Hong Kong’s MICE market boost in response to new industry norms

The Hong Kong Tourism Board (HKTB) will introduce a multi-pronged recovery plan for the MICE industry following ramifications from the COVID-19 pandemic.

The new climate for events will see a greater importance on hygiene, shorter lead times, smaller group sizes, increased use of hybrid events and a focus on well-being and CSR.

Kenneth Wong, HKTB general manager, MICE and cruise, and regional director, Europe, said HKTB will continue to work closely with the industry to introduce a range of measures and a three stage support strategy to ensure a fast recovery.

The three stage strategy to support trade includes the first post-pandemic online MICE business matching platform in Asia. To be launched in June, the marketplace will enable event organisers to meet with MICE trade partners such as local event venues, attractions, and hotels to explore possible collaborations and secure business opportunities in spite of travel restrictions.

HKTB’s Kenneth Wong.

There will also be an increase Hong Kong’s MICE exposure, with an increase in MICE ambassadors, a focus on Hong Kong’s position as “Trade Fair Capital of Asia” and an international MICE industry conference co-organised with Hong Kong Exhibition & Convention Industry Association in December 2020.

The minimum stay requirement for the Small-sized MICE Group funding scheme has been lowered and requires travellers to stay in Hong Kong for one night, down from two nights.

A brand-new funding scheme will be rolled out in the next quarter to encourage hotels to partner with small-sized corporate meetings and conventions. Participation fee waivers, subsidies on air tickets and accommodations are also available to trade partners who participate in HKTB’s overseas trade shows.

“For now, we are focusing on planning ahead and getting all the ground work done, so that we will be ready to seize the first-mover advantage and roll out our plan once suitable,” Wong said.

“Our team looks forward to working closely with our MICE partners to overcome the challenges and revive our business together.”