The Switzerland Convention & Incentive Bureau (SCIB) is stepping up its engagement with the high-priority Indonesian outbound incentives market following a period of strong performance.
In 2025, SCIB handled 30 incentive groups from Indonesia, generating 4,482 overnights and a turnover of around CHF 1.6 million (US$2 million). That momentum has carried directly into 2026, with four incentive groups already materialising between January and July alone.
Dominique Oi, SCIB’s MICE manager for South-east Asia “remains confident in Switzerland’s appeal as an incentive destination for the Indonesian market in 4Q2026”.
According to Oi, the profile of the Indonesian corporate traveller continues to evolve. Large-scale incentive groups continue to be a key segment, particularly from large corporations in the insurance and direct-selling sectors.
“The Indonesian corporate group profile has evolved toward a more balanced mix. While large-scale incentive groups still remain important, we are increasingly seeing demand for smaller, more curated and higher-yield delegations from the banking and tech sectors. These groups tend to prioritise quality of experience, exclusivity, and unique destinations over volume,” she elaborated.
Indonesian corporate groups are also abandoning rapid, whirlwind itineraries that cross multiple European borders.
“We are observing a shift among Indonesian corporate groups toward a more ‘hub-and-spoke’ travel pattern, with longer stays in a single region rather than fast-paced, multi-destination itineraries. This reflects a growing preference for deeper, more immersive experiences, especially for incentive travel programmes where quality and exclusivity are increasingly prioritised,” Oi noted.
This has also driven preference for Switzerland’s regional and secondary destinations. Beyond the traditional gateways, SCIB is seeing momentum in cantons such as Valais, including Crans-Montana; the Bern region, including the City of Bern and Thun; and the Lucerne and Lake Lucerne area, featuring alpine hubs like Engelberg and Andermatt, where groups can combine scenic experiences with high-quality infrastructure.
To support this growth and combat longhaul flight capacity bottlenecks, Switzerland Tourism is working alongside Swiss International Air Lines and key transit hubs to monitor routing options and streamline arrivals for large groups.
SCIB is also actively equipping Indonesian travel agents with tactical support to help close competitive bids. The bureau’s support ecosystem includes tailored bid assistance, destination presentations, and site inspection opportunities. To sweeten the proposals, SCIB also facilitates corporate gifting for delegates, such as Swiss chocolate, SIGG water bottles, and Swiss Army knives from Victorinox.
Oi further outlined plans to increase the intake of Indonesian buyers for upcoming fam trips and the Asia Trophy 2027, SCIB’s flagship event for Asian incentive planners. During Asia Trophy 2025, Indonesian buyers accounted for four of the 36 total South-east Asian participants.
