Development of MICE
in Asia
Group 3
詹韻蓉Lisa
陳品儒 Anderson
張溱雅 Hazel
王信婷 Tina
What is MICE?
• An industry that provides services and planning to host
events/conferences/exhibitions in order to enhance
business or professional development.
M:Meetings
I:Incentives
MICE
C:Conferences/Conventions
E:Exhibitions/Events
What is MICE Industry?
• Also called ‘meeting industry’ and ‘events industry’
• A service industry that covers trade, transportation, finance,
advertising, public relations, travel, and so on.
• Beginning point: the need for business
• Features:
3 Highs
High growth
potential
Large output
High added values
Large opportunities
for employment
Highly beneficial
innovations
3 Larges
Large industry
associations
a hot industry that Asian countries are racing to develop now
MICE in Asia
Thailand
Malaysia
Middle East
Abu Dhabi
Hong Kong
MICE in Taiwan
The value chain of
MICE Industry
broadcasting
decoration
media
Industrial
association
Public
relations
THE MICE
EVENT
hotels
conventions
transportation
locations
printing
SWOT Analysis of
MICE Industry in Taiwan
S
W
• Taiwan is located in the centre of PacificAsia with convenience in transportation.
• Sharing the Chinese language and
culture gives Taiwan advantage in the
business market of Greater China.
• Taiwan is well-developed in
information technology, communication
technology, and the bicycle industry.
• Taiwan’s stressed relation with China
weakens its competitiveness when aiming
at international MICE events held in
relation to China.
• Lack of exhibition space, good traffic flow,
and adequate facilities.
• Lack of different language specialists.
• Uneven distribution: MICE talents are
highly concentrated in Taipei.
O
T
• After entering WTO, Taiwan attracts
international entrepreneurs to its open
markets.
• Asia has become a major region where
international conventions and exhibitions
are held. Business opportunities are here.
• Taiwan leads the world in technology
and service industry.
• The MICE industry is growing rapidly in
China, making China into a formidable
competitor.
• Developments in internet communication
and advertising, even online transactions,
reduce the need for many MICE events.