Indonesian government may reduce support for MICE mart

07 May 2013  2035 | World Travel News

FACED with greater competition for marketing funds, the Ministry of Tourism and Creative Economy will re-evaluate the effectiveness of the Indonesia Corporate Meetings & Incentive Travel Mart (ICMITM), a move that may see the ministry cut back on its support in the coming years.

Over the last six years, the ministry has jointly organised ICMITM with Bank Danamon American Express with the aim of encouraging local and foreign companies to organise events in Indonesia, while also promoting the country’s 16 destinations of focus (TTG Asia e-Daily, September 28, 2012). Buyers were sponsored by the government.

Said the ministry’s MICE and special interest promotion director, Rizki Handayani: “It is time to review the event thoroughly after six years to see how effective it is to host destinations in their efforts to promote themselves as MICE destinations, how the event benefits buyers and sellers and how effective the cooperation (between the ministry and) Bank Danamon American Express is.

“We will survey buyers and sellers to gain their input and determine what we should do next…We will also relook at the government’s role in this event.”

Handayani said that while her directorate was expanding its focus from solely MICE to include special interest areas such as sports tourism, spa and wellness, culinary, cruises etc, the marketing budget was not increasing significantly.

Formerly the Indonesia MICE and Corporate Travel Mart (IMCTM), the annual event was created in 2008 by RajaMICE.com, Bank Danamon American Express and the then Ministry of Culture and Tourism.

Last year, RajaMICE.com withdrew its participation, taking with it the IMCTM brand, while Bank Danamon American Express continued to partner the ministry, renaming the event ICMITM.

Meanwhile, Bank Danamon American Express continues to believe that ICMITM has achieved its goal of introducing new MICE destinations. Its executive vice president - card business head, Dessy Masri, said last week that following the ICMITM in Medan in May last year, spending on MICE- and travel-related events grew by 20 per cent between May and December last year (TTG Asia e-Daily, May 3, 2013).

 

Sourced: ttgasia

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