From left: KUPU's Dicky Yunanto and IECA's Hosea Andreas Rungkat
Indonesia is stepping up efforts to access the European market through the Discovering the Magnificence of Indonesia (DMI) exhibition in Amsterdam, to be held from October 30 to November 2, 2025. The event brings together tourism and creative economy stakeholders under a single platform.
Following its 2024 launch, which focused primarily on the creative economy, this second edition sees organiser Nuswantara Adhidaya Perkasa (KUPU) partnering with the Indonesia Tourism Industry Association (GIPI) and the Indonesia Exhibition Companies Association (IECA) to expand the event’s scope into tourism and business events.
From left: KUPU’s Dicky Yunanto and IECA’s Hosea Andreas Rungkat
DMI 2025 will occupy 3,725m² of exhibition space and is expected to host between 120 and 150 exhibitors, attracting approximately 15,000 visitors. Of the total area, 1,000m² will be allocated to tourism, with the remainder dedicated to Indonesian small and medium-sized enterprises involved in culinary, fashion, crafts, digital content, and design.
DMI 2024 attracted over 2,000 visitors and generated an estimated US$1.8 million in potential business. For 2025, organisers are targeting 500 structured business-to-business meetings, with projected transactions expected to exceed US$11 million.
“We want to establish Indonesia’s presence in Europe by creating lasting connections and real opportunities for growth in both the tourism and business sectors. This is just the beginning of what we hope will become a long-term, mutually beneficial partnership,” said Dicky Yunanto, co-founder of KUPU.
To extend the impact beyond the main event, a series of post-show roadshows is being planned in collaboration with Indonesian embassies across Europe. These roadshows aim to provide exhibitors with direct access to potential partners and buyers in key markets.
“While the Wonderful Indonesia Tourism Fair brings buyers to Indonesia, DMI takes Indonesia to the buyers,” remarked Haryadi Sukamdani, chairman of GIPI. “This proactive approach is vital now that industry development can’t rely on government-led initiatives alone.”
GIPI will oversee seller curation and buyer invitations for the event.
A formal partnership agreement has also been signed between DMI and IECA. This includes the creation of a dedicated IECA showcase within the tourism section, designed to promote Indonesia’s growing exhibition calendar to an international audience and build interest in the country’s business events sector.
“Indonesia’s exhibitions already have strong regional standing. It’s time we step up and be recognised globally,” said IECA chairman Hosea Andreas Rungkat.
Penulis: Tiara Maharani
