The document discusses Hong Kong's MICE (meetings, incentives, conventions and exhibitions) tourism industry. It notes that the Tourism Commission and Hong Kong Tourism Board work to promote Hong Kong as an MICE destination globally. In 2009, Hong Kong saw over 1.16 million overnight MICE arrivals who spent on average $6,932. To further grow the important MICE sector, the government has increased funding and Hong Kong Tourism Board is implementing strategies like providing support for events, overseas promotions, and improving facilities and training.

1. Introduction on Hong Kong’s
MICE tourism
9 Mar 2010
MICE: Meetings, Incentive travels,
Conventions, Exhibitions

2. Tourism Commission and
Hong Kong Tourism Board
 Government department
Tourism  Formulating policy
Commission  Developing tourism infrastructure
 Enhancing service quality
 Liaising with Mainland and international
• organisations
Hong Kong  Government-subvented public body
Tourism Board  Promoting Hong Kong globally
 A specialised office under HKTB
 Promote Hong Kong as an ideal MICE
destination
 Offer one-stop support
 Enrich travel experience

3. 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)
30 Other markets Mainland
25
20
15
10
5
0
98 99 00 01 02 03 04 05 06 07 08 09

4. 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

5. 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 ) Contribution by markets
500 2009
2008
400
2007
Long
300
Haul China
30% 38%
200
100
Short
0 Haul
Q1 Q2 Q3 Q4 32%

6. 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.

7. Market environment
STRENGTHS CHALLENGES
 Strategic location  Customers / organisers
remain extremely cost
 Highly accessible conscious
 Business friendly  Expansion in meetings and
environment conventions facilities in Asia
Pacific
 World-class services
 High unemployment rates in
 Diverse activities strategic markets
 Gateway to China

8. 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

9. Destination image building
 New waves of thematic advertising campaign
 Direct mailing campaign
 Bi-monthly e-newsletter
 Promote high-profile success stories

10. 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

11. 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

12. 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

13. MICE infrastructure
 Hong Kong Convention and Exhibition Centre
(HKCEC)
 AsiaWorld-Expo (AWE)
 Novel venues

14. 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

15. Visit us at:
Tourism Commission: www.tourism.gov.hk
Hong Kong Tourism Board: www.discoverhongkong.com
Meetings and Exhibitions Hong Kong: www.mehongkong.com