Taiwan is making waves in the MICE (Meetings, Incentive Travel, Conventions and Exhibitions) industry with its Open Arms campaign. While the Philippines is also focusing on revitalizing economic and tourism activities through MICE, Taiwan is not far behind. The recent edition of Computex, one of the world’s largest technology trade shows, held in Taipei, showcased Taiwan’s efforts to revive the industry.
Computex, which took place from May 30 to June 2, saw over 1,000 exhibitors, including well-known brands like Asus, Acer, and Gigabyte Technology. The event attracted more than 47,000 foreign visitors from 150 countries, representing a 60% growth compared to the last face-to-face event in 2019.
During a press briefing, Jerchin Lee, the Executive Director of the Taipei International Convention Center, credited the success of Computex and Taiwan’s MICE efforts to people’s desire to reconnect with each other after the pandemic. Lee highlighted that even before the pandemic, Taiwan’s MICE industry was already attracting over 314,000 foreign participants.
To strengthen its MICE industry, Taiwan aims to position itself as a preferred destination while not directly competing with neighboring countries. Joining the Asia Convention Alliance in 2021, alongside Malaysia, Thailand, and South Korea, has provided Taiwan with an equal opportunity to bid on large-scale events like exhibitions and conventions.
Apart from Computex, Taiwan has lined up more large-scale MICE events for this year, including SEMICON Taiwan 2023, the 5th World Baseball Classic, World News Media Congress 2023 (WNMC23), and the 35th Conference of the International Society of Environmental Epidemiology.
Taiwan has also made significant investments in upgrading its MICE software and hardware. The Kaohsiung Exhibition Center, Taiwan’s first national-level smart MICE venue with a 5G private network, was completed two years ago. This year, the International Convention Center Tainan and the Taoyuan Convention and Exhibition Center have opened, with the Taichung International Exhibition Center expected to be completed in 2025.
The average cost of venue rental in Taiwan ranks in the middle among 12 countries in Asia with exhibition halls, making it an attractive option for event organizers. The involvement of the government, in addition to government investment, ensures consistent rental prices across venues like the Taipei Nangang International Exhibition Center (TaiNEX), where Computex was held. The venues are operated by the Taiwan External Trade Development Council (TAITRA), a nonprofit government co-sponsored trade promotion organization.
Taiwan’s MICE experience goes beyond exhibition halls and convention centers. The cities of Taipei and Kaohsiung offer hotels, shopping malls, and recreational and cultural centers that enhance the overall experience. Notable venues include the historic Grand Hotel and Grand Hyatt in Taipei, the Songshan Cultural and Creative Park, and the Marriott Kaohsiung.
Launched this year, the Meet Taiwan Open Arms initiative aims to demonstrate Taiwan’s readiness to welcome business professionals from around the world and to host international MICE events. Organized by the Taiwan Bureau of Foreign Trade and executed by the Taiwan External Trade Development Council, this marketing campaign promotes Taiwan’s exhibition activities, professional services, tourist attractions, local cuisine, scenic beauty, and warm hospitality.
With its focus on the MICE industry, Taiwan has emerged as a formidable player, standing shoulder to shoulder with popular Asian destinations like Seoul and Hong Kong. By offering unique attractions, activities, and experiences, Taiwan aims to carve its own niche in the MICE market and provide visitors with an unforgettable experience.
In conclusion, Taiwan’s Open Arms campaign and various initiatives have reignited the MICE industry, attracting both domestic and foreign participants. The country’s investment in venues and infrastructure, along with government support and competitive pricing, has positioned Taiwan as a preferred destination for exhibitions, conventions, and other MICE events. With an array of upcoming events, Taiwan’s MICE industry is set to flourish further, contributing to the country’s economic growth and tourism development.
