Tourism Ministry Partners with PHRI and GoVirtual to Launch Revolutionary MICE.id

The Ministry of Tourism and Creative Economy (Kemenparekraf) launched the MICE.id platform in collaboration with the Indonesian Hotel and Restaurant Association (PHRI) and PT Teknologi GoVirtual Indonesia (GoVirtual).

Minister of Tourism and Creative Economy Sandiaga Salahuddin Uno, during “The Weekly Brief with Sandi Uno” in Jakarta on Monday (18/3/2024), explained that MICE.id is a reference platform for public information and the MICE business ecosystem, aimed at digitizing and inventorying the MICE industry database in Indonesia. With MICE.id, stakeholders can easily access information about venues, event organizers, and upcoming exhibitions.

To implement MICE.id, Kemenparekraf is collaborating with PHRI and GoVirtual. PHRI, as the largest hotel and restaurant association in Indonesia, has direct access to MICE venues across the country. GoVirtual, a technology company, provides AI-based virtual tour and virtual assistant solutions.

Masruroh, an Expert Staff for Business Development at Kemenparekraf, added that MICE.id has a Pre Schedule-Appointment (PSA) feature to support B2B trade show events. “Organizers of trade show exhibitions in Indonesia can use MICE.id for free, equipped with a B2B platform with a PSA system similar to international trade shows,” said Masruroh.

Haryadi B.S. Sukamdani, Chairman of PHRI, welcomed this cooperation. PHRI cooperates with Kemenparekraf in terms of sharing member data and the facilities they have. PHRI has over 3,000 hotel members throughout Indonesia, with a comprehensive data platform, ranging from types of rooms and meeting rooms, availability, databases that are always up to date, to ease of transactions.

“We may collaborate with bookingina.com, a marketplace platform that has connections with the National Public Procurement Agency's (LKPP) program, to book meeting rooms. So Kemenparekraf will have better data, because the data is live,” said Hariyadi.

According to Bobby Chen, GoVirtual Director, the collaboration between GoVirtual and Kemenparekraf includes sharing visual data on hotels and venues, as well as other supporting features; to promoting MICE.id to GoVirtual partners.

“We help strengthen the MICE.id data base through a virtual tour equipped with a multilingual Virtual AI Assistant. Because venues often only give their clients data in the form of manually written emails or WhatsApp messages including images, videos, or e-brochures. Therefore, with a virtual tour that includes all facilities such as room types, meeting rooms, parking areas, outdoor areas and also access around the venue. Clients will find it simpler to look for and select the right venue,” said Bobby.

Kemenparekraf uses the platform as one of its policy developments and strategic steps. "MICE.id will serve as a point of reference for information about MICE in Indonesia and will facilitate the process of MICE stakeholders' coordination and collaboration on a national and international level," said Sandiaga Uno.