A thorough understanding of the unique nuances that differentiate Asia from other regions is crucial for the success of business event planners venturing into this highly diverse market.
For instance, Greater China – comprising mainland China, Hong Kong, and Taiwan – may seem similar to the Western world at first glance. However, each destination has its own language, writing style (traditional Chinese vs. simplified Chinese), and unique ways of expressing ideas.
“Asia’s level of diversity in cultures, languages and tradition sets the market apart from regions with more homogenous demographics,” said Jessica Chang, Shanghai-based managing director of destination marketing and consulting JCIM Limited. Formed six years ago, JCIM also has offices in Hong Kong, Taiwan and Australia.
Unique to Asia is the emergence of Tier 2 cities, such as Busan, Fukuoka, and Chengdu, as viable business events destinations, she said.
Chang opined: “While major cities like Singapore and Tokyo remain MICE powerhouses, the exploration of Tier 2 cities offers a distinctive value proposition including lower costs, authentic cultural experiences, and untapped growth potential.”
Moreover, Asian governments, such as those in Singapore, Taiwan, and South Korea, not only provide financial support for business events but also streamline visa processes and offer additional incentives. This commitment to business events extends to sustainability, aligning with the priorities of corporate clients.
To attract both domestic and international business events, planners must also leverage cutting-edge solutions such as virtual events, AI matchmaking, and mobile apps to enhance the overall event experience, Chang noted.
