Bangkok--18 Nov--Francom Asia
Witnessed by Government officials, trade partners and close to 100 local and international media, the Hong Kong Tourism Board (HKTB) announced the establishment of its “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 by HKTB to ensure that Hong Kong stays ahead of the competition in the global MICE sector.
HKTB Chairman Mr James Tien said that notwithstanding the volatile economic environment, the HKTB rolled out the new initiative with additional funding from the Government. “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,” he said. “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.
“The establishment of the MEHK office is only the first in our efforts to sustain and enhance Hong Kong’s MICE business,” Mr Tien continued. “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.”
The Permanent Secretary for Commerce and Economic Development (Commerce, Industry and Tourism), Miss Yvonne Choi, said Hong Kong is well-positioned to be a popular destination for MICE events, with its prime location, world-class infrastructure, sophisticated services sector and proximity to the Mainland.
“We are also a safe city with a sound legal system and a level-playing field for business. Importantly, visitors from over 170 countries enjoy visa-free entry to Hong Kong.
“With the setting up of the MEHK Office, I am confident that more creative solutions will be found to maximise our potential as a location of choice for MICE events,” she said.
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.
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.
Photo Caption
HKTB Chairman Mr James Tien (seventh right) and HKTB Executive Director Mr Anthony Lau (far right) join Government officials and representatives of the travel and MICE sectors to witness the official establishment of the “Meetings and Exhibitions Hong Kong” office, a new division under HKTB today.
Joining the launch ceremony are (from left to right): HKTB Board members Mr Dane Cheng and Miss Lo Po Man; Ms Veronica To, Director of Marketing and Business Planning, Hong Kong Convention and Exhibition Centre; Mr James Lu, Executive Director, Hong Kong Hotels Association; Mr Stanley Chu, Chairman, Hong Kong Exhibition & Convention Industry Association; Professor Ng Ching-fai, President and Vice Chancellor, Hong Kong Baptist University; Permanent Secretary for Commerce and Economic Development (Commerce, Industry and Tourism), Miss Yvonne Choi; Commissioner for Tourism, Miss Au King-chi; Mr Ronnie Ho, Chairman, Travel Industry Council of Hong Kong; Mr Allen Ha, Chief Executive Officer, AsiaWorld-Expo Management Limited; Mr Gilbert Chow, Deputy Chairman, Board of Airline Representatives Hong Kong; and HKTB Board member Mr Fred Lam.
Media can download the press release from the HKTB’s DiscoverHongKong.com website: http://www.discoverhongkong.com/eng/worldwide/medi/ww_medi_news.jhtml