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