Indonesia is making a strategic push to access the lucrative European market through the expanded Discovering the Magnificence of Indonesia (DMI) exhibition in Amsterdam. The event, scheduled for October 30 to November 2, 2025, brings together a diverse array of Indonesian tourism and creative economy stakeholders under one platform, offering unparalleled opportunities for growth and collaboration.
Building on the success of the 2024 launch, which primarily focused on the creative economy, the second edition of DMI has significantly broadened its scope. This year, organizer Nuswantara Adhidaya Perkasa (KUPU) has forged partnerships with the Indonesia Tourism Industry Association (GIPI) and the Indonesia Exhibition Companies Association (IECA) to integrate tourism and business events into the event’s offerings.
From left: KUPU’s Dicky Yunanto and IECA’s Hosea Andreas Rungkat
DMI 2025 is poised to occupy an impressive 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 dedicated to the tourism sector, with the remaining space allocated to Indonesian small and medium-sized enterprises involved in culinary, fashion, crafts, digital content, and design.
The inaugural DMI event in 2024 garnered over 2,000 visitors and generated an estimated $1.8 million in potential business. For 2025, the organizers are setting their sights even higher, targeting 500 structured business-to-business meetings and projecting transactions to exceed $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 amplify the event’s impact, a series of post-show roadshows are 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, extending the reach and impact of DMI 2025.
GIPI will play a pivotal role in curating the sellers and inviting the buyers for the event, ensuring a lineup of quality participants and a productive business exchange.
Furthermore, a formal partnership agreement has been signed between DMI and IECA. This collaboration 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.
