The outbound market for Indonesian business events is growing in size, budget and demands, which has international DMCs taking note and neighbouring destinations realising their marketing plans. “Every destination is pursuing the Indonesian outbound MICE market,” says Sidd Ketkar, account manager Asia – business events, Gold Coast Convention Bureau. “They are especially strong for insurance and direct sales incentive groups. We were making one sales call per year, but this has now increased to three or four.”
Top destinations
IB Lolec, regional country manager, Pacific World, says: “Incentive trips are seen as a good tool for staff to become more productive. Corporations and organisations here do these trips each year.
“Singapore, Bangkok, Phuket, Kuala Lumpur, Kota Kinabalu and Hanoi are all popular destinations for outbound groups, even Hong Kong and Shanghai,” he says. “Corporate groups are willing and have the intent to take groups internationally. Southeast Asia is easier to introduce because there are similarities and it is familiar in terms of culture and history.”
Exotic options
Domestic destinations such as Bali are often just as expensive if not more than many of these destinations, and corporate groups are always looking for something new and exotic. “It is just a matter of DMCs packaging and proposing attractive trips,” says Lolec. “Our neighbourhood has a lot of activities. In Singapore there is the Zoo, new attractions at Sentosa Island, Marina Bay Sands and the Singapore Flyer. This means groups don’t have to travel to London to experience such things. The group may not think of going overseas at first, but once they see what they can do, and if it fits their budget, they do it.”
As far as activities go, visiting major attractions, teambuilding and shopping are must-dos. “Organisations are spending a lot of money on these trips and they want to make sure they get something back, so teambuilding is a must,” says Lolec. “On international trips, a day must be kept free for shopping, sightseeing and entertainment.”
Memorable experiences
“Organisers have to understand that Indonesian groups are communal, they like to do everything together,” says Lolec. “It is important the activities are friendly, give people a chance to speak nicely with each other, there is good food and something that keeps their eyes busy.”
Erik Ewe, managing director, Discovery Overland Holidays recently organised an incentive cruise for Amway Indonesia to Singapore, Penang and Phuket. “The main highlight of their trip was the incentive theme party with cultural shows, a taste of the best food in Penang and last, but not least, time for shopping,” he says. “Everyone appreciated the trip very much, it is certainly something to talk about and so will motivate their sales agents to move forward.”
Lolec agrees: “Colossal entertainment or performances such as artist demonstrations or hundreds of dancers at the gala event gives the group memories to take back with them, which is very important. But things like fire dancing that are spectacular, are now carefully reviewed for audience safety.”
In-depth proposals
Delegate safety is becoming a priority for more and more Indonesian groups. “Organisations realise their people are their best asset,” says Lolec. “In the past couple of years, they have started asking about safety and insurance, doing serious site inspections, food tastings and checking all venues. They’re asking about hospital locations in case of emergency and making sure of things like transport suppliers having enough insurance.
“We have to ensure all of this information is provided from the beginning. Budgets are increasing and so are expectations. Safety and creativity are now the top priorities for the outbound enquiries we receive.”