HKTB Targets MICE, Opens Hong Kong Exhibitions Office

The Hong Kong Tourism Board has announced the establishment of its Meetings and Exhibitions Hong Kong Office to enhance MICE promotions, aiming to improve Hong Kong's competitive position in the global MICE sector.

Local media reports that the Hong Kong government has earmarked an additional HKD150 million in its 2008-09 financial budget for the HKTB to strengthen its MICE promotions over the next five years. Taking advantage of the additional funds, the HKTB has redoubled its marketing effort on MICE and established the MEHK office.

The new MEHK office will consist of three teams offering dedicated services for the meetings and incentives, the conventions, and the exhibitions segments respectively. On the marketing front, the MEHK office will focus on the high-potential markets, such as mainland China, India, Korea, Japan, Britain, and the United States. Targeting the Chinese mainland market, the MEHK office will focus on attracting corporations to hold meetings, incentives, and events in Hong Kong. And since visitors from over 170 countries enjoy visa-free entry to Hong Kong, this will help enterprises build their international networks.

James Tien, chairman of HKTB, said that many countries in Asia see MICE as a key area for development, and Hong Kong's competitors are already setting up dedicated MICE bureaus or departments. The MEHK office is only the first in a series of measures being taken by HKTB to strengthen its MICE promotions; next HKTB plans to cooperate with the government and its trade partners to build image and awareness of Hong Kong's MICE brand. Although acknowledging the volatile economic environment, HKTB won't miss an opportunity for MICE development and will strive for an advantage in timing in order to gain market share.