Hong Kong has taken a large step forward in consolidating its position as a conference and exhibition hub with the recent launch of Meetings and Exhibitions Hong Kong (MEHK). With a tagline of ‘Hong Kong – Converging Possibilities’, the new body is a subsidiary of Hong Kong Tourism Board and has a brief to attract more international business events to the city.

Gilly Wong, general manager of MEHK, says the new body will strengthen Hong Kong as a brand and also increase its appeal as a premium destination for MICE events. “Hong Kong has a good track record with conventions and there is no doubt it is still the trade fair capital of Asia,” she says.

Government cash
Hong Kong’s government has allocated US$19.3 million over the next five years to help with the process, money that will be spread across marketing initiatives, trade shows and sales events in key markets including China, Japan, India, Korea and the US. It is not clear yet exactly how the money will be allocated, although Wong says its focus will be on trade investment and customer service, rather than on advertising campaigns.

Stanley Chu, chairman of the Hong Kong Exhibition and Convention Industry Association (HKECIA), says: “Under the MEHK mandate, financial incentives to MICE organisers are in the form of value-added offers, compared with direct cash subsidies by foreign counterparts. This may prove to reduce competitiveness in attracting major events to Hong Kong.”

MEHK will focus on three key areas: building Hong Kong’s brand, acting as a one-stop shop for conference and exhibition planners, and offering valueadded services to inbound groups. Services being offered by MEHK include advice on venue selection and high-level lobbying for large events. Wong says that customisation will also  be a key feature of MEHK. She says: “Instead of clients asking us ‘What do you offer?’ we are saying to them, ‘What do you want?’ MICE is all about personalised efforts – after all, it is a ‘people’ business. We want MEHK to have a solid word of mouth component to prove its value to business event planners.”

Welcome concept
MEHK has been a long time coming according to many industry heads. Rivals Singapore, Australia and Korea already have  well-established bureaux while Malaysia launched its new convention bureau in December.

“All our neighbouring cities have come up with aggressive plans for their MICE industries,” says Chu. “They give strong financial and policy support to MICE organisers there. “HKECIA is happy to see the government allocating financial resources to MEHK to strengthen the leading position of Hong Kong’s MICE industry. We are pleased with the initial direction, it is a great step forward.”

Michael Duck, senior vice-president of CMP Asia, agrees. “The MEHK set-up is overdue and is needed now more than ever,” he says. “Coordinating interests and promoting the industry is top in the minds of most in the MICE industry.”

Customised service
Despite the eagerness with which MEHK is being embraced, the new launch is not without its concerns. One fear is that it could become bogged down in bureaucracy and become sensitive to media attention – a problem that has beset many public organisations in Hong Kong.

“I hope MEHK will be given more powers to act on behalf of the industry. If they cannot move due to interests and bureaucracy then the influence it should have will be reduced,” says Duck. He adds that the current economic crisis is an ideal time for action. “Hong Kong has a wonderful opportunity to play a leading role in both exhibitions and conferences for the region,” he says. “What better time to reform and establish but now?”