Reassessing the Need for the Development of Regional Standards for the MICE Sector for the ASEAN and Asia Pacific Region

ABSTRACT

The continued liberalization of industries and economies, and the breakdown of trade barriers and travel restrictions across the globe, fueled a lot of speculation about the rosy future of MICE. These conjectures led to massive infrastructure development of exhibition spaces around the world, most notably in Asia. During the last ten years, Asia nearly doubled its exhibition spaces, with the hope of boosting its competitive advantage. But renewed challenges from traditional markets in Western Europe and North America, including emerging MICE destinations in Central and Eastern Europe, is diminishing Asia's strength in the international MICE market. Furthermore, escalating intra-regional competition has also significantly contributed in further suppressing Asia's growth. Many have contemplated that the key to surviving and sustaining growth in this competitive landscape is to forge greater intra-regional cooperation, between states and MICE institutions. To achieve this, regional standards must be developed first. The idea of setting international standards for exhibition management has been contemplated in numerous international forums, including the Association of Southeast Asian Nations (ASEAN). But no significant progress has been made yet. This article provides a comprehensive view and analysis of global and regional growth trends in MICE, with the aim of proposing and advocating regional cooperation through the development of regional standards of quality, safety and security, and risk management policies and procedures.

KEYWORDS:

• Events management
• meetings
• incentives
• conventions
• regionalization events
• tourism

Notes

¹Based on ICCA data (1997–2006) adjusted to +15% to account for unaccounted meetings.

²Time series/regression ∑x _i y _i = a (∑x _i )+ b (∑x _i ²), where x = time, y = demand/supply.

³Estimated based on the sum of the weighted average of the median space requirement (D) of different meeting sizes conducted ∑_{c = 1} ^{n = 1}D .

⁴Based on actual and projected UFI data (2000–2006).