While international competition in the MICE field is severe and overseas competing countries are also making various efforts, in order to further promote the MICE's attractiveness and holding, what policies on various initiatives, systems, environments etc in each country Is there a problem? What efforts are required to solve those issues?
Learn the points of the MICE strategy from advanced cases.
From sightseeing to MICE
We can confirm that we started promoting MICE by departing from sightseeing.
In the United States, we have been working on promoting MICE as a means of new economic growth based on the foundation of the tourism industry, in order to level fluctuation in tourism revenue and expand employment and income.
As a serious unemployment countermeasure in Singapore, we are working on the promotion of the tourism industry, establishing the foundation within the region, and aiming to realize the economic effect and the vision of the convention city aiming to realize the vision of the convention city, we will work on development of MICE as a business section of the whole tourism in a comprehensive sense it's finished.
As a part of strengthening international competitiveness from Thailand's major powerkind, Thailand also sees the MICE field as a powerful field of new value creation economies and is working to strengthen it.
Therefore, in the marketing strategy, there is a common way to advance MICE and sightseeing in package.
In the United States, the Tourism Bureau or the Convention Visitors Bureau is in charge of MICE marketing including city and regional sales in cooperation with the convention center.
In addition, there are cases where discount services such as restaurants and shopping are offered to exhibitors and conference participants.
The convention center has become an environment that can concentrate on improvement of customer correspondence and efficiency of facility management.
In Singapore, tourism fields and exhibitions were handled by different government agencies, but now the Tourism Authority (STB) is bridging the whole MICE and sightseeing including exhibitions.
In Thailand, the tourism industry is in charge of the Tourism Agency (TAT), but for the entire MICE field including the Expo, the Convention Exhibition Bureau (TCEB) is promoting it in cooperation with the Tourism Agency and is an efficient promotion system.
Clear vision of regional and city future
Some cities with problems such as unemployment and hollowing in the 80 era in the US have a clear vision of revitalizing cities and areas like convention business or sports convention like Indianapolis and New Orleans , There are many cases that have promoted the MICE strategy.
Singapore expresses the "distinctive global city", Thailand uses the catchphrase for "ASEAN MICE hub" and "Thailand Connect" for image of Thailand connected to the world, expressing the vision clearly.
Private-led initiatives
As a common trend in the United States, there is a climate that does not depend strongly on the public sector such as the state government and the city.
Both the Orlando Tourism Board and New Orleans Convention Visitor's Bureau are developing with the private organization as the mother body, and the current situation is also a private non-profit organization.
Sightseeing and MICE related companies are judged to be an organization necessary for their business and some of them are covered by public burden, but in New Orleans, the total 40% is taken as private burden in New Orleans is.
In Indianapolis, private companies are responsible for the convention center and dome construction costs.
Regarding MICE promotion in Singapore, government agencies have been promoted by government initiatives and government agencies are playing an important role.
Meanwhile, leading companies are actively participating in large-scale seminars and forums sponsored by industry associations and industry organizations towards the world, and attitudes toward industry's independent efforts such as burdening support sponsors are strong.
MICE related companies in the prefecture can not only obtain business opportunities with buyers by exhibiting at trade shows but also can contact with overseas buyers who do not have much contacts usually and can grasp their needs It is getting.
Although the government is responsible for the invitation expenses of buyers and a certain amount of budget is required, it is utilized as an opportunity for the creation of business opportunities for MICE affiliates in the prefecture and for raising the level by grasping the needs of buyers.
Reference:
E-mail magazine 2016 Autumn issue "How do you think about the MICE strategy?"
Domestic model city case introduction collection (MICE)
Unnamed: Nguyen Mai Huong (Nguyen My Fun). Born in Thanh Hoa Province, Vietnam. Occupation: Oka Daishi Literature
I work as an internship at 123Server. I like reading and writing from the time of elementary school students and I entered a specialized language class in high school. I decided to study in Japan to want to challenge myself.
I enrolled in a Japanese university, learned knowledge in various fields, and become interested in marketing among them.
We will begin writing articles towards the goal of finding something in common among the countries of the world and developing tourism business, whether Vietnam or Japan.
