MISE to develop incentives and special events

Mar 20, 2016 | Media Coverage |

MISE is a new association launched in Macau with a remit to help develop the MICE industry in the city

Macau has a new association focused on the meetings, incentives, conferences and events (MICE) industry named MISE – Macau Meetings, Incentives, and Special Events Association. MISE says it is keen to develop the incentives and special events areas of the local industry.

“We felt there was a need to found MISE because the existing associations focusing on the MICE industry do not cover the incentives and special events areas”, the Secretary of the Executive Board, Bruno Simões, told Business Daily.

“We are keen on contributing to the development of incentives and special events and this association is special because the existing ones are for the most part focused on exhibitions and conventions”.

MISE currently has a total of 11 members, which include such individual members from some gaming operators. But the association is also open to Small and Medium Enterprises and local students. The launch ceremony was attended by more than 100 MICE professionals on Tuesday in The St. Regis.

The expectations of the governing bodies is also for MISE to become the English-language platform for the MICE industry in the territory, where Chinese and Portuguese are the official languages.

MICE tourism

In recent years, the Macau Government has tried to develop the MICE industry in order to help the territory become an international tourism hub. This is also one of the main points that MISE wants to embrace in order to help the region.

“We will promote the city as a world destination for the MICE industry to attract international events. This will be developed with online marketing campaigns but also other strategies”, Mr. Simões said.

Among the goals of this Association is the intention to develop independent reports and studies to complement the material already developed by the local government.

“There are reports and studies by the government but we feel there’s still a lot to do in this area. We’re hoping that the future reports and whitepapers to be developed by our Association can contribute to Macau following the best examples of cities focused on the MICE industry”, he explained.