REVEALED: THE BEST PRACTICES FOR CATCHING MICE

To succeed in the meetings, incentives, conventions and exhibition sector, there is no substitute for innovation, persistence, attention to detail and a willingness to learn from past mistakes.

That was the message delivered by a number of internationally acclaimed Meetings, Incentives, Convention and Exhibition (MICE) experts during the inaugural PATA-CEI Asia Pacific MICE Seminar, held at the Plaza Athenee Hotel Bangkok, October 4-5.

In bidding for any event, former Deputy Managing Director of the Australian Tourist Commission, Mr. Bill Calderwood, told delegates that enthusiasm alone will not succeed. He said persistent attention to detail in programme creation and service delivery was the key to success in business events, a sector which has grown 61 percent in the last five years compared to a 24 percent growth in leisure tourism.

Mr. David Barrett, Manager, Diethelm Events, told the audience: "Treat your customer as you would your mother….and if you fail to prepare, then you prepare to fail."

Speakers told the 80 delegates that the total global meeting market was worth US$280 billion, of which the incentive sector was worth US$79 billion annually. However, this figure will be reduced as a result of the September 11 tragedy. Ms. Suprabha Moleeratananond Manager, Industrial Relations, Thai Airways International said the airline expected business from Europe to slump three percent, Asia 11 percent and the United States 16 percent until at least March next year.

Mr. Jacques Arnoux, Chairman of Pacific World, told delegates the best way ahead was for MICE operators in Pacific Asia to concentrate on the regional market in the medium to short term and then resume long-haul marketing when global travel confidence returns.

Mr. Tom Murphy, CEO of Hong Kong-based EventClicks told delegates that information technology was vital. He said that 70 percent of planners use convention and visitor bureau Web sites for research while 72 percent of planners made buying decisions influenced by a destination’s Web site content. If used properly, he said, information technology can bring up to a 70 percent reduction in booking and organising costs.

PATA Director-Southeast Asia, Ms. Malinee Kitaphanich said: "The PATA-CEI Asia Pacific MICE Seminar Series will go to other major cities in Pacific Asia. We will do our best to tailor programme content to meet local market needs throughout the region." She said PATA was also looking at the option of holding a seminar with CEI Asia Pacific during the AsiaPacific Incentive and Meetings Expo, February 19-20 in Melbourne.