Ceruk pasar incentive travel semakin membesar. Berdasarkan data Allied Market Research, kue bisnis incentive travel di dunia mencapai AU$42 miliar atau Rp436 triliun (kurs:Rp10.400) pada 2021, dan bertumbuh menjadi AU$216,8 miliar atau Rp2.254,7 triliun pada 2031. Pertumbuhan tercepat terjadi di kawasan Asia Pasifik dengan tingkat pertumbuhan per tahun 12,79 persen.
Untuk menggarap potensi tersebut, Kementerian Pariwisata dan Ekonomi Kreatif (Kemenparekraf) berpartisipasi dalam kegiatan The Asia Pacific Incentive Travel and Meeting Event (AIME) yang berlangsung pada 12-15 Februari 2023 di Melbourne, Australia.
AIME merupakan trade show incentive travel terbesar di kawasan Asia-Pasifik yang diikuti 350 exhibitor, 400 hosted buyer, dan dihadiri 2.000 visitor buyer. Adapun potensial bisnis yang terjadi selama kegiatan mencapai AU$120 juta atau Rp1,2 triliun pada 2022.
Dalam kegiatan tersebut, Kemenparekraf memfasilitasi beberapa pelaku industri yang berasal dari Bali, Jakarta, dan Batam-Bintan untuk hadir di AIME sebagai sellers. Rerata pelaku industri bertemu 16-25 potential buyers yang berasal dari sejumlah negara seperti Australia, Tiongkok, Singapura, India, Malaysia, Selandia Baru, Vietnam, dan Thailand.
Menurut Managing Director Melali MICE Ketut Jaman, minat buyers untuk mengadakan program incentive travel mengalami peningkatan pada 2023 dan 2024. “Kemarin itu banyak yang pending karena pandemi. Mereka (buyers) mengatakan akan merealisasikan pada tahun ini atau tahun depan. Bujetnya masih ada,†katanya.
Terkait dengan potensi Indonesia sebagai destinasi tujuan incentive travel, menurut Director of Convention Services Jakarta Convention Center Hosea Andreas Runkat, peluang Indonesia masih sangat besar. Setidaknya itu tercermin dari banyaknya pelaku industri yang mendapatkan appointment dengan para buyers yang hadir di AIME.
Director of Sales Marketing Hyatt Regency Bali Iin Sari mengatakan kegiatan seperti AIME ini baik untuk eksistensi Indonesia di ceruk bisnis incentive travel pasca pandemi. “Interest buyers cukup baik. Ada beberapa yang sudah dapat leads untuk pelaksanaan di kuartal ketiga,†kata Iin.
Menurut Direktur Pertemuan, Insentif, Konvensi, dan Pameran Kemenparekraf Masruroh, potensi transaksi yang terjadi di booth Wonderful Indonesia selama kegiatan AIME mencapai kurang lebih Rp105,6 miliar dengan perkiraan jumlah peserta sebanyak 39.935 pax.
“Bali dan Jakarta masih menjadi top of mind para buyers untuk mengadakan event MICE di Indonesia, diikuti oleh Yogyakarta dan Surabaya,†kata Masruroh.
Lebih lanjut ia menjelaskan bahwa Australia itu bukan hanya pasar utama untuk segmen pasar leisure, melainkan juga segmen MICE. Sebelum pandemi, total turis asal Australia yang bertandang ke Indonesia berjumlah 1.386.803 pada 2019. Apabila rerata turis mengeluarkan US$1,200 atau sekitar Rp18 juta (kurs:Rp15,000), maka devisa yang diperoleh kurang lebih Rp24,9 triliun.
Meskipun kunjungan turis asal Australia saat ini belum kembali pulih, namun grafiknya menunjukkan pertumbuhan positif dibandingkan 2020 dan 2021. Berdasarkan data BPS tercatat ada 654,464 turis Australia yang berkunjung ke Indonesia pada 2022.
“Tidak hanya leisure, Australia juga pasar utama kita untuk incentive trip. Jadi itu dasar mengapa kami ikut AIME di Melbourne,†kata Masruroh.
Alhasil, kegiatan trade show semisal AIME cukup efektif untuk mendatangkan devisa dan meningkatkan jumlah kunjungan turis MICE ke Indonesia, yang ditargetkan sekitar 25 persen dari total kunjungan turis atau sekitar 900 ribu hingga 1,9 juta turis (Rencana Strategis Kemenparekraf 2020-2024).
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Kemenparekraf Obtained Potential Leads of Rp105.6 Billion at AIME 2023
The incentive travel market niche has gotten bigger. Based on Allied Market Research data, the incentive travel business in the world reached AU$42 billion or IDR436 trillion (exchange rate: IDR10,400) in 2021, and will grow to AU$216.8 billion or IDR2,254.7 trillion by 2031. The fastest growth occurs in the Asia Pacific region with an annual growth rate of 12.79 percent.
To work on this potential, the Ministry of Tourism and Creative Economy (Kemenparekraf) participated in The Asia Pacific Incentive Travel and Meeting Event (AIME) which took place on February 12-15, 2023 in Melbourne, Australia. AIME is the largest incentive travel trade show in the Asia-Pacific region with 350 exhibitors, 400 hosted buyers, and 2,000 visitor buyers. The potential business that occurred during the activity reached AU$120 million or Rp1.2 trillion in 2022.
In this activity, Kemenparekraf facilitated several industry players from Bali, Jakarta, and Batam-Bintan to be present at AIME as sellers. On average, industry players met 16-25 potential buyers from countries such as Australia, China, Singapore, India, Malaysia, New Zealand, Vietnam, and Thailand.
According to Melali MICE Managing Director Ketut Jaman, buyers' interest in holding incentive travel programs has increased in 2023 and 2024. "Yesterday, many were pending because of the pandemic. They (buyers) said they would realize it this year or next year. The budget is still there," he said.
Regarding Indonesia's potential as an incentive travel destination, according to Jakarta Convention Center Director of Convention Services Hosea Andreas Runkat, Indonesia's opportunities are still very large. At least that is reflected in the number of industry players who got appointments with buyers who attended AIME.
Director of Sales Marketing Hyatt Regency Bali Iin Sari said that activities like AIME are good for Indonesia's existence in the post-pandemic incentive travel business niche. "Interest buyers are quite good. There are several who have received leads for implementation in the third quarter," said Iin.
According to the Director of Meetings, Incentives, Conventions and Exhibitions of the Ministry of Tourism and Creative Economy Masruroh, the potential transactions that occurred at the Wonderful Indonesia booth during the AIME activity reached approximately Rp105.6 billion with an estimated number of participants of 39,935 pax.
"Bali and Jakarta are still the top of mind for buyers to hold MICE events in Indonesia, followed by Yogyakarta and Surabaya," Masruroh said.
He further explained that Australia is not only the main market for the leisure market segment, but also the MICE segment. Before the pandemic, the total number of Australian tourists visiting Indonesia was 1,386,803 in 2019. If the average tourist spends US$1,200 or around Rp18 million (exchange rate: Rp15,000), then the foreign exchange earned is approximately Rp24.9 trillion.
Although tourist arrivals from Australia are currently not recovering, the graph shows positive growth compared to 2020 and 2021. Based on BPS data, there were 654,464 Australian tourists visiting Indonesia in 2022.
"Not only leisure, Australia is also our main market for incentive trips. So that's the basis why we joined AIME in Melbourne," said Masruroh.
As a result, trade show activities such as AIME are quite effective in bringing in foreign exchange and increasing the number of MICE tourist visits to Indonesia, which is targeted at around 25 percent of total tourist visits or around 900 thousand to 1.9 million tourists (Kemenparekraf Strategic Plan 2020-2024).
