 Rooms ) &
Convention Centers
(Up to 2.500
people).
√ √ √ √ √
Padang/
Bukittinggi
Minangkabau Int’l
Airport (1 Intl
Flight)
Hotels (More than
500 Rooms ) &
Convention Centers
(Up to 2.500 people)
√ √ √ √ √
Batam Hang Nadim Int’l
Airport (2 Intl
Flights)
Hotels (More than
500 Rooms ) &
Convention Centers
(1.000 – 2.500
people)
√ √ √ √ √
Jakarta Soekaro Hatta
Int’l Airport (77 Intl
flights)
Hotels (More than
1000 Rooms ) &
Convention Centers
(up to 15.000
people)
√ √ √ √ √ √
Cities Accessibilities Venue
Supporting Services
PCO’
s
PEO’
s
Conv
Bureau
Fwding TA/T
O
Stand
Contract
or
Bandung Husein
Sastranegara Int’l
Airport (4 Intl
Flights)
Hotels (More than
1000 Rooms ) &
Convention
Centers (Up to
5.000 people)
√ √ √ √ √
Surabaya Djuanda Int’l
Airport (15 Int’l
Flights)
Hotels (More than
1000 Rooms ) &
Convention
Centers (up to
10.000 people)
√ √ √ √ √
Jogjakarta Adi Sucipto Int’l
Airport (2 Int’l
Flights)
Hotels (More than
500 Rooms ) &
Convention
Centers (1000 -
5.000 people)
√ √ √ √ √
Bali Ngurah Rai Int’l
Airport (46 Int’l
Flights)
Hotels (More than
1000 Rooms ) &
Convention
Centers (up to
10.000 people)
√ √ √ √ √
Cities Accessibilities Venue
Supporting Services
PCO’
s
PEO’
s
Conv
Bureau
Fwding TA/T
O
Stand
Contract
or
Makassar Hasanudin Int’l
Airport (1 Int’l flight)
Hotels (More than
500 Rooms ) &
Convention
Centers (Up to
2.500 people)
√ √ √ √ √
Manado Sam Ratulangi
Int’l Airport (2 Int’l
flights)
Hotels (More than
500 Rooms ) &
Convention
Centers (Up to
2.500 people)
√ √ √ √ √
Palembang Mahmud
Baddarudin II Int’l
Airport (2 Int’l
flights)
Hotels (More than
500 Rooms ) &
Convention
Centers (Up to
2.500 people)
√ √ √ √ √
Balikpapan Sepinggan Int’l
Airport (3 Int’l
flights)
Hotels (More than
500 Rooms ) &
Convention
Centers (Up to
2.500 people)
√ √ √ √ √
Cities Accessibilities Venue
Supporting Services
PCO’
s
PEO’
s
Conv
Bureau
Fwding TA/T
O
Stand
Contract
or
Lombok Lombok Intl Airport
(2 Int’l flights)
Hotels (More than
500 Rooms ) &
Convention
Centers (Up to
2.500 people)
√ √ √ √ √
Solo Adi Sumarmo Int’l
Airport (1 Int’l flight)
Hotels (More than
500 Rooms ) &
Convention
Centers (Up to
2.500 people)
√ √ √ √ √
What’s New:
 New Airport In Medan in 2013
 The New Soekarno Hatta Airport in 2014
 New Ngurah Rai International Airport in 2013
 New International Convention Center in Alam Sutra, Jakarta in 2014
POLICY
Benefit of Tourism Development
• PRO JOB High Employment
• PRO TECHNOLOGY  The use of technology
• PRO ENVIRONMENT  Sustainable Development
• PRO-CONSERVACY  Sustainable Development
Structure
Structure
• Directorate General of Tourism Destination Development
• Directorate General of Tourism Marketing
• Visit Indonesia Tourism Officer (VITO)
• Convention Bureau
 Jakarta Convention and Exhibition Bureau
• Tourism Board :
 Indonesia Tourism Promotion Board
 North Sulawesi Tourism Board
 Sumatera Tourism Board
 Bali Tourism Board
Ministry of Tourism & Creative Economy
Related
Budget
Budget
National Level:
• Media Placement
• Facilitating  Bring in Event to Indonesia
Provincial / City Level:
• There are no special budget
Promotion Strategy
Political Will
• International MICE Event Begin in 1955 when Indonesia hosting The 1st Asia
Africa Conference
• President instruction in 2004 to bring as many as possible International
MICE event to Indonesia
• 2007, Bali hosted the 1st UNFCCC (United Nation Framework Convention on
Climate Change
• 2009, Manado hosted World Ocean Conference and Coral Triangle
Initiative.
• 2011, Jakarta & Bali hosted ASEAN Summit with more than 300 ASEAN
Summit-related Meeting in all over Indonesia
• 2012, Manado hosted ASEAN Tourism Forum
• 2013, Jakarta & Bali will be hosting APEC (Asia-Pacific Economic
Cooperation)
Tourism Marketing Policy
Country
Image
Central
Government
(Ministry)
Destination
Image
Local
Government
Product/Attraction
Tour Package
Tourism
Industry
C
O
O
R
D
O
N
A
T
I
N
G
MICE Promotion
Target
How ?
Internal
External
M
M
M
Market Intelligent
Collateral Material
standards
Outward
Inward
How?
Capacity Building M asters
Promotion
Marketing
Communication
M arketers
Networking M issionaries
Training
Seminar, Workshop
Fam Trip / MICE Site visit
Internship
2012-2014
2012-2014
2012-2014
2012-2014
Capacity Building
M asters
Branding : Campaign
PR-ing : PressConf, TalkShow, Advertorisal,
Advertisement, Delegate Boosting
2012-2014
2012-2014
Trade Show, Consumer Show, Exhibitions
Event Participation/Festival
Business Facilitating: Sales Mission, MICE gathering,
Roadshows, Direct Selling, Bidding
Event / Festival
2012-2014
2012-2014
2012-2014
2012-2014
M arketers
Promotion
Marketing
Communication
Active in Organization (National, Regional, International))
Activate Representative
Prominent Person
Community Empowerment
2012-2014
2012-2014
2012-2014
2012-2014
M issionaries
Networking
Business Level
Business Level
Domestic
 Political Party
 Government Meetings
 Community / Association
 Exhibitions
International
 Mainly in Jakarta & Bali
Ministry Support for MICE
 Lesson-learned
 Event Review
and Evaluation
 Testimonial
Pre Event During Event Post Event
 Int’l Trade Show
 Bidding Assistance
 Media Campaign
 Destination Promotions
MICE Site Program, for:
• PCO/PEO
• Incentives Houses
• Key-Contacts
 Coordination with relevant Gov’.Institutions
 Help-desk at international gates (air/seaports)
 Pre-Post tour / Spouse programs
 Functions (receptions)
 Cultural Performance
 Souvenirs
The Criteria to Qualify for Benefits
Proposal to be submitted before the fiscal year commenced
MEETINGS, CONVENTIONS, EXHIBITIONS, EVENTS
 International Participants:
• 500 persons minimum
• From 10 countries
 At least 3 night stays in Indonesia
 Broad Media Coverage
INCENTIVE GROUPS
 At least 100 participants from
overseas countries
 At least 3 night stays in Indonesia
Key Challenges
Challenges
 Venue
 Connectivity (Direct Access)
 Incentives Scheme from the
Government
 Budgeting
 Association Awareness
Key Strategies
Strategies
 Involving all government institutions
 Involving Local Associations
 Involving Communities (Religions,
Students, ethnics)
Event
2011
ASEAN Summit
Indonesian Chairmanship on
ASEAN 2011
Government Event
Sport
Event
2011
SEA Games
Government Event
Jakarta
• Supporting Host
• 18 sports
Palembang, South Sulawesi
11 November 2011
Palembang
• Host
• 20 sports
ELIZABETH
GILBERT
Writer
2010
Journey with
Richard Gere at
Borobudur Temple
RICHARD GERE
2011
Involving communities
2012
Incentive Meeting
V-Net Conference
Why Indonesia?
Exciting Accompanying Person’s
Activities
From Sightseeing to Art Learning
Indonesia offers an attractive low cost to high quality service
Indonesia has an exotic mix of
fascinating cultures
a large variety of sporting activities
from golfing to diving
breathtaking nature
pristine tropical beaches
Personal Luxury - Spa Experience
Sight Seeing
Ubud Art
Art Learning
Exquisite Food
shopping at great value for money
all in a family-friendly atmosphere
THANK YOU

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Indonesia MICE Promotion

  • 1. Indonesia MICE Promotion MASRUROH Ministry of Tourism & Creative Economy
  • 2. OUTLINE  Destination Review  Policy  Structure  Budgets  Promotions  Business Level  Key Challenges  Key Strategies
  • 3. YEAR INTERNATIONAL VISITOR ARRIVALS Average Expenditure (USD) Average Length of Stay Foreign Exchange ARRIVALS (%) Per Visit Per Day Billion USD (%) 2001 5.153.620 1,77 1.053,36 100,42 10,49 5.428,62 -5,57 2002 5.033.400 -2,33 893,26 91,29 9,79 4.496,15 -17,18 2003 4.467.021 -11,25 903,74 93,27 9,69 4.037,02 -10,21 2004 5.321.165 19,12 901,66 95,17 9,47 4.797,90 18,85 2005 5.002.101 -6,00 904,00 99,86 9,05 4.521,90 -5,75 2006 4.871.351 -2,61 913,09 100,48 9,09 4.447,98 -1,63 2007 5.505.759 13,02 970,98 107,70 9,02 5.345,98 20,19 2008 6.429.027 16,77 1.178,54 137,38 8,58 7.377,39 38,00 2009 6.452.259 0,36 995,93 129,57 7,69 6.302,50 -14,57 2010 7.002.944 10,74 1.085,75 135.01 8.04 7.599,99 20.63 2011 7.649.731 9,24 1.118,26 142,63 7,84 8.554,38 12.55 2012 5.211.704* Source : National Statistic Bureau, 2011 *Last Update August 2012
  • 4. MICE TOURIST 2005 2006 2007 2008 2009 2010 MICE 67,147 68,118 89,770 190,970 205,037 236,082 TOTAL VISITORS 5,002,101 4,871,351 5,505,759 6,234,497 6,323,730 7,002,944 SHARE 1.34% 1.40% 1.63% 3.06% 3.24% 3.37% 5002101 4871351 5505759 6234497 6323730 7002944 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 2005 2006 2007 2008 2009 2010 MICE TOURIST 1.34% 1.40% 1.63% 3.04% 3.24% 3.37% Data : Survey M TCE
  • 5. Indonesia MICE Destination  Accessibility  Venue Facilities  Supporting Facilities  Previous MICE Event  Human Resources  Stakeholders CRITERIA
  • 8. Cities Accessibilities Venue Supporting Services PCO’ s PEO’ s Conv Bureau Fwding TA/TO Stand Contract or Medan Polonia Int’l Airport (8 Int’l Flights) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people). √ √ √ √ √ Padang/ Bukittinggi Minangkabau Int’l Airport (1 Intl Flight) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √ Batam Hang Nadim Int’l Airport (2 Intl Flights) Hotels (More than 500 Rooms ) & Convention Centers (1.000 – 2.500 people) √ √ √ √ √ Jakarta Soekaro Hatta Int’l Airport (77 Intl flights) Hotels (More than 1000 Rooms ) & Convention Centers (up to 15.000 people) √ √ √ √ √ √
  • 9. Cities Accessibilities Venue Supporting Services PCO’ s PEO’ s Conv Bureau Fwding TA/T O Stand Contract or Bandung Husein Sastranegara Int’l Airport (4 Intl Flights) Hotels (More than 1000 Rooms ) & Convention Centers (Up to 5.000 people) √ √ √ √ √ Surabaya Djuanda Int’l Airport (15 Int’l Flights) Hotels (More than 1000 Rooms ) & Convention Centers (up to 10.000 people) √ √ √ √ √ Jogjakarta Adi Sucipto Int’l Airport (2 Int’l Flights) Hotels (More than 500 Rooms ) & Convention Centers (1000 - 5.000 people) √ √ √ √ √ Bali Ngurah Rai Int’l Airport (46 Int’l Flights) Hotels (More than 1000 Rooms ) & Convention Centers (up to 10.000 people) √ √ √ √ √
  • 10. Cities Accessibilities Venue Supporting Services PCO’ s PEO’ s Conv Bureau Fwding TA/T O Stand Contract or Makassar Hasanudin Int’l Airport (1 Int’l flight) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √ Manado Sam Ratulangi Int’l Airport (2 Int’l flights) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √ Palembang Mahmud Baddarudin II Int’l Airport (2 Int’l flights) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √ Balikpapan Sepinggan Int’l Airport (3 Int’l flights) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √
  • 11. Cities Accessibilities Venue Supporting Services PCO’ s PEO’ s Conv Bureau Fwding TA/T O Stand Contract or Lombok Lombok Intl Airport (2 Int’l flights) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √ Solo Adi Sumarmo Int’l Airport (1 Int’l flight) Hotels (More than 500 Rooms ) & Convention Centers (Up to 2.500 people) √ √ √ √ √ What’s New:  New Airport In Medan in 2013  The New Soekarno Hatta Airport in 2014  New Ngurah Rai International Airport in 2013  New International Convention Center in Alam Sutra, Jakarta in 2014
  • 12. POLICY Benefit of Tourism Development • PRO JOB High Employment • PRO TECHNOLOGY  The use of technology • PRO ENVIRONMENT  Sustainable Development • PRO-CONSERVACY  Sustainable Development
  • 14. Structure • Directorate General of Tourism Destination Development • Directorate General of Tourism Marketing • Visit Indonesia Tourism Officer (VITO) • Convention Bureau  Jakarta Convention and Exhibition Bureau • Tourism Board :  Indonesia Tourism Promotion Board  North Sulawesi Tourism Board  Sumatera Tourism Board  Bali Tourism Board Ministry of Tourism & Creative Economy Related
  • 16. Budget National Level: • Media Placement • Facilitating  Bring in Event to Indonesia Provincial / City Level: • There are no special budget
  • 18. Political Will • International MICE Event Begin in 1955 when Indonesia hosting The 1st Asia Africa Conference • President instruction in 2004 to bring as many as possible International MICE event to Indonesia • 2007, Bali hosted the 1st UNFCCC (United Nation Framework Convention on Climate Change • 2009, Manado hosted World Ocean Conference and Coral Triangle Initiative. • 2011, Jakarta & Bali hosted ASEAN Summit with more than 300 ASEAN Summit-related Meeting in all over Indonesia • 2012, Manado hosted ASEAN Tourism Forum • 2013, Jakarta & Bali will be hosting APEC (Asia-Pacific Economic Cooperation)
  • 21. Market Intelligent Collateral Material standards Outward Inward How? Capacity Building M asters Promotion Marketing Communication M arketers Networking M issionaries
  • 22. Training Seminar, Workshop Fam Trip / MICE Site visit Internship 2012-2014 2012-2014 2012-2014 2012-2014 Capacity Building M asters Branding : Campaign PR-ing : PressConf, TalkShow, Advertorisal, Advertisement, Delegate Boosting 2012-2014 2012-2014 Trade Show, Consumer Show, Exhibitions Event Participation/Festival Business Facilitating: Sales Mission, MICE gathering, Roadshows, Direct Selling, Bidding Event / Festival 2012-2014 2012-2014 2012-2014 2012-2014 M arketers Promotion Marketing Communication Active in Organization (National, Regional, International)) Activate Representative Prominent Person Community Empowerment 2012-2014 2012-2014 2012-2014 2012-2014 M issionaries Networking
  • 24. Business Level Domestic  Political Party  Government Meetings  Community / Association  Exhibitions International  Mainly in Jakarta & Bali
  • 26.  Lesson-learned  Event Review and Evaluation  Testimonial Pre Event During Event Post Event  Int’l Trade Show  Bidding Assistance  Media Campaign  Destination Promotions MICE Site Program, for: • PCO/PEO • Incentives Houses • Key-Contacts  Coordination with relevant Gov’.Institutions  Help-desk at international gates (air/seaports)  Pre-Post tour / Spouse programs  Functions (receptions)  Cultural Performance  Souvenirs The Criteria to Qualify for Benefits Proposal to be submitted before the fiscal year commenced MEETINGS, CONVENTIONS, EXHIBITIONS, EVENTS  International Participants: • 500 persons minimum • From 10 countries  At least 3 night stays in Indonesia  Broad Media Coverage INCENTIVE GROUPS  At least 100 participants from overseas countries  At least 3 night stays in Indonesia
  • 28. Challenges  Venue  Connectivity (Direct Access)  Incentives Scheme from the Government  Budgeting  Association Awareness
  • 30. Strategies  Involving all government institutions  Involving Local Associations  Involving Communities (Religions, Students, ethnics)
  • 31. Event 2011 ASEAN Summit Indonesian Chairmanship on ASEAN 2011 Government Event
  • 32. Sport Event 2011 SEA Games Government Event Jakarta • Supporting Host • 18 sports Palembang, South Sulawesi 11 November 2011 Palembang • Host • 20 sports
  • 33. ELIZABETH GILBERT Writer 2010 Journey with Richard Gere at Borobudur Temple RICHARD GERE 2011 Involving communities
  • 37. Indonesia offers an attractive low cost to high quality service
  • 38. Indonesia has an exotic mix of fascinating cultures
  • 39. a large variety of sporting activities from golfing to diving
  • 42. Personal Luxury - Spa Experience
  • 46. shopping at great value for money
  • 47. all in a family-friendly atmosphere