Thanks to Vietnam’s booming economy that grew 8.2% this year through September, Vietnam’s MICE industry is looking bright. Foreign investment, tourism and MICE industry showed strong performance and will continue to grow because of a deep-seated shift in thinking among the country's leaders. Team-building Activities in Hanoi: MICEreview talks to Mr Pham Quang Hung, Director, International Cooperation Department, Vietnam National Administration of Tourism on issues facing Vietnam’s MICE industry. How much has Vietnam’s MICE industry grown over the past few years? HUNG: While we have no research data on this, figures from the Vietnam General Statistics Office revealed that among the 1.85 foreign tourists traveling to Vietnam in the first six months of 2006, as many as 278,000 visitors traveled in combination with attending seminars and conferences. This is an increase of 26.3 percent over the same period of the previous year. Singapore raked in S$4 billion from the Meetings, Incentives, Conventions and Exhibitions (MICE) market in 2006. The International Congress and Convention Association ranked Singapore as the Top convention city in Asia for the eighth time.
Singapore’s excellent infrastructure and creativity in programme offerings are key success factors. Recognising its lack of beautiful beaches or exotic cultural experiences as compared to competitors in the region, Singapore ups the ante by developing two Integrated Resorts with convention and theme park facilities. To ensure long-term sustainability of its MICE industry, Singapore Tourism Board’s BE in Singapore scheme launched in 2006 has a S$170 million budget to help create, anchor and grow strategic business events. During the months of June and July 2007, security was in high alert in Asian countries such as Thailand and Indonesia. There have been travel warnings from US and Australia on possible terrorist attacks. In Thailand, there were political uncertainty and bombings in Bangkok and the southern areas since the overthrow of the Thaksin government.
Given this background, hotels and public infrastructures in Bangkok are doing their best to ensure the safety of its citizens and foreign visitors. Vehicle scanning, gun slinging guards are common sights around the city. Non-security service staff also seemed to be trained to be extra observant in spotting anything out of the ordinary. All these security measures can either make one feel safe, or feel the tension and sense of unease in the city. Fortunately for Bangkok, security staff and service personnel carry out their duties diligently but courteously, and often with a friendly smile but remain in full alert. One foreign traveler recalled a most memorable experience while taking the Bangkok subway recently. She had some alcohol just before taking the subway, and started to feel dizzy with nausea while in the moving train. Upon arrival at her destination, she was on the verge of vomiting. She held a small plastic bag close to her mouth as she stepped out of the train with the rest of the passengers, but with no obvious sign of fainting or staggering. Yet, within seconds from walking out of the train onto the platform, a train station staff came rushing over and asked if she needed any help. The staff then escorted her upstairs as he radioed his colleagues on the upper level to open-up the emergency toilet. After cleaning up and a short rest in the toilet, the foreign traveler emerged physically well, and mentally assured of her safety in Bangkok. This is security alertness and service excellence at its best. Even under high security surveillance, foreign travelers can feel that they are being looked after without being watched over. Having encountered two terrorist bomb attacks in 2005 and 2003, Bali’s tourism and MICE industry has been in the doldrums for the past two years. However, the light at the end of the tunnel seemed to be finally shining through.
While visitors from traditional markets of Australia, Europe and the US still shun this resort island of Indonesia, Bali is gradually seeing more tourists and events from new markets like India, Russia and the East Asia region. Earlier this year, an Indian couple had a grand wedding party for 500 people, held on a pontoon in the sea off the coast of Lembongan island; another glittery Bollywood function is in the works. A Major regional medical conference took place in Bali in April, while regional corporate meetings and incentive groups are coming back. Nevertheless, Bali’s visitor numbers is still a far cry from its heydays before the bombings, as local tour agencies admit. The unusually high waves crashed onto Bali’s Kuta beach in May bringing fears of greater damage, like the Tsunami that devastated many Asian beach resorts in 2005. Let’s hope this would not slow down the pace of recovery, because Bali, despite decades of commercialization, is still a culturally rich island full of beautiful scenic spots, historic sites, beaches, sea-sports and interesting art forms that attract visitors from all over the world. Coupled with numerous local, international hotels and the well-equipped Bali International Convention Center, this island is indeed an excellent venue for MICE events. One note of caution, though: if you plan to hold an event in Bali, or perhaps anywhere in Indonesia, do try to source for gifts, souvenirs and other event collaterals locally, because the custom clearance for items sent through courier or freight services could be quite a nightmare, and may cost more than the price of your goods! For tourism and MICE industry, high standard of customer service is a must. To event managers, efficient service from hotel staff, contractors and suppliers is of utmost importance, because many last minute requests from organisers and exhibitors may occur on-site within a two to three-day event.
However, efficiency is not everything. An event manager recalled handling an international conference and expo a few years ago in a city well known for efficiency. There were many sponsors with tough requirements. One particular sponsor stood out with the most last minute changes and the most demands for immediate responses. And they were not the most friendly or courteous sponsor to deal with. Fast-forward to two years later, the event manager faced the same sponsor again, but in a Bangkok, Thailand – a city better known for smiles than for efficiency. The event manager was well prepared to handle the stringent demands, but worried that the service support from the hotel and suppliers could not keep up with the pace of constant changes. But surprise! This time, the sponsor was all smiles, despite things getting done slower than they would like. They even gave the event manager a friendly wave while having a drink at the hotel lounge. Lesson? Efficiency is important, but providing friendly service with a smile is just as important, if not more. And…don’t oversell efficiency as a USP, just in case customers come to expect forever-faster service! Cities and resorts around the Asia-Pacific region are all gearing up to gain a bigger slice of the MICE pie. With the F1 race starting in 2008 and the development of the two integrated resorts, Singapore can look forward to more excitement and facilities for the MICE and tourism industry. Elsewhere in the region, Bangkok, Hong Kong and Macau are all expanding facilities and space to accommodate growing demands. Traditional incentive travel sites such as Bali and Phuket are also on the track of recovery from their respective disasters two years ago, while newer locations like Chiang Mai and Cebu are joining the MICE bandwagon.
When Singapore’s Marina Bay Sands integrated resort is completed and fully operational in 2010, the country’s total dedicated MICE space is expected to increase to 250,000 sq m from the current 140,000 sq m. In Hong Kong, both the AsiaWorld-Expo (AWE) and the Hong Kong Convention & Exhibition Centre (HKCEC) are planning for expansion. This will result a total of at least 200,000 sq m rentable space in just AWE and HKCED alone. Currently, Bangkok’s Queen Sirikit National Convention Center, IMPACT Muang Thong Thani and the Bangkok International Trade and Exhibition Center (BITEC) has a combined rentable space of 241,000 sq m, but BITEC is already planning to increase its space from 36,000 sq m to at least 70,000 sq m. But the MICE and hospitality industry should not be overly dazzled by the developments of these large expo and convention halls that are meant for mega events. After all, mega events do not come by all that frequently. Throughout the year are numerous smaller conferences and exhibitions, corporate events and incentive groups that require facilities for hundreds to less than a thousand people. With more and more international meetings – big or small – gathering in Asian cities, the question is, can hospitality facilities, manpower and customer service standard keep up with the pace and volume of activities? And with the great variety of cities, resorts and hotels available for meetings, can event organizers make informed decisions on their venue choices? |
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