introduction on hong kong’s mice tourism 9 mar 2010 mice: meetings, incentive travels,...
TRANSCRIPT
Introduction on Hong Kong’s
MICE tourism
9 Mar 2010
MICE: Meetings, Incentive travels,Conventions, Exhibitions
Tourism Commission andHong Kong Tourism Board
Tourism Commission
•
Hong 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
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%)
Visitor Arrivals (in millions)
0
5
10
15
20
25
30
35
98 99 00 01 02 03 04 05 06 07 08 09
Other markets Mainland
Importance of MICE industry
Important economic engine International business and trading hubRaises Hong Kong’s international standing
Sixth World Trade Organisation Ministerial Conference (2005)
International Telecommunication Union Telecom World (2006)
High-spending visitorsEmployment 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%)
0
100
200
300
400
500
Q1 Q2 Q3 Q4
2007
20092008
('000 ) Contribution by markets
LongHaul30%
China38%
ShortHaul32%
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
Highly accessible
Business friendly
environment
World-class services
Diverse activities
Gateway to China
Customers / organisers remain extremely cost conscious
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
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
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
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.hkHong Kong Tourism Board: www.discoverhongkong.comMeetings and Exhibitions Hong Kong:
www.mehongkong.com