PATA analyses Asia’s MICE sector
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
The Pacific Asia Travel Association (PATA) has published a 24-page analysis of the meetings, incentives, conference and exhibition (MICE) industry in Asia.
The report shows that Asia accounts for 16% of total meetings worldwide, and that MICE visitors to Asian destinations spend between three and seven times the amount of leisure visitors.
“A robust MICE sector is a strong indicator of a sophisticated economy,” said John Koldowski of PATA’s Strategic Intelligence Centre. “Attracting top level international events requires the hardware of physical infrastructure, the software of people skills and a first-class service mentality.”
The PATA report identified ‘must-have’ credentials for a MICE destination, such as easy access by air, road or rail, at least one good quality congress centre, an adequate range of three- to five-star hotels, an attractive destination and surroundings, value for money, adequate marketing muscle, and a good range of local conference organisers.
The report, entitled ‘MICE Comes of Age in Asia Pacific’, notes that despite the growth in international events, domestic meetings continue to represent the bulk of the MICE sector, representing 71.5% of all events recorded by the International Association of Professional Congress Organisers in 2009. Similarly, domestic meetings grew 227% from 2006 to 2009, while international meetings increased by just 45% over the same period.
The report also shows that in China, the demand is growing fastest in the medical and pharmaceutical sectors followed by banks, financial services and insurance. According to PATA, emerging fields in the international conference scene are likely to include businesses associated with the environment, security, fashion and design.
“Competing for top-end MICE business in Asia is a high-stakes game,” said Koldowski. “Decision-makers who decide where to hold large conventions have a burden of responsibility for hundreds and sometimes thousands of association members. Sometimes a ‘guarantee’ from a government ministry can tip the balance in the destination’s favour.”
Comments are closed.