Pasar bisnis MICE (meeting, incentive, convention, exhibition) semakin membesar. Data dari Statista.com, nilainya mencapai US$1.8 miliar atau Rp27 triliun pada 2030. Oleh karena itu, Indonesia akan lebih agresif menggembangkan sektor MICE.
Serupa dengan negara-negara di kawasan Asia, kontribusi sektor MICE terhadap industri pariwisata nasional bertengger di angka kurang lebih 30 persen.
Meskipun secara kuantitas jumlahnya lebih sedikit, namun kualitas pengeluaran turis MICE di atas rata-rata turis leisure. Per kunjungan turis MICE ditengarai menghabiskan kurang lebih US$1.500 atau Rp22,5 juta, angka itu di luar tiket pesawat dan biaya registrasi acara.
Berdasarkan hasil riset yang dilakukan oleh Allied Market Research, dollar-dollar turis MICE itu mengalir sebagian besar untuk akomodasi (65 persen), kebutuhan makan minum selama di destinasi (15 persen), belanja oleh-oleh (10 persen), dan biaya transportasi lokal (10 persen).
Tak ayal, banyak destinasi berlomba menjadi tuan rumah perhelatan MICE. Salah satunya adalah Yogyakarta yang awal Februari lalu telah sukses menjadi tuan rumah perhelatan ASEAN Tourism Forum (ATF 2023). Data dari Official Organizer ATF 2023, diperkirakan jumlah delegasi yang datang dari luar Yogyakarta kurang lebih mencapai 800 orang.
Walhasil, apabila dikalikan dengan rerata spending turis MICE di kawasan asia (US$1.500 per kunjungan), total pengeluaran para delegasi mencapai Rp18 miliar (kurs:15.000).
Nilainya terbilang lumayan untuk mengisi kantong pendapatan stakeholder pariwisata di Yogyakarta. Apalagi, pelaksanaan kegiatan MICE seperti ATF, lazimnya digelar pada masa low season.
Akan tetapi, turunan ekonomi dari kegiatan ATF 2023 bukan hanya itu. Nilai transaksi yang terjadi pada rangkaian kegiatan ATF, yaitu pada acara Travel Exchange (Travex) dan Pameran Pariwisata & Ekonomi Kreatif (B2C) jauh lebih besar.
Travex yang diikuti 115 buyer dari 29 negara dan 348 seller dari 11 negara, membukukan total potensi transaksi sebesar Rp527,25 miliar (134.686 pax).
Dari jumlah itu, sebanyak Rp237,25 miliar (83,868 pax) merupakan potensi transaksi untuk paket wisata di Indonesia. Sedangkan untuk pameran Pariwisata dan Ekonomi Kreatif yang diikuti 205 UMKM dan dihadiri 6,169 pengunjung membukukan transaksi senilai Rp8,12 miliar.
Selain itu, kegiatan ATF 2023 juga menciptakan peluang kerja bagi 1.034 SDM yang terlibat langsung, dan 2.895 SDM yang terlibat tidak langsung.
Apabila ditotal, berkah ekonomi dari ATF 2023 terhadap Yogyakarta senilai Rp5,6 triliun dan berkontribusi pada PDRB Yogyakarta sebesar 3,76 persen.
“Kegiatan MICE itu memberikan manfaat yang besar secara ekonomi maupun budaya,†kata Vinsensius Jemadu, Deputi Bidang Produk Wisata dan Penyelenggara Kegiatan.
Namun, berkah ekonomi itu tak dicapai dengan mudah. Beruntung, Yogyakarta sebagai tuan rumah dapat mengharmonisasikan berbagai pihak untuk saling berkolaborasi menyukseskan perhelatan ATF 2023.
Mulai dari kalangan asosiasi di bidang pariwisata (ASITA, PHRI, HPI, ASPERAPI), pemerintah kota/kabupaten, kepolisian, pelaku usaha, akademisi, hingga media massa.
Pada ATF 2023, keterlibatan pemerintah kota/kabupaten nyata terlihat dalam rangkaian program pre/post tour untuk para delegasi. Mereka mau memfasilitasi program pre/post tour agar delegasi dapat melihat langsung potensi wisata yang dimiliki.
Jogja Expo Center (JEC) yang menjadi venue acara kegiatan Travex dan Pameran Pariwisata & Ekonomi Kreatif juga melakukan pembenahan fasilitas gedung seperti perluasan lahan parkir, pembangunan mushola, perbaikan AC dan toilet, hingga pengecatan ruang pameran. Investasi untuk renovasi itu menelan biaya hingga Rp8 miliar.
Selain itu, Fakultas Ilmu Budaya Universitas Gadjah Mada (UGM), juga turut berkontribusi dalam hal riset terkait dampak pelaksanaan ATF terhadap perekonomian Yogyakarta, dan memberikan rekognisi 3 SKS untuk mahasiswa yang terlibat sebagai liaison officer (LO) maupun volunteer.
Berkat kolaborasi apik antara pemerintah pusat - dalam hal ini Kementerian Pariwisata dan Ekonomi Kreatif selaku empunya acara - pemerintah daerah, dan stakeholder pariwisata, ATF 2023 di Yogyakarta akhirnya dapat berjalan sukses serta memberikan kontribusi besar terhadap perekonomian.
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Economic Impact of MICE Activities on Destinations
The MICE (meeting, incentive, convention, exhibition) business market is getting bigger. Data from Statista.com, the value will reach US$1.8 billion or Rp27 trillion by 2030. Therefore, Indonesia will be more aggressive in developing the MICE sector.
Similar to countries in the Asian region, the contribution of the MICE sector to the national tourism industry is approximately 30 percent. Although the quantity is smaller, the quality of MICE tourist spending is above the average leisure tourist. MICE tourists are estimated to spend approximately US$1,500 or Rp22.5 million per visit, excluding airfare and event registration fees.
Based on research conducted by Allied Market Research, most of the MICE tourist dollars are spent on accommodation (65 percent), food and drink needs while in the destination (15 percent), souvenir shopping (10 percent), and local transportation costs (10 percent).
No wonder, many destinations are competing to host MICE events. One of them is Yogyakarta, which in early February successfully hosted the ASEAN Tourism Forum (ATF 2023). Data from the Official Organizer of ATF 2023, it is estimated that the number of delegates coming from outside Yogyakarta will reach approximately 800 people. As a result, when multiplied by the average spending of MICE tourists in the Asian region (US$1,500 per visit), the total expenditure of the delegates reached Rp18 billion (exchange rate: 15,000).
The value is fairly decent to fill the revenue pockets of tourism stakeholders in Yogyakarta. Moreover, the implementation of MICE activities such as ATF is usually held during the low season.
However, the economic derivatives of ATF 2023 activities are not just that. The transaction value that occurred in a series of ATF activities, namely at the Travel Exchange (Travex) event and the Tourism & Creative Economy Exhibition (B2C) was much greater.
Travex, which was attended by 115 buyers from 29 countries and 348 sellers from 11 countries, booked a total potential transaction of Rp527.25 billion (134,686 pax). Of that amount, as much as Rp237.25 billion (83,868 pax) was the potential transaction for tour packages in Indonesia. Meanwhile, the Tourism and Creative Economy exhibition, which was attended by 205 MSMEs and 6,169 visitors, booked transactions worth IDR 8.12 billion.
In addition, ATF 2023 activities also created employment opportunities for 1,034 human resources directly involved, and 2,895 human resources indirectly involved.
In total, the economic benefits of ATF 2023 to Yogyakarta amounted to Rp5.6 trillion and contributed to Yogyakarta's GRDP by 3.76 percent.
"MICE activities provide great economic and cultural benefits," said Vincent Jemadu, Deputy for Tourism Products and Event Organizers.
However, the economic benefits were not achieved easily. Luckily, Yogyakarta as the host can harmonize various parties to collaborate with each other to make the ATF 2023 event a success. Starting from associations in the tourism sector (ASITA, PHRI, HPI, ASPERAPI), city / district governments, police, business people, academics, to the mass media.
At ATF 2023, the city/district government's involvement was evident in a series of pre/post tour programs for delegates. They were willing to facilitate the pre/post tour program so that delegates could directly see their tourism potential.
Jogja Expo Center (JEC), which is the venue for Travex activities and Tourism & Creative Economy Exhibition, also made improvements to building facilities such as expanding parking lots, building prayer rooms, repairing air conditioners and toilets, and painting the exhibition hall. The investment for the renovation cost up to Rp8 billion.
In addition, the Faculty of Cultural Sciences, Gadjah Mada University (UGM), also contributed in terms of research related to the impact of ATF implementation on the economy of Yogyakarta, and provided 3 credits recognition for students involved as liaison officers (LO) and volunteers.
Thanks to the neat collaboration between the central government - in this case the Ministry of Tourism and Creative Economy as the owner of the event - local governments, and tourism stakeholders, ATF 2023 in Yogyakarta can finally run successfully and make a major contribution to the economy.
