Breaking MICE Away from Tourism
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IT&CMA and CTW Asia-Pacific September 27, 2017 • Bangkok, Thailand Breaking MICE away from tourism By Pamela Chow For some countries, CVBs played by Singapore, said growth across the economy, said associations can even “play a Despite the region’s burgeoning are non-existent while in others James Latham, The Iceberg Williams. leading role in talking to the growth in MICE numbers, CVBs they play a limited role – like in and the Joint Meetings Industry This includes local associa- government” to develop a city’s grapple with limited support India where the India Conven- Council. Although MICE devel- tions, private companies in the MICE capabilities. from government bodies, citing tion Promotion Bureau does not opments share the city-state’s industry and the academic com- To this effect, TCEB has the main problem of being con- bid for events and Hyderabad tourism budget, it responds munity. pulled its weight in the ASEAN flated with tourism. Convention Visitors directly to the Prime Minister’s Williams cited the example of committee. “In Asia-Pacific, Bureau is the country’s Office under the Singapore how Gaining Edge worked with Waraporn shared that the everybody’s been only city-level CVB. Tourism Board. universities such as Melbourne bureau “has been engaging eager to jump onto Conversely, un- This has allowed Singapore, University to lobby more gov- with ASEAN, and for next the MICE bandwagon, der the Thailand as well as other cities such ernment support for scientific year’s ASEAN Tourism Forum, but (because) they 4.0 scheme, TCEB’s as London, to target specific academia and research – an we’ve created the ASEAN MICE don’t all understand “strength” is in report- sectors for economic effort which led to the Forum”. why, most of them are ing directly to the growth by creating construction of a new She added: “We looked into driven by the need to Latham: Prime Minister’s Office, “clustered” events like international conven- engaging city-level profession- grow visitor num- MICE supports said Chiruit Isarangkun Singapore Medical tion centre. als and ASEAN experts to meet bers. As such, (MICE economic growth Na Ayuthaya, president Week and London Tech He also mentioned within an official framework”. has) been driven very much of TCEB. Week. that the Malaysia Jason Yeh, president of ICCA by tourism efforts,” said Mike This has in turn created One solution to Convention & Exhibi- Asia Pacific and association Williams, senior consultant, the opportunity for a holistic unlocking support and tion Bureau currently president and destination mar- Gaining Edge. marketing strategy, as well as funding is that CVBs Williams: helps develop and keting of Taiwan Convention Thailand Convention and allowed TCEB to benefit from should collaborate with communicate with strengthen associa- and Exhibition Association, Exhibition Bureau’s (TCEB) firsthand information and “key industry com- the government tions’ local presence to urged CVBs to have targeted Waraporn Sornprom agreed, and updates on government policies, munities” to commu- build membership and initiatives by “(creating their) observed: “The MICE industry explained Chiruit. nicate to the government that foundation before bidding on an own events to match desti- is not heard on government Such integrated government the MICE industry is “more international platform. nation positioning and city platforms (in Asia).” support is the same advantage than tourism”, but also spurs Williams added that, in fact, branding”. Terror fears sink in globally IT&CMA, CTW gears up for the future as they hit milestones Terror threats and security Despite sharing Tran’s concerns are having a bigger observation that security tends As IT&CMA celebrates bearing on choice of incentive to be a secondary priority to its 25th edition this year destinations today, buyers at budget, Anthenie Leonardo, and CTW Asia-Pacific its IT&CMA said. branch manager of FCM Travel 20th, organisers TTG Asia Bernd Maesse, managing Solutions, said: “News has Media announces an ex- director of MaesseMarketing- huge impact on (choice of) tension of its partnership Consulting based in Cologne, destination, for instance the with Thailand Conven- said over 50 per cent of his Marawi incident, a number of tion and Exhibition Bu- incentive clients today are more Belle Horizon Travel Ventures (local) incentive groups were reau (TCEB) until 2020, sensitised to safety concerns Philippines’ Jobelle Co Lim and FCM cancelled.” with TCEB president such as terror attacks, altbough Travel Solutions Philippines’ Athenie However, in particular cases, Chiruit Isarangkun Na Leonardo the effect varies depending conferences attract more par- Ayuthaya affirming the on the sector. Pharmaceutical safety concerns – even without ticipants when held in areas in show’s “instrumental” From left: TTG Asia Media’s Darren Ng, TCEB’s companies for example are official travel warnings. tumult. role in showcasing Thai- Chiruit Isarangkun Na Ayuthaya and Thai more guided by safety fears In such cases, clients tend to Joe Calstas, director general, land’s business events Airways International’s Pariya Chulkaratana give compared to the automobile either be advised by Prestige, board member of the Geneva- potential and multiplying IT&CMA and CTW Asia-Pacific 2017 a thumb-up sector, where factors such as which relies on ground opera- based Institute of Journalism the events and visitors to where companies do overseas tors for information, or make and Communication, said deci- Thailand over the past decade. ing the two-day Associations business with also determine up their own minds. sions to hold conferences in a “We have come a long way Day programme. the incentive destination. Jonathan Tran, executive particular country are based since IT&CMA’s inception in Hoping to “question and He said Turkey and Egypt are director of Lac Hong Voyages, on their relevancy to current 1993 and CTW Asia-Pacific’s answer the rapidly changing no longer the hot destinations Vietnam, said that the foremost issues, and participation tends in 1998,” said Darren Ng, MICE and corporate travel in- they once were for his clients. considerations when choosing to not been impacted by safety managing director of organiser dustries” in Asia-Pacific are the “Once the government issues a destination for incentive and concerns. Citing an example, TTG Asia Media, reflecting over 20 educational sessions a travel advisory about a par- corporate meetings are budget, he said the Nuclear Accord: on how the double-billed lined up this year, led by over ticular destination, clients will safety and then facilities. Great Step Towards Respect show was initially born 50 speakers from government avoid the destination because Unrest in certain areas in and Stability conference which out of the lack of business bodies, industry specialists, they will not be covered by the Philippines is affecting took place in Iran in 2015 events and corporate travel academia and associations. insurance,” he added. domestic buyers too. Jobelle attracted 107 delegates, more specialisation in and around This year’s event will stretch However, Kuala Lumpur- Co Lim, general manager of than was anticipated. Similarly Asia-Pacific. networking beyond show dates, based Prestige Vacation Belle Horizon Travel Ventures, in 2015, a conference in Istan- Today, the show floor beginning with Bangkok Mar- Network managing direc- said some Filipino clients are bul with content on the Middle has witnessed a 43 per cent riott Marquis Queen’s Park’s tor, Terence Chew, said his avoiding Mindanao and choos- East attracted 739 delegates, growth in booth expansion pre-show work-and-play re- incentive clients are avoiding ing destinations perceived to be again exceeding the expected and take-up, with some CVBs treat, and ending with Tourism countries such as Myanmar, the safer, such as Singapore, Japan turnout. – Mimi Hudoyo and S expanding their outreach by Promotions Board Philippines’ UK, Paris and Belgium due to and South Korea. Puvaneswary opting for presentations dur- post-show fam trips. Talk of the trade Bangkok most Business events to ensure visited, Shanghai sees best biz- inclusive growth for all: TCEB leisure split But the real impact of business events jobs could be created for the locals,” As Bangkok clinched top spot in the runs far deeper than the numbers can said Chiruit. Mastercard Global Destination Cities reveal. He said: “Tourism and business Illustrating an example of what TCEB Index for the second year running in events grow at a different pace. Business will do, Chiruit pointed to the annual 2016, Mastercard revealed that the 20 events growth follows the country’s Lanna Expo in Chiang Mai, which fo- most visited cities are seeing majority of investments and trade. It boosts tourism cuses on products and services originat- travel for leisure rather than business. performance, but the two are not the ing from the Northern Thai provinces. Shanghai emerged as an exception, same. TCEB stepped in to hire an experi- with a considerable 48.4 per cent of “The problem for us is that many enced organiser who guided the show visitors on business, compared to Kuala people still see business events and towards a better structure, such that Lumpur, which saw the largest percent- tourism as one and the same. I’ve been different products were categorised and age of leisure visitors (92.2 per cent). trying to explain the difference to both featured properly, and to host members In terms of overall international the government and the private sector. of different Thai chambers of commerce visitor numbers, Bangkok led the pack Even the UNWTO defines business as well as traders from Myanmar and (19.4 million), followed by London events as a component of tourism, Laos to give the event a B2B focus. (19.1 million), Paris (15.5 million), which (deepens) the misunderstanding. “This year, we are pouring four Dubai (14.9 million), Singapore (13.1 “Top-level people in the government million baht into research to boost the million), New York (12.7 million), Seoul needs to understand the definition of show’s B2B focus,” he shared.