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Mice Industry. 林依璇 黃郁庭 呂慧勤 廖 翎 江欣憫 邱佩珊. Why MICE Industry?. The promising future of MICE industry “High-growth rate, high additional value, and high effectiveness in creativity” “Dramatic increase in output value, job opportunities, and interaction between industries”

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Mice Industry

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Mice Industry

林依璇 黃郁庭 呂慧勤

廖 翎 江欣憫 邱佩珊

Why MICE Industry?

  • The promising futureof MICE industry

    • “High-growth rate, high additional value, and high effectiveness in creativity”

    • “Dramatic increase in output value, job opportunities, and interaction between industries”

    • “Excellent human resources, excellent technique, and excellent efficiency”

      MICE industry is a good way to promote a city

The Benefits of MICE Industry

  • According to UFI (The Global Association of the Exhibition):

    The investment of MICE industry per dollar can generate a profit of 8 ~10 dollars from the revenue of other industries.

  • Its great effect on other industries

    EX: computer exhibition

Global MICE Industry

  • According to UIA ( Union of International Association) :

    In 2004; the biggest market was in Europe--56.8% ; second place was Asia--14.9%, and third place was U.S--13.9%.

    60 % of international conferences were held in Europe, and 18% in Asia. The total output value was about 150 billion U.S dollars.

    57.5 % of international exhibitions were held in Europe, and 21.2% in Asia. The total output value was about 760 billion U.S dollars.

    Growth rate of MICE industry in Asia is twice that of Europe

MICEIndustry in Asia

  • Korea, Macao : Casino

  • Singapore : Integrated city mode

    (exhibition hall, conference center, and tourist hotels, latest construction in casino business)

  • Thailand : Combined recreation mode

The scale of the market is small

Conventional industries are off-shoring

Mainland China constitutes menace to Taiwan’s IT Industry

Lack of global version

Hardware and software facilities are outdated

Lack of an objective and authoritative government agency  supra-ministerial jurisdiction

Limited experience in organizing for mega events

The MICE Industry in Taiwan

Industrial Context

  • Manufacturing Industry  Service Industry

  • Export Trade  Import Trade

  • Manufacture  Research and Development

The Prospect of MICE Industry

  • Promote the synergy of the whole industry

  • Expand the scale of MICE

  • Adopt the Blue Ocean strategy

  • Integrate government resources

  • Provisions to encourage buyers

  • Combination of culture, tourism and Mice together

  • Regional design of the venue

The Role of TAITRA

Taiwan External Trade Development Council


In Taiwan, this is the only NBA team in MICE industry.

Critics say TAITRA should:

  • Be a consultant, a coordinator, not a competitor.

  • Share resources with other private enterprises

  • Construct a new and creative MICE environment

The Role of Taiwan Government

2009 is a year of “MICE expansion”

Critics suggest: combine governmental resources and private enterprises to make Taiwan a potential player in MICE industry.

  • Create more rational distribution of resources

  • Avoid holding similar exhibitions in the same time

  • Reduce the limitation of subvention and rewards

Lisa 廖翎

Nangang Exhibition Hall’s Current Situation and Future


  • export-oriented exhibition center, platform for large-scaled trade show of domestic market, channel for import trade show

  • 60,000 square meters of show space; 6 exhibition halls, 2,467 booths, and 8 VIP rooms

  • Other facilities: public areas, function rooms, shops, restaurants and public art design

Public art design

Taipei Grand Hyatt restaurants

Rates of development

  • 2005 March~ Construction

  • 2008 March Opening

  • 2008~2009 Development (24% utility rate)

  • 2010~2011 Expansion (31% utility rate)

  • 2012~2017 Stable growth (Over 45% utility rate)

Recent Trade shows

  • 2008-Taipei International Cycle Show


  • 2009-Taipei International Machine Tool Show TIMTOS 2009 (2009 台北國際工具機展)

2008 Taipei International Cycle Show

2009 Taipei International Machine Tool Show

Developing opportunities and threats

Exhibition in Germany

  • Economic contribution

    • Promote the service industry

  • Promotion of trade itself

    • Placing orders through exhibitions

    • Companies that rely on exhibition

      Ex : the Berlin aviation exhibition

      → long-distance transportation

  • Promote the City Image –

    • Benefit the local tourist industry

    • Helpful in creating city image

    • Exhibition companies can gain fame

  • Germany is the kingdom of exhibition

    • Having ten indoor exhibition centers with more

      that 10 million square meters in space

    • Being the platform for 200 thousand exhibitors

    • Over ten thousand conferences per year

  • Secret to Germany’s success

    • 56000 enterprises participate in exhibitions

    • centrally located

    • reputation of manufacturing industry in Germany

  • Future trends in exhibition

    • The exhibition industry is concentrating

    • Competition for foreign exhibition market and clients is keen

  • Provide attentive service and advice for


  • Cooperation between exhibition companies

  • Environmental protection oriented

Credit is the point in MICE-city

City image connected to its noted exposition (Hannover Messe, Bauma, etc)

China’s lesson from Germany

Ways to credit

  • Government - Establish system for accreditation to both organizer & attendee

    eg. Themed EXPO.

  • Organizer - Assessment of attending fair for manufacturers

    eg. Systematic consultation


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