Jakarta, Indonesia – In a major boost for Indonesia’s tourism and MICE industry, Travel Meet Asia and the Association of the Indonesian Tours & Travel Agencies (ASITA) have entered into a strategic partnership aimed at expanding business opportunities and enhancing Indonesia’s visibility across the regional travel market.
The collaboration was formalised through the signing of a Memorandum of Understanding (MoU) on 7 January in Jakarta, coinciding with ASITA’s 55th Anniversary celebrations. The milestone agreement reflects a shared commitment to developing a high-quality, sustainable, and globally competitive tourism ecosystem for Indonesia.
A Strategic Alliance for Regional Growth
The MoU was signed by Darren Seah, Executive Director of Messe Berlin Asia Pacific (MB APAC)—the organiser of Travel Meet Asia—and Budijanto Ardiansjah, Secretary General of DPP ASITA and Chairman of ASITA Fair. The signing ceremony was witnessed by the Minister of Tourism of the Republic of Indonesia, senior officials from the Ministry of Tourism, and the President of ASITA, underlining the strategic importance of the partnership at a national level.
By combining Travel Meet Asia’s international B2B expertise with ASITA’s extensive domestic network, the partnership creates a powerful platform to accelerate Indonesia’s growth within the regional tourism and MICE marketplace.
Leveraging Global Reach and Domestic Strength
Messe Berlin Asia Pacific brings strong international credentials as the organiser of ITB Asia, the largest travel trade show in the Asia-Pacific region. Under the MoU, MB APAC will lead international sales and marketing, global buyer acquisition, event branding, and overall operational management, including floorplan development, financial oversight, and international conference programming.
In addition, MB APAC will curate conference themes, industry forums, and speaker line-ups focused on emerging global and regional tourism trends, ensuring Travel Meet Asia remains a high-value B2B platform for travel professionals.
ASITA’s Role: Mobilising Indonesia’s Tourism Ecosystem
ASITA will play a central role in engaging Indonesia’s tourism stakeholders by securing local exhibitors, sponsors, and industry participants. The association will also design Indonesia-focused conference sessions, business-matching programmes, cultural showcases, and destination promotions that highlight the country’s diverse tourism offerings.
As part of its mandate, ASITA will act as the key liaison with the Ministry of Tourism, local government bodies, and national and regional tourism associations. The agreement also includes initiatives such as liaison officer support through Indonesian tourism institutions and the organisation of post-event familiarisation tours, enabling international buyers to experience Indonesia’s destinations firsthand.
Travel Meet Asia: A Growing B2B Travel Platform
Travel Meet Asia has rapidly established itself as a fast-growing B2B travel trade and conference series in Asia, hosting high-quality meetings, knowledge exchanges, and marketplace activities attended by international and regional travel professionals. The partnership with ASITA is expected to further position Indonesia as a regional hub for tourism business development and MICE collaboration.
Industry Leaders Welcome the Collaboration
Commenting on the partnership, Darren Seah, Executive Director of Messe Berlin Asia Pacific, said:
“This partnership marks an important milestone for Travel Meet Asia and Indonesia’s tourism industry. By uniting our international reach with ASITA’s strong domestic presence, we are building a robust B2B platform that drives meaningful connections, supports market growth, and showcases Indonesia as a competitive player in the regional tourism and MICE ecosystem.”
Budijanto Ardiansjah, Chairman of ASITA Fair and Secretary General of ASITA’s National Board, added:
“We are pleased to formalise this strategic collaboration. Travel Meet Asia has proven its value as a high-quality platform in Asia, and ASITA’s involvement will further expand opportunities for Indonesian tourism stakeholders. Partnerships like this strengthen the entire travel ecosystem and reflect the strong momentum of Asia’s tourism market.”
Driving Indonesia’s Tourism Future
With this strategic alliance, Travel Meet Asia and ASITA are set to play a pivotal role in advancing Indonesia’s tourism and MICE industry, fostering international partnerships, and unlocking new growth opportunities across the Asia-Pacific region.
