Why MICE Industry l The promising future of

Why MICE Industry? l The promising future of MICE industry • “High-growth rate, high additional value, and high effectiveness in creativity” • “Dramatic increase in output value, job opportunities, and interaction between industries” • “Excellent human resources, excellent technique, and excellent efficiency” MICE industry is a good way to promote a city

The Benefits of MICE Industry l According to UFI (The Global Association of the Exhibition): The investment of MICE industry per dollar can generate a profit of 8 ~10 dollars from the revenue of other industries. l Its great effect on other industries EX: computer exhibition

Global MICE Industry l According to UIA ( Union of International Association) : In 2004; the biggest market was in Europe--56. 8% ; second place was Asia--14. 9%, and third place was U. S-13. 9%. 60 % of international conferences were held in Europe, and 18% in Asia. The total output value was about 150 billion U. S dollars. 57. 5 % of international exhibitions were held in Europe, and 21. 2% in Asia. The total output value was about 760 billion U. S dollars. Growth rate of MICE industry in Asia is twice that of Europe

MICE Industry in Asia l Korea, Macao : Casino l Singapore : Integrated city mode (exhibition hall, conference center, and tourist hotels, latest construction in casino business) l Thailand : Combined recreation mode

The MICE Industry in Taiwan l The scale of the market is small l Conventional industries are off-shoring l Mainland China constitutes menace to Taiwan’s IT Industry l Lack of global version l Hardware and software facilities are outdated l Lack of an objective and authoritative government agency supra-ministerial jurisdiction l Limited experience in organizing for mega events

Industrial Context l Manufacturing Industry Service Industry l Export Trade Import Trade l Manufacture Research and Development

The Prospect of MICE Industry l Promote the synergy of the whole industry l Expand the scale of MICE l Adopt the Blue Ocean strategy l Integrate government resources l Provisions to encourage buyers l Combination of culture, tourism and Mice together l Regional design of the venue

The Role of TAITRA Taiwan External Trade Development Council 中華民國對外貿易發展協會 In Taiwan, this is the only NBA team in MICE industry. Critics say TAITRA should: l Be a consultant, a coordinator, not a competitor. l Share resources with other private enterprises l Construct a new and creative MICE environment

The Role of Taiwan Government 2009 is a year of “MICE expansion” Critics suggest: combine governmental resources and private enterprises to make Taiwan a potential player in MICE industry. l Create more rational distribution of resources l Avoid holding similar exhibitions in the same time l Reduce the limitation of subvention and rewards

Nangang Exhibition Hall’s Current Situation and Future Lisa 廖翎

Feature export-oriented exhibition center, platform for largescaled trade show of domestic market, channel for import trade show l 60, 000 square meters of show space; 6 exhibition halls, 2, 467 booths, and 8 VIP rooms l Other facilities: public areas, function rooms, shops, restaurants and public art design l Public art design Taipei Grand Hyatt restaurants

Rates of development l 2005 March~ Construction l 2008 March Opening l 2008~2009 Development (24% utility rate) l 2010~2011 Expansion (31% utility rate) l 2012~2017 Stable growth (Over 45% utility rate)

Recent Trade shows l 2008 -Taipei International Cycle Show (2008台北國際自行車展) l 2009 -Taipei International Machine Tool Show TIMTOS 2009 (2009 台北國際 具機展） 2008 Taipei International Cycle Show 2009 Taipei International Machine Tool Show

Developing opportunities and threats Opportunity Threat • Growing MICE industry • Supports from government • The largest multi-functional exhibition hall in Taiwan • Convenient transportation • “Turkey” construction • Slack booking • Profit-oriented strategy

Exhibition in Germany l Economic contribution l Promote the service industry l Promotion of trade itself l Placing orders through exhibitions l Companies that rely on exhibition Ex : the Berlin aviation exhibition → long-distance transportation

l Promote the City Image – l Benefit the local tourist industry l Helpful in creating city image l Exhibition companies can gain fame l Germany is the kingdom of exhibition l Having ten indoor exhibition centers with more that 10 million square meters in space l Being the platform for 200 thousand exhibitors l Over ten thousand conferences per year

l Secret to Germany’s success l 56000 enterprises participate in exhibitions l centrally located l reputation of manufacturing industry in Germany l Future trends in exhibition l The exhibition industry is concentrating l Competition foreign exhibition market and clients is keen

l Provide attentive service and advice for exhibitors l l Cooperation between exhibition companies Environmental protection oriented

China’s lesson from Germany l Credit is the point in MICE-city l City image connected to its noted exposition (Hannover Messe, Bauma, etc)

Ways to credit Government - Establish system for accreditation to both organizer & attendee eg. Themed EXPO. l Organizer - Assessment of attending fair for manufacturers eg. Systematic consultation l “International”