With the launch of its ‘Business Right Here’ programme, Meetings and Exhibitions Hong Kong (MEHK) has joined the growing ranks of regional convention bureaux and tourism boards that are offering enticements to conference and exhibition organisers and attendees.

The campaign plans to stimulate the local industry by providing specific discounts to attendees rather than by giving funds to MICE organisers in Hong Kong. Hotels, airlines and local attractions make up the list.

Industry discounts
Cathay Pacific and Dragonair are offering discounts ranging from five to 20 per cent on business and economy class airfares for registered delegates and their travel companions.

More than 30 of Hong Kong’s hotels are offering discounts. For example, JW Marriott is offering 15 per cent off its best available room rate and 20 per cent off F&B up to US$40 per day.

Hotels offering a 20 per cent discount on food and beverages include Le Meridien Cyberport, Hotel Nikko Hongkong, Regal Airport and Grand Hyatt. The Hong Kong Jockey Club, Ocean Park and Ngong Ping 360 are also offering a range of discounts on entry and F&B.

The ‘Business Right Here’ programme is an important step for MEHK, which is in the early stages of proving that it will be a worthy ambassador for Hong Kong and will be able to attract major events to the destination.

Timely programme
Global Sources director, Sarah Benecke, says: “The ‘Business Right Here’ programme is helpful and timely given the difficult market conditions this year. We are actively promoting the special fares from Cathay Pacific and hope this will mean more foreign buyers coming to our Hong Kong shows in April.”

However, questions have been raised about the timing of the launch and the benefits offered. For example, it is highly debatable whether the average trade show attendee would be interested in, or indeed have spare time to visit, leisure-based attractions such as Ngong Ping 360 or Ocean Park.

Forward planning
While the ‘Business Right Here’ programme was launched in February, it is probable that most international buyers planning their trips for the March to June trade shows would have booked airfares and accommodation well before this point in time.

Monique Yeung, head of business development at AsiaWorld-Expo, is supportive of the ‘Business Right Here’ programme and sees it as a positive sign of the government’s support for the local MICE industry. Yet she says the timing of the launch should have been considered.

“We would welcome MEHK’s decision in extending the duration of the campaign, or launching a similar initiative for the next trade show season in autumn,” she says. “The more support that is extended, the happier event organisers will be about keeping their events in Hong Kong.”

Good support
Hubert Duh, executive director, Messe Frankfurt (HK), agrees. “This initiative is a step in the right direction, demonstrating support to the exhibition industry,” he says.

“It is unfortunate that overseas buyers attending Interstoff Essential Spring declined to take advantage of the discounted airfares, by and large preferring to go with their own agents who could secure better rates on preferred airlines than those quoted in the initiative.

“For such measures to be truly effective, closer inter-alia partnerships need to be forged, and maintained, and greater transparency adopted to ensure the success of such efforts.”