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The Hong Kong Tourism Board
(HKTB) has established a “Meetings and Exhibitions Hong Kong” (MEHK) office. Tasked with providing one-stop professional support to MICE organisers, the
MEHK office is only the first in a series of measures planned by HKTB to ensure that Hong Kong stays ahead of the competition in the global MICE sector.
“We believe this is the time we must ramp up our effort to maintain our market share and keep our
business strong, as we face an economic challenge of a lifetime,” said
HKTB Chairman, Mr James Tien. “Competition is becoming tougher than ever. Our competitors are
already setting up dedicated MICE bureaus and rolling out incentive schemes to entice events. We must ensure that Hong Kong maintain its
lead over our regional rivals.”
Headquartered in Hong Kong as a division of HKTB, the MEHK office will consist of three teams to offer dedicated services for the Meetings and
Incentives, the Conventions and the Exhibitions segment respectively. In supporting MICE organisers, the MEHK office will mobilise the
collaboration of different sectors of the community to devise customised solutions and value-added hospitality offers. The office will also work
closely with members of the Alliance Group, including Hong Kong Trade Development Council, Invest Hong Kong and Hong Kong Economic
and Trade Offices to maximise synergy.
“The establishment of the MEHK office is only the first in our efforts to sustain and enhance Hong Kong’s MICE business,” Mr Tien
added.
“Working in concerted effort with the government and trade partners, we will launch targeted promotions in high-potential markets, cultivate
new business contacts and build awareness of Hong Kong’s MICE brand, so that we can lessen the impact of the downturn and be ready to
make a head start when the climate is right.”
On the marketing front, the MEHK office will adopt a highly focused approach, and will appoint marketing representatives in high-potential
markets, such as Mainland China, India, Korea, Japan, the UK and the US. Leveraging a marketing platform named “Hong Kong – Converging
Possibilities”, MEHK will sustain Hong Kong’s MICE brand through a multi-faceted campaign that comprises advertising, direct mailing, trade
shows, public relations activities, seminars and workshops.
The HKTB has been collaborating with the
government and local trade to drive Hong Kong’s MICE business over the past 30 years. In its
2008-09 budget, the government has earmarked an additional $150 million for the HKTB to strengthen its MICE promotions over the next five
years. Making use of the additional funding, the HKTB redoubled its marketing effort on MICE and established the MEHK office.
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