Introduction on Hong Kong’s
MICE tourism
9 Mar 2010
MICE: Meetings, Incentive travels,
Conventions, Exhibitions
Tourism Commission and
Hong Kong Tourism Board
Tourism
Commission
•
Hong Kong
Tourism Board
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Government department
Formulating policy
Developing tourism infrastructure
Enhancing service quality
Liaising with Mainland and international
organisations
 Government-subvented public body
 Promoting Hong Kong globally
 A specialised office under HKTB
 Promote Hong Kong as an ideal MICE
destination
 Offer one-stop support
 Enrich travel experience
Tourism performance
 Economic significance of tourism in Hong Kong
 HK$52.3 billion value added, 3.4% of GDP
 Employs a workforce of over 190 000
 Total visitor arrivals in 2009: 29.6 million (+0.3%)
35
Visitor Arrivals (in millions)
Other markets
30
Mainland
25
20
15
10
5
0
98
99
00
01
02
03
04
05
06
07
08
09
Importance of MICE industry
 Important economic engine
 International business and trading hub
 Raises Hong Kong’s international standing
 Sixth World Trade Organisation Ministerial
Conference (2005)
 International Telecommunication Union Telecom
World (2006)
 High-spending visitors
 Employment opportunities
MICE performance in 2009
 Total overnight MICE arrivals : 1.16 million (-0.2%)
 Per capita spending of overnight MICE visitors: $6,932 (+2.7%)
('000 )
2009
2008
500
400
Contribution by markets
2007
Long
Haul
30%
300
200
China
38%
100
0
Q1
Q2
Q3
Q4
Short
Haul
32%
MICE promotion
 $150 additional funding for MICE promotion
 “Meetings and Exhibitions Hong Kong” (MEHK)
 One-stop support
 Bid for MICE events
 Enrich travel experience
 Achievements
 Supported 1 090 MICE events
 “Best Business City in the World”
at 2009 Business Traveller Asia-Pacific Travel Awards
 “Favourite City in the World”
at Business Traveller Awards 2009.
Market environment
STRENGTHS
CHALLENGES
 Strategic location
 Customers / organisers
remain extremely cost
conscious
 Highly accessible
 Business friendly
environment
 World-class services
 Diverse activities
 Gateway to China
 Expansion in meetings and
conventions facilities in Asia
Pacific
 High unemployment rates in
strategic markets
MEHK’s strategies
 Provide one-stop professional support
 Conduct overseas promotion with government Economic
and Trade Offices, Hong Kong Trade Development
Council and Invest Hong Kong
 Bidding for large-scale and high-profile MICE events
 Promote Hong Kong’s tourism offerings to MICE visitors
 Carrying out advertising campaigns
 Participating in international MICE tradeshows
 Organise travel missions and familiarisation trips
 Set up new online business matching platform
 Reach out to sectors with growth potential
 Strengthen existing hospitality offers
Destination image building
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New waves of thematic advertising campaign
Direct mailing campaign
Bi-monthly e-newsletter
Promote high-profile success stories
Meetings & incentives travels
 Intensify trade activities e.g. trade shows, travel
missions, familiarisation programmes etc
 Package new incentive offers riding on the “Festive
Hong Kong 2010” theme
 Launch New Hong Kong REWARDS! Program
Conventions
Focus on lobbying and bidding mega/large conventions
6 key strategic sectors – science, medical science, social
science, sports-leisure culture, engineering and computer
science
Foster partnership with professional convention organizers
(PCOs) and association management companies (AMCs)
AMCs visitation and familiarisation tours
Raise Hong Kong profile – ICCA Congress, ASAE Annual
Conference
11
Exhibitions
 “Business Right Here!” Campaign - drive attendance and boost
spending
 Dedicated outreach - UK & Germany – promote “Trade Fair
Capital in Asia” image
 Customised support to retain and grow new industry shows
 Expand hospitality activities to recurrent shows to enhance
visitors’ satisfaction
MICE infrastructure
 Hong Kong Convention and Exhibition Centre
(HKCEC)
 AsiaWorld-Expo (AWE)
 Novel venues
MICE training
 Institutions offering courses on MICE and event
management:
 Hong Kong Polytechnic University
 Chinese University of Hong Kong
 Vocational Training Council
 Employees Retraining Board
 Hong Kong Productivity Council
 Consultancy study in 2008
Visit us at:
Tourism Commission: www.tourism.gov.hk
Hong Kong Tourism Board: www.discoverhongkong.com
Meetings and Exhibitions Hong Kong: www.mehongkong.com