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Hongkong tourism
1. Introduction on Hong Kong’s
MICE tourism
9 Mar 2010
MICE: Meetings, Incentive travels,
Conventions, Exhibitions
2. Tourism Commission and
Hong Kong Tourism Board
Government department
Tourism Formulating policy
Commission Developing tourism infrastructure
Enhancing service quality
Liaising with Mainland and international
• organisations
Hong Kong Government-subvented public body
Tourism Board Promoting Hong Kong globally
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%)
35
Visitor Arrivals (in millions)
30 Other markets Mainland
25
20
15
10
5
0
98 99 00 01 02 03 04 05 06 07 08 09
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%)
('000 ) Contribution by markets
500 2009
2008
400
2007
Long
300
Haul China
30% 38%
200
100
Short
0 Haul
Q1 Q2 Q3 Q4 32%
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
STRENGTHS CHALLENGES
Strategic location Customers / organisers
remain extremely cost
Highly accessible conscious
Business friendly Expansion in meetings and
environment conventions facilities in Asia
Pacific
World-class services
High unemployment rates in
Diverse activities strategic markets
Gateway to China
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. Visit us at:
Tourism Commission: www.tourism.gov.hk
Hong Kong Tourism Board: www.discoverhongkong.com
Meetings and Exhibitions Hong Kong: www.mehongkong.com