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Introduction on Hong Kong s MICE tourism 9 Mar 2010

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Introduction on Hong Kong s MICE tourism 9 Mar 2010

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    1. Introduction on Hong Kong’s MICE tourism 9 Mar 2010

    2. Tourism Commission and Hong Kong Tourism Board Government-subvented public body Promoting Hong Kong globally

    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

    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

    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

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