Unique combinations draw more corporate & trade visitors
ITE MICE 2008- The 3rd MICE, Business&Incentive Travel Expo
Holding ITE and ITE MICE concurrently, a unique combination in Asia, tripled the total number of corporate visitors this year to 2700 from around 900 in 2005. A large part of this increase occurred this year, as ITE MICE was first launched as an independent exhibition in 2006.
ITE, an annual event with a long history, is Hong Kong’s only international travel fair while ITE MICE is the only of its kind in the Greater Pearl River Delta. Also unique about ITE MICE 2007 was the support by the event industry and/or chambers of commerce in Hong Kong and those in neighboring cities in Guangdong.
While ITE MICE brings in more corporate visitors, the long established ITE is well attended by travel trade from the region, thus generating synergy. Though various onsite logistic are synchronized and visitors can visit both ITE MICE and ITE, each of the two exhibitions will have its own promotion program.
Of the total 11655 buyers, trade and corporate visitors in ITE MICE&ITE this year, 36% of them came from mainland China and overseas. Around 6000 were from travel agents / operators, and over 600 from different media.
The corporate visitors are involved in running their organizations’ business and MICE travel - 21% in policy setting and control, 23% in planning and organizing, and 29% in execution. And they came from different sectors: 38.4% from servicing, 13.4% from the event industries, and 10.2% from training and institutions.
A highly international profile of exhibitors of ITE MICE&ITE with many products and services for the up market travel are highly attractive to professional visitors. In 2007, there were 650 exhibitors from over 50 countries and regions, and over 40 official pavilions / participations by tourism authorities all Americas, Europe, Africa and Asia with over half of them from outside Asia.
“ITE MICE&ITE are well positioned as an effective platform for the international tourism industry to cover, both leisure and MICE travel, the fast growing Asian markets including mainland China”, said KS Tong, Managing Director of TKS which organizes the Travel Expos. That ITE&ITE MICE grew to five halls in 2007 from two halls in 2004 underlines the great success of the strategy and positioning.
The Travel Expos continue receiving strong support from the travel industry, and are supported by the China National Tourism Administration (CNTA), Hong Kong Tourism Board (HKTB), the Travel Industry Council (TIC) of Hong Kong and Macau Government Tourist Office (MGTO). In addition, several trade associations in the region either organize delegations or help promoting buyers and trade visitors.
The Opening this year was officiated by Vice Chairman Zheng of CNTA, while Chairman Shao delivered a key note speech in a concurrent Tourism Forum organized by the Hong Kong Tourism Commission, which was well attended by other leaders of the international tourism industry.
ITE MICE&ITE also run a hosted buyer program sponsored by the Official Air, Cathay and Dragonair, and the Official Rail, KCRC. This year there were 674 hosted buyers, including delegations organized by trade associations in the region. Around 34% of them came from mainland China and 66% from abroad.
Besides maintaining close cooperation with trade associations and media, direct and regular contacts with professional visitors are maintained through the official trade websites, which publish a daily news summary and regular updates of ITE MICE&ITE. Last month, the trade websites drew over 12000 visits.
In addition to advertising and in-house direct mailings, other unique approaches were also adopted to promote more corporate visitors. They included special Guest Tickets for corporate management and members of trade associations, supplements in business dailies, and invitations sent through official journals of trade associations and business portals. To promote greater awareness in southern China, a delegation of 40 members from various Guangdong media attended the Travel Expos this year, and facilities in the venue were provided to a crew from News Channel of Guangdong TV for reporting through-out the trade days.
“In the past two years, we have established more contacts and channels to effectively reaching corporate visitors and ITE MICE is now better known. We will expand and refine on what were learned to bring in more corporate visitors”, said KS Tong.
The next ITE MICE will be held from June 12 to 14, 2008 at hall 2B and the next ITE will be held from June 12 to 15, 2008 at halls 1A, B&C and hall 2A of the Hong Kong Convention&Exhibition Center.
For further details, please visit the official websites of www.itehk.com and www.itehkmice.com. For enquiry, please send e-mail to href="mailto:firstname.lastname@example.org">email@example.com, or by fax to 852 3520 1500, or by phone at 852 3155 0600.
Issued by TKS Exhibition Services Ltd Rm 601, Stanhope House, 734 King’s Road, Quarry Bay, Hong Kong Tel: (852) 3155 0600 Fax: (852) 3520 1500 Email: firstname.lastname@example.org ITE website: www.itehk.com ITE MICE website: www.itehkmice.com