Taiwan has nearly concluded the first year of its four-year USD 33.5 million (NTD 1,113 million) MICE Development Plan. To end the USD 5.2 million (NTD 170 million) first year with a bang, the Department of Commerce, Ministry of Economic Affairs, today organized a MICE marketing forum.

The first-ever Taiwan International Meetings and Exhibitions Marketing Forum brought together some of the world’s top event planners to help educate Taiwan-based conference and exhibition organizers on how to successfully market their events on the international level.

The Marketing Forum included presentations by Paul Flackett, the current managing director of Meetings & Incentive Travel trade show IMEX; Gary Grimmer, former chairman of not-for-profit research foundation DOME (Data on Meetings and Events); and Pieter van der Hoeven, former world president of the International Congress & Convention Association (ICCA).

Opening the Marketing Forum was the Director-General of Taiwan’s Department of Commerce, Dr. Woody Duh. Dr. Duh stated that the government is keen on improving the local MICE industry, through both domestic and international programs, as well as by bringing professional international conventions and exhibition companies to Taiwan.

Mr. Donald Lu, executive vice-president of the Taiwan External Trade Development Council (TAITRA), which helped implement the Marketing Forum, explained the importance of holding such a symposium.

“Taiwan’s service sector in 2005 will account for 70 percent of the economy. The main question now is how to increase the pie? We feel that internationalizing our show industry can help grow our economy,” said Lu.

Convention contributions

Each of the speakers displayed their intimate knowledge of the meetings and exhibitions industry during their speeches, and each highlighted the growing role and importance of Taiwan within the industry.

Taiwan’s industry representatives, on the other hand, eagerly anticipated the information on how they could take a larger role in this USD 280 billion (NTD 9.38 trillion) global industry. They learned that most importantly, they had to reach a larger international audience.

According to Mr. van der Hoeven, organizing top quality conventions is one key to success. Mr. van der Hoeven pointed out that having world-class convention centers would bring in guests, but that the guests themselves had the largest impact on the economy.

“From the benefits derived from an international convention, only 10 percent of spending actually goes to the convention center. The other 90 percent spreads out to the hotels, pre- and post-convention tours, and is used on expenditures, including taxis, buses, restaurants, theaters, and gift shops,” stated Mr. van der Hoeven.

Mr. van der Hoeven noted that in Australia, this resulted in an AUS 17 billion (NTD 426 billion) contribution to the Australian economy in 2003.

Mr. van der Hoeven pointed out that the Taiwan’s relative youth in the international MICE industry was an advantage. Taiwan, he said, could provide “innovative product delivery, state-of-the-art facilities, and top level service.”

Winning business

Speaking next was Mr. Gary Grimmer, who addressed the audience on the topic of “Winning Global Convention Business.” Grimmer stated that the main key to winning the business is knowing the client thoroughly.

Grimmer pointed out that 64 percent of international association headquarters are located in Europe. Thus, he said, it was no wonder that 60 percent of international conventions were held in Europe as well in 2004, according to ICCA statistics.

This meant that Taiwan needed to do a more thorough job in reaching the key decision makers within these international associations. Grimmer indicated that within Asia, Taiwan ranked as the eighth largest conventions destination in 2004, hosting 40 international conventions, or 4.4 percent of those held in Asia, according to ICCA figures.

Additionally, Grimmer stated that Taiwan event planners needed to shift their strategy, and no longer ask what their destination could provide to the meeting gatherers, but rather to ask how to coordinate a successful meeting.

Yet, Grimmer explained his reasons for attending. “I feel that Taiwan has considerable room to grow. Taiwan’s quality of service is unsurpassed – the Taiwan people genuinely are friendly to their guests, which is a big plus.”

Exhibitions experience

The final presentation of the day was given by Mr. Paul Flackett, who spoke on Taiwan’s role in the global exhibitions industry.

Flackett started out by informing the audience there is a total 15 million square meters of exhibition space worldwide, 17 percent of which is in Asia, and 60 percent of which is in Europe. This, Flackett said, means that Taiwan has plenty of room for growth.

However, Flackett noted Taiwan’s strong industries were a strength in bringing exhibitions to the country. According to surveys from two exhibitions in the US, nearly 80 percent of CEO’s were willing to let staff travel to industry exhibitions due to their importance in the purchasing process.

Awards presentation

The evening ended with the first annual Meetings and Exhibitions Outstanding Achievements Award Dinner, organized by the Department of Commerce. The dinner was held to award local meeting and exhibition organizers who had accomplished remarkable achievements in the last year.

Awards presented included the “Best Convention Performance Held in Taiwan;” the “Best Exhibition Performance Held in Taiwan;” and the “Best Exhibition Contribution Held in Taiwan.”

Each of the winners then took the stage to briefly discuss their experiences in organizing each of the award-winning events.

Taiwan, one of the top Asian destinations for meetings and conventions, is looking to ascend the ranks. As international speakers address Taiwan’s top meeting and exhibition organizers on the keys to success, it is only a matter of time before Taiwan truly a major regional hub in Asia for MICE activities.

For more information on Taiwan’s meetings, exhibitions, and travel industry, please visit .