Innovation and engagement


Event brief
Into its 11th year, the Asian MICE Forum (AMF) is an annual event where speakers from the world’s major MICE organisations, such as ICCA, UFI and SITE, share their thoughts and experiences.

Themed The New Era of Experiencing and Sharing, this year’s event saw a discussion of new trends beyond the scope of incentive travel and events, and touched on creative issues and CSR stories in the meetings and conventions sector.

Moreover, as Taiwan’s first event to have gained ISO 20121 certification – involving the implementation of a management system standard and green, sustainable MICE practices – the Forum served to encourage the country’s MICE industry to adopt the standard and stay abreast of the global green conference trend.

The key challenge for an 11-year-old forum is to keep the content and programme new and fresh to satisfy the experienced audience and to engage the younger delegates now involved in the MICE industry.

Moreover, where in the past, invited speakers were only from the Asian region, speakers are now invited from all over the world.

A further challenge hence is for organisers to switch to a more global perspective.

To make the AMF more dynamic and attractive, boundaries of the MICE industry needed to be extended so the most innovative and inspiring speakers could be involved. The organisers believe that the acronym “MICE” is not limited to the scope of meetings, incentives, conventions, and exhibitions – it also stands for an industry of creativity and knowledge sharing.

To keep abreast of the latest trends, the organisers arranged for attendance at IMEX, IBTM, SITE, ICCA, and UFI events.

The latest information and most relevant topics were collected, particularly, in relation to new technology tools commonly used by the young generation of today. AMF’s event design, theme, and speakers list were reimaged and interactive technologies like online voting and augmented reality were integrated to enhance audience experience.

Key takeaways
The forum stayed fresh and offered a platform for participants to learn new things about the industry. Hot issues and interesting elements in the programme also helped generate more innovative ideas, putting conviction behind the saying that new thinking brings new possibilities.

Event: Asian MICE Forum 2016
Organiser: Commissioned by the Ministry of Economic Affairs (MOEA) and implemented by Taiwan External Trade Development Council (TAITRA)
Venue: Taipei International Convention Center
Date: September 7 and 8, 2016
Number of participants: 600 pax

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