Despite government-wide budget tightening and economic caution, events remain a strategic channel for Indonesia’s corporate and institutional businesses.
Speakers at the recent Indonesia Event Industry Association (IVENDO) National Congress in Jakarta revealed that spending has not completely stopped but expectations have evolved, and therefore event organisers needed to adapt.
At the event, Bank Indonesia (BI) reaffirmed its commitment to event-based outreach, even as it scales down activities for 2025. From 800 planned events, only 300 will proceed.
Arief Hartawan, head of regional department at BI, said: “We are not eliminating events, but we are recalibrating. Proposals focused on financial literacy, MSME development, and inclusive engagement still have our attention. If the value is clear, we are open to sponsorship, even if this means more than the 300 events limit.”
Meanwhile, Indonesia’s telecommunication provider, Telkomsel, recognises creativity as an essential tool for delivering meaningful impact in today’s events.
“We prioritise unique formats that deliver real value to internal teams and public audiences,” said Novera Maharani, manager of people communications at Telkomsel. “It’s not about venue prestige, but about storytelling and experience.”
Recently, Telkomsel swapped luxury ballrooms for unconventional spaces like basketball halls, creating distinctive atmospheres through bold design. According to Novera, what matters most now is meaningful interaction, not scale.
“Big or small organisers – it does not matter. What we look for is concept originality and audience impact,” she added.
Jauhari, Zurich Topas Life’s procurement manager, shared a similar perspective: “The need to engage stakeholders has not changed, but the approach has. Events need to be sharper, more strategic, and better justified.”
This shift in expectations calls on local event organisers to step up, not just as executors of client briefs, but as innovators creating original events. By developing their own concepts and intellectual property, organisers can better meet evolving demands and secure more sustainable opportunities, according to Irvan Sumamto, CEO of Gemalindo Kreasi Indonesia PEO.
“We’re pushing event organisers to move beyond technical execution,” said Irvan, who is also the newly-elected chairman of IVENDO. “Creating your own event IP is not just a survival strategy, it is a way to build long-term value. If your concept is strong, sponsors like BI are willing to back you.”
Irvan explained that owning an event allows organisers to control audience targeting, content, branding, and revenue streams, such as ticketing and partnerships.
As part of his long-term vision as IVENDO’s new chairman, Irvan plans to support members in developing strong concepts and connecting them with potential funders to help them thrive.
For bigger opportunities, event organisers should look to the global market, advised Mulkan Kamaluddin, CEO of Intro Event Solution. But to compete, he said, they must level up.
“To succeed internationally, organisers need to sharpen their skills and earn certifications that align with South-east Asian standards. It is the only way to stay competitive on the regional stage,” said Mulkan.
