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Introduction on Hong Kong’s MICE tourism 9 Mar 2010

Introduction on Hong Kong’s MICE tourism 9 Mar 2010. MICE: Meetings, Incentive travels, Conventions, Exhibitions. Tourism Commission and Hong Kong Tourism Board. Government-subvented public body Promoting Hong Kong globally. Government department Formulating policy

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Introduction on Hong Kong’s MICE tourism 9 Mar 2010

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

  2. Tourism Commission andHong Kong Tourism Board • Government-subvented public body • Promoting Hong Kong globally • Government department • Formulating policy • Developing tourism infrastructure • Enhancing service quality • Liaising with Mainland and international organisations Tourism Commission Hong Kong Tourism Board • 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%)

  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%)

  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

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

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