APEC Project Database

Project Title

Seminar on MICE Opportunities in APEC Economies

Project Year

2007

Project Number

TP 02 2007T

Project Session

Not Applicable

Project Type

Standard

Project Status

Completed Project

Project No.

TP 02 2007T

Project Title

Seminar on MICE Opportunities in APEC Economies

Project Status

Completed Project

Fund Account

TILF Special Account

Sub-fund

None

Project Year

2007

Project Session

Not Applicable

APEC Funding

68,864

Co-funding Amount

80,006

Total Project Value

148,870

Sponsoring Forum

Trade Promotion (TPWG)

Topics

Micro, Small and Medium Enterprises

Committee

SOM Steering Committee on Economic and Technical Cooperation (SCE)

Other Fora Involved

Not Applicable / Other

Other Non-APEC Stakeholders Involved

Not Applicable

Proposing Economy(ies)

Chinese Taipei

Co-Sponsoring Economies

Philippines; United States

Expected Start Date

01/01/2007

Expected Completion Date

31/12/2008

Project Proponent Name 1

Mr. Chih-Peng Huang

Job Title 1

Director-General, Bureau of Foreign Trade

Organization 1

Ministry of Economic Affairs

Telephone 1

+886 (2) 2397-7405

Email 1

Eugene_t@trade.gov.tw; david.wang@trade.gov.tw

Project Proponent Name 2

Not Applicable

Job Title 2

Not Applicable

Organization 2

Not Applicable

Telephone 2

Not Applicable

Email 2

Not Applicable

Declaration

Not Applicable

Project Summary

Purpose: MICE, an acronym for Meeting, Incentive travel, Convention/congress, and Exhibition/event, is not only an important marketing tool for trade promotion, but also a driving force for the development of related service industries due to its high linkage benefits and added value. As the APEC region becomes increasingly attractive for its trade and investment potential, MICE will play an even more vital role in the region's trade promotion and sustainability. Against this backdrop, this seminar aims to provide opportunities for member economies to share knowledge of MICE development, exchange experience, build a network, and create business opportunities. With this, we can advance international trade development and benefit relevant service industries and small/medium enterprises.

Principal Activities: The MICE Opportunities in APEC Economies Seminar will be organized with participation of public and private sector representatives from APEC economies. Major topics will include: identifying MICE opportunities in the Asia Pacific region; the role of the government; MICE's relationship with trade promotion, impact on human resources, etc.

In order to help facilitate promotion and sharing of APEC economies' MICE industries and experience, an open invitation to the economies will be issued for participation in forums as panelists and a mini-exhibition that will be held to highlight and showcase MICE development and accomplishments.

When and Where: The Seminar is scheduled to be held in Taipei during October 2007.

Relevance

In accordance with the Bogor Goals for liberalization and facilitation of trade and investment, this project intends to enhance member economies’ capacity to develop international trade in goods and services, sustain global competitiveness, and strengthen cooperation for shared prosperity of the Asia-Pacific region.

MICE, an acronym for Meeting, Incentive travel, Convention/congress, and Exhibition/event, is not only an important marketing tool for trade promotion, but also a driving force for the development of related service industries due to its high linkage benefits and added value. It is estimated that the global MICE industry is worth US$280 billion per year, and that its economic effect on support industries is about nine-fold: for every US$1 spent, approximately 10 cents goes directly to the venue whereas the remaining 90 cents are spread among peripheral industries such as transportation, hospitality, leisure, and retail. MICE is a value-added industry as it increases employment opportunities and generates extra tax revenue for local governments. Engaging in the promotion and improvement of MICE in any economy, developing or developed, is an ideal method for working towards improving standards of living, fully utilizing economy resources, and making a positive impact on reducing poverty.

The Asia-Pacific region is quickly becoming one of the most desirable MICE locations in the world, particularly since it has done more than any other region to develop world-class venues and infrastructure, including leisure and entertainment facilities, over the last decade. Moreover, much of the attraction lies in its fast-growing trade and investment opportunities that encourage the growth of association memberships and ensures sustainable development of the MICE industry.

Therefore, this Seminar intends to provide opportunities for member economies to share knowledge of MICE development, exchange experience, build a network, and create business opportunities. With this, we can advance international trade development as well as benefit the relevant services industries and small/medium enterprises.

Objectives

· Advance international trade development in the Asia-Pacific region.

· Strengthen cooperation in building the region into the leading global MICE
destination.

· Reduce economic disparities in the region and realize shared prosperity.

Alignment

Beneficiaries and Outputs

Stakeholders from member economies, particularly the developing ones, who are involved in the policy making and the development of the MICE industry; relevant peripheral industries (for example, tourism, logistics, transportation) and SMEs; plus any business operator who has a potential interest in the industry.

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The MICE Opportunities in APEC Economies Seminar is intended to build capacity, improve economic efficiency, and bolster economies' sustainability.

Beneficiaries will gain further understanding of the issues and importance of MICE and learn to capitalize on the high potential for business opportunities. Greater trade and investment opportunities can be generated and explored, thereby contributing to trade creation, liberalization, and facilitation of APEC economies.

-----------------------------

While preparing for the seminar, MICE industry professionals from APEC economies will be consulted to define the seminar’s scope and focus. During implementation, active participation of stakeholders will be encouraged and arranged for experience sharing. For the evaluation process, surveys will be conducted with all participants, including speakers and delegates, to collect feedback and to identify further needs of member economies for capacity building.

Dissemination

a. the nature of the target audience;

Stakeholders from public and private sectors of APEC member economies, particularly developing ones, who are involved in trade promotion, the development of the MICE industry, and SMEs.

b. the form and content;

Seminar materials and proceedings.

c. format (e.g. hard copies, floppy discs, internet uploading);

Both hard and soft copies of seminar materials and proceedings, in physical and virtual forms.

d. number of copies for the publication;

250 copies

e. a publicity plan for:

- briefing the general or specialist media about key components of the project;

The Bureau of Foreign Trade will coordinate publicity activities, including press releases.

- the promotion of sales or other dissemination of the final product;

Materials will either be distributed to or made available to all APEC participants and (or) interested stakeholders.

Gender

The planning and implementation of the project is open to both genders equally. Of note, this MICE Seminar planning committee consists primarily of women members. Also, the MICE industry currently has a high proportion of women involved, as compared to other industries. Thus, qualified female experts will be invited to share their expertise and perspectives.

-----------------------------

Regardless of gender, this project is intended to benefit equally all of APEC's stakeholders who are interested and involved in trade promotion and development.

Work Plan

No major problem is anticipated.

Timeline	Action Plan
October - December	a. Invite economies to recommend speakers. b. Seek input from economies regarding draft agenda.
January - March	Finalize the list of speakers and agenda.
April - May	Invite economies to nominate their participants.
June	Finalize list of participants and administrative arrangements.
October (3 days)	Hold the event.
November - December	Draft the outcome and evaluation reports.

The Draft Agenda

DAY 1

· 09:00 - 09:20 Welcoming Remarks

· 09:20 - 10:10 Keynote: MICE Enhancing Trade Promotion

- How does MICE affect international image and trade?

· 10:30 - 12:30 Identifying MICE Opportunities/Location & MICE (Lecture & Panel)

- What is MICE? Why develop MICE?

- How to see where MICE development is possible. Can MICE exist in a non-MICE
friendly environment?

- What possibilities and benefits are available with MICE development?

· 13:30 - 15:30 Government & MICE (Lecture & Panel)

- What role can/does government play in MICE development and at the established
level?

- How does government ensure stability/sustainability of MICE for the long run?

· 15:50 - 17:30 Location & MICE (Lecture & Panel)

- Factors to consider when deciding where MICE will be centered in a member
economy. For example, MICE seems to be centered on northern Taiwan, rather
than include the center and southern parts. Why?

- Government/business/community roles in deciding location.

DAY 2

· 09:00 - 09:50 Keynote: Gender & MICE

- Roles of men and women in the industry.

- How each has contributed to the development and where the trends are leading.

- Can MICE be designed to cater to specific genders?

· 10:10 - 12:10 Human Resources & MICE (Lecture & Panel)

- How does HR support/develop/enhance MICE?

· 13:30 - 15:30 Destination Branding vs. Delivery (Lecture & Panel)

- Marketing results can be overwhelmingly positive, but can the product live up to
expectations?

· 15:50 - 17:30 Evaluating MICE (Lecture & Panel)

- Are original goals being achieved?

- How to get back on track?

DAY 3

· 09:00 - 11:00 Forum: APEC Cooperation & MICE

- Role that APEC can play in MICE development.

· 11:20 - 12:00 Wrap-up

· 13:00 - 17:30 Industrial Tour

------------------------------

All APEC economies members will be invited to partake in the preparation and implementation phases of this project by providing input regarding agenda and speaker recommendations, plus making presentations on the development of their MICE industry, etc.

Risks

Not Applicable

Monitoring and Evaluation

Currently member economies are at differing stages of development in terms of the MICE industry. This project is meant to facilitate the exchange of information, experience, and insight to help improve knowledge and understanding of the trends, economic implications, issues, and opportunities of MICE and related services. Also it will help enhance the capacity of member economies for trade development.

Linkages

Relevant fora, such as the Tourism Working Group and Small & Medium Enterprise Working Group have been consulted regarding the agenda setting, speaker recommendations, etc. Input from these fora will be duly incorporated in the process of finalizing the details of the agenda and seeking experts as speakers. Invitation for participation will also be extended to members of these groups in the future.

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This project will help equip member economies with knowledge of global trends, economic significance, policies, and strategies related to the development of the MICE industry in the context of trade promotion for goods and services.

It will enhance member economies’ capabilities to explore the highly potential business benefits of the value-added MICE industry and its relevant services, including SMEs, to achieve APEC goals for sustained trade and economic development.

This project will also foster cooperation, sharing, and collaboration among member economies toward building the region into one of the leading MICE destinations in the world, ultimately leading to shared prosperity and development.

Sustainability

Not Applicable

Direct Labour

Not Applicable

Are there any supporting document attached?

Project No.
Project Title
Project Status
Fund Account
Sub-fund
Project Year
Project Session
APEC Funding
Co-funding Amount
Total Project Value
Sponsoring Forum
Topics
Committee
Other Fora Involved
Other Non-APEC Stakeholders Involved
Proposing Economy(ies)
Co-Sponsoring Economies
Expected Start Date
Expected Completion Date
Project Proponent Name 1
Job Title 1
Organization 1
Telephone 1
Email 1
Project Proponent Name 2
Job Title 2
Organization 2
Telephone 2
Email 2
Declaration
Project Summary
Relevance
Objectives
Alignment
Beneficiaries and Outputs
Dissemination
Gender
Work Plan
Risks
Monitoring and Evaluation
Linkages
Sustainability
Direct Labour
Are there any supporting document attached?
hdFldAdmin
Project Number
Previous Fora
Secretariat Comments
Reprogramming Notes
Consolidated QAF
Endorsement By Fora
PD Sign Off
Batch
Forum Priority
Committee Ranking Category
Committee Priority
PDM Priority
Priority Within Funding Category
Monitoring Report Received
Completion Report Received
PMU Field 1
PMU Field 2
PMU Field 3
On Behalf Of
Proposal Status
Originating Sub-Forum
Approval Status
Attachments

Content Type: Standard Proposal