tourism

Hong Kong to step up MICE promotion

On March 11, the Steering Committee on Meetings, Incentives, Conventions and Exhibitions (MICE), chaired by Hong Kong Financial Secretary John C. Tsang, held its third meeting during which the Executive Director of Hong Kong Tourism Board (HKTB) Anthony Lau briefed members on the 2008-09 Work Plan by HKTB on MICE promotion.

“In support of the objective proposed by the Chief Executive in his Policy Address to enhance the appeal of Hong Kong as an international convention, exhibition and tourism capital, I earmarked an additional US$19.23 million in the 2008-09 Budget to step up our efforts in MICE promotion in the coming five years with an aim of attracting more high quality and mega convention and exhibition projects to Hong Kong,” said Mr. Tsang.

“As the Tourism Board has been putting resources in marketing MICE and has also established an overseas network, the Government has invited the board to take up this task on MICE promotion. A work plan on strengthening MICE promotion for the coming year was drawn up by the Tourism Board for presentation at today’s meeting. The Steering Committee supports the Tourism Board’s overall efforts outlined in the plan.”

According to the work plan, the sum of additional funding will be used in the following three areas:

1. Enhance the existing efforts in MICE promotion, such as upgrading the existing website into a dedicated standalone one designed for MICE clients;
2. Provide one-stop customized support for convention and exhibition organizers. The service may include assisting organizers to bid for and explore prospective mega MICE events, launching local and overseas promotion of related events and providing tourism products and infrastructure to enrich participants’ tourism experience; and
3. Launch overseas campaigns targeting overseas convention and exhibition organizers and industry through channels including advertising and direct mailing to strengthen Hong Kong’s image as the premier destination for MICE events.           

The HKTB would draw up a detailed mechanism regarding the provision of one-stop professional supporting services (such as overseas promotion and travel product offers) to individual convention and exhibition organizers at a later date.

To maximize the synergy of overseas promotions, the steering committee gave its support to the Tourism Commission in convening an Alliance Group (AG) with the Tourism Board, the Hong Kong Trade Development Council, Invest Hong Kong and overseas Hong Kong Economic and Trade Offices, to co-ordinate related joint promotion work and actively seek more conventions and exhibitions to be hosted in Hong Kong. The AG and its members will keep close contact with the trade organizations and leaders of the MICE sector to keep track of market needs and draw up related marketing directions accordingly.