Di antara empat unsur kegiatan MICE (meeting, incentive, convention, exhibition), sektor pameran boleh dibilang yang paling berkembang di Indonesia. Namun, sektor business meeting global ternyata punya potensi yang tak kalah seksi.
Berdasarkan data dari Allied Market Research, dari nilai pasar industri MICE pada 2020 sebesar US$215 miliar, sekitar 61,7 persen atau US$132,9 miliar merupakan kontribusi dari sektor business meeting. Nilai tersebut memang mengalami penurunan apabila dibandingkan dengan periode sebelum pandemi.
Pada 2021 industri MICE mulai mengalami pertumbuhan positif. Merujuk data dari Grand View Research, pasar industri MICE diperkirakan mencapai US658,5 miliar pada 2021. Dari nilai itu, sekitar 45 persen disumbangkan oleh sektor meeting, kemudian disusul exhibition dan convention yang masing-masing sebesar 20 persen, dan incentive travel kurang lebih 15 persen.
Selain itu pandemi juga memicu terjadinya sejumlah perubahan perilaku pasar di industri meeting. Pertama perihal bujet pelaksanaan kegiatan meeting yang mengalami penyusutan. Hal itu dilatari oleh berkurangnya jumlah peserta yang datang secara in person karena biaya tiket pesawat dan harga kamar hotel yang tinggi.
Alternatif kegiatan yang digelar secara hybrid dan online juga menjadi pertimbangan peserta untuk datang langsung atau tidak ke destinasi acara. Alhasil, itu menjadi tantangan penyelenggara untuk dapat menyakinkan peserta datang secara in person, misalnya dengan membuat konten menarik dan speaker berkualitas.
Dalam seminar bertajuk ‘Association Meeting Need’ yang dilaksanakan ICCA di acara The Asia Pacific Incentive and Meeting Event (AIME) yang berlangsung pada 13-15 Februari lalu, juga dipaparkan bahwa format event virtual pada 2023 persentasenya sebesar lima persen, in person 51 persen, dan hybrid sekitar 36 persen.
Tren lain yang terungkap dalam kegiatan itu adalah perihal pertimbangan asosiasi atau klien dalam memilih destinasi. Selain sarana dan prasarana di destinasi, ternyata program insentif yang ditawarkan oleh pemerintah juga menjadi pertimbangan utama.
Menurut Ketua Umum ASPERAPI Hosea Andreas Runkat, yang ikut serta dalam acara tersebut, mengatakan bahwa banyak negara menawarkan program insentif menarik untuk membawa event internasional ke destinasinya. “Karena ujungnya harga. Kalo bisa memberikan insentif sehingga penyelenggara dapat memberikan diskon harga kepada peserta, akan menarik orang untuk datang,†katanya.
Selain itu, tren sustainability event juga akan terus berlanjut pada tahun ini dan beberapa tahun mendatang. Ini terkait dengan kesadaran terhadap isu ramah lingkungan yang semakin meningkat di industri meeting global.
Adapun sektor yang mempunyai permintaan kegiatan meeting yang tinggi, tiga besarnya berasal dari sektor medical, otomotif, dan asuransi. Untuk destinasi tujuan meeting favorit masih didominasi oleh Bali dan Jakarta, meskipun beberapa destinasi seperti Yogyakarta dan Bintan sudah tertangkap radar si empunya kegiatan.
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Post-Pandemic Trend Meeting
Among the four elements of MICE activities (meeting, incentive, convention, exhibition), the exhibition sector is arguably the most developed in Indonesia. However, the global business meeting sector has equally hot potential.
Based on data from Allied Market Research, of the MICE industry market value in 2020 of US$215 billion, around 61.7 percent or US$132.9 billion was contributed by the business meetings sector. This value has indeed decreased when compared to the period before the pandemic.
In 2021, the MICE industry began to experience positive growth. Referring to data from Grand View Research, the MICE industry market is estimated to reach US658.5 billion in 2021. Of that value, around 45 percent is contributed by the meetings sector, followed by exhibitions and conventions, each with 20 percent, and incentive travel of approximately 15 percent.
In addition, the pandemic has also triggered a number of changes in market behavior in the meetings industry. The first is regarding the budget for implementing meeting activities which has shrunk. This was motivated by the reduced number of participants who came in person due to the high cost of airline tickets and hotel room prices.
Alternative activities that are held hybrid and online are also a consideration for participants to come directly or not to the event destination. As a result, it is a challenge for organizers to be able to convince participants to come in person, for example by creating interesting content and quality speakers.
In a seminar entitled 'Association Meeting Need' held by ICCA at The Asia Pacific Incentive and Meeting Event (AIME) which took place on February 13-15, it was also explained that the virtual event format in 2023 had a percentage of five percent, in person 51 percent, and hybrid around 36 percent.
Another trend revealed in the activity was regarding the consideration of associations or clients in choosing a destination. In addition to facilities and infrastructure in the destination, it turned out that the incentive program offered by the government was also a major consideration.
According to ASPERAPI Chairman Hosea Andreas Runkat, who participated in the event, said that many countries offered attractive incentive programs to bring international events to their destinations. "Because the end is price. If you can provide incentives so that organizers can provide price discounts to participants, it will attract people to come," he said.
In addition, the trend of sustainability events will also continue this year and the next few years. This is related to the increasing awareness of environmentally friendly issues in the global meetings industry.
As for sectors that have high demand for meeting activities, the top three come from the medical, automotive and insurance sectors. The favorite meeting destinations are still dominated by Bali and Jakarta, although several destinations such as Yogyakarta and Bintan have been caught on the radar of the owner of the activity.
