Despite boasting world-class infrastructure capable of hosting luxury business events, Jakarta remains an underrated hidden gem due to a lack of strong destination marketing.
To counter this, The St. Regis Jakarta and The Ritz-Carlton Jakarta, Pacific Place recently hosted 13 PCOs, event planners, and media representatives from Malaysia, Singapore, Hong Kong, and the Philippines on an exclusive familiarisation trip.
The initiative was designed to directly challenge overseas misconceptions about Indonesia’s capital.
“We keep getting questions about what MICE clients can actually do in Jakarta,” said Juliet Mangowal, multi-prooperty director of sales and marketing for The St. Regis Jakarta and Sheraton Senggigi Beach Resort. “With this trip, we wanted to highlight that beyond great museums and shopping, Jakarta is a dynamic, happening city.”
Mangowal noted that culinary and nightlife experiences have become vital to modern business events, pointing out that Jakarta serves as a cultural melting pot and boasts six venues on Asia’s 50 Best Bars list – including The St. Regis Bar Jakarta, which ranks 22nd.
Sumit Joshi, general manager of The Ritz-Carlton Jakarta, Pacific Place, agreed: “Jakarta has significantly strengthened its position as a high-end MICE destination over the past two years, supported by consistent annual economic growth and a resilient domestic economy.”
He added that extensive infrastructure funding through 2030 is fuelling a surge in demand for premium conventions.
To capitalise on this surge, the host hotels are shifting away from standardised corporate setups toward immersive, experience-driven events.
Joshi noted that modern luxury lies in balancing creativity with operational precision. “Events are no longer simply about scale or service excellence, but about creating a distinct identity where every element is intentional,” he explained.
Mangowal echoed this sentiment, adding that modern business travellers seek efficiency blended with emotional connection, placing a high value on flexibility, privacy, and cultural authenticity.
To showcase Jakarta’s myriad offerings, the properties partnered with the Jakarta Tourism and Creative Economy Office and Jakarta Cultural Office for the fam trip. The curated itinerary took delegates on an open-top double-decker heritage tour through Kota Tua (Old Town), alongside hands-on activities like batik painting, cooking classes, a Sunday “Car Free Day” morning walk, and high-end dining experiences across both hotels.
Francis Cheong, group CEO of Leadership-Apxara & Accucap, revealed that Jakarta is firmly on his radar, having booked a 260-participant pharmaceutical conference, and a 600-participant exhibition in the city for later this year.
While Cheong praised the hotels for leading the charge, he stressed that sustaining this momentum requires more evocative storytelling. Invoking Maya Angelou, Cheong remarked: “People will forget what you say, people will forget what you do, but they will never forget how you make them feel. Jakarta has a soul in its people – I can see it. The potential here is huge.”
Meanwhile, Mina Lim, senior manager of group travel management at Holiday Tours, agreed that while Jakarta possesses excellent luxury assets, the key lies in elevating them to make travellers feel truly valued.
Both Lim and Cheong concluded that weaving rich storytelling into local elements – such as traditional dances and culinary traditions – is the crucial final step to creating the memorable, high-touch experiences expected by luxury business events travellers.
