Overview of the ASEAN MICE industry: Part 3

Myanmar and Indonesia are two underdeveloped but high potential MICE destinations in ASEAN. The governments in both countries have paid greater attention to developing MICE to unlock its vast economic benefits and put their countries on the world map. However, there is a long way to go for these countries especially with the lack of infrastructure necessary to host large events.

Myanmar

PC: nationmultimedia.com
  • Major MICE centres in Nay Pyi Taw include Myanmar International Convention Centres 1 and 2, and the Kempinski Hotel Nay Pyi Taw.
  • The city had previously hosted the ASEAN Tourism Forum, ASEAN Summit and World Economic Forum on East Asia.

Myanmar is now holding more than 60 business and commodity exhibitions a year, but shortages of proper venues are hindering the full potential.

Myanmar’s Ministry of Hotels and Tourism has announced plans to establish Nay Pyi Taw as a MICE destination, having established a central organising office in the capital city as a “one-stop shop” for organising MICE events.

TCEB and the Union of Myanmar Federation of Chambers of Commerce and Industry (UMFCCI) recently signed a comprehensive memorandum of understanding at a ceremony in Yangon to improve and expand their meetings, incentives, conventions and exhibitions (MICE) industries.

Indonesia 

PC: exhibitionscargo.com

MICE remains a disappointment for Indonesia. Out of 8.8 million travelers, only 3% came for MICE, roughly 170,000. Compared to its much smaller counterparts in ASEAN, this is proportionately small.

One of the main barriers to MICE growth in Indonesia is the lack of world-class infrastructure required for hosting prestigious or large MICE events. Only Jakarta, Bali and Yogyakarta are capable of hosting large meetings while other cities can only medium size events. In addition, connectivity and roads remain inadequate and air travel into Indonesia is limited. Newer developments include the construction of a new airport in Lombok and a new convention venue in Manado.

The government had previously designated 16 new MICE destinations for development. They include Bandung in West Java; Jakarta; Surabaya in East Java and Yogyakarta; Batam in the Riau Islands and Medan in North Sumatra; Denpasar in Bali and Lombok in West Nusa Tenggara; Makassar in South Sulawesi and Manado, North Sulawesi.

In 2012, Indonesia established the Directorate of Special Interest Tours, Convention, Incentive and Events Development to boost tourism and the MICE industry. In particular, Indonesia has focused its strategies toward attracting travelers from South Korea, India, Russia and China. In particular for China, Indonesia’s leading carrier PT Garuda Indonesia has made plans for daily flights to Jakarta while Jakarta has also urged ASEAN to implement a common visa for the region to accelerate growth of tourism from neighbouring countries.

Looking forward, there is a need for the government to create a special agency focusing on the development of MICE. In addition, there should be implementation of greater financial incentives to encourage MICE players to hold their events in Indonesia.

 

Overall

Myanmar and Indonesia have strong cultural and historical capital to tap on and their MICE industries are poised to become the largest in the region. Especially with collaboration with the ASEAN region, Myanmar and Indonesia are extremely attractive destinations for MICE travelers to stopover after their main events. However, it will take a few more years for Myanmar and Indonesia to really start fulfilling its potential because it still lacks the hard capacity required for hosting big events. Political circumstances can also frustrate development prospects and delay the growth of these promising MICE destinations.

 

Keen to plan an event in one of the ASEAN countries? Check out Eventnook’s range of services capable of powering complex and large-scale events: 

About EventNook:

Event Management Software company, EventNook is an online event registration & ticketing platform where organisers can set up and customise their very own event page. Through it, organisers can collect attendees’ information and their payment using a real-time dashboard. Features such as Automated Email Confirmation and QR Code Check-In make the job of event organisers much easier and more efficient. Recently, EventNook launched an Event Venues Directory which provides information on more than 5,000 venues in Singapore, Thailand, Malaysia, Myanmar and Hong Kong, making one of the best places on the web to look for venues in South East Asia.

Contact us:
Email: hello@eventnook.com
Phone: +65 6681-6571
Twitter: https://twitter.com/eventnook
Facebook: https://www.facebook.com/eventnook/
Google+: https://plus.google.com/+Eventnook/

 

Read more about the other ASEAN countries’ MICE outlook:

https://blog.eventnook.com/post/overview-of-the-asean-mice-industry-part-2/

https://blog.eventnook.com/post/overview-of-the-asean-mice-industry-part-1/

 

References

http://www.chinamicenow.com/article/indonesia-boosts-mice-industry-new-initiatives

http://www.traveldailynews.asia/news/article/56259/mice-tourism-remains-a-disappointment

10 exciting trends in the events industry for 2016

From event technologies and marketing concepts to new ways of thinking about events, 2016 is all about empowering event planners to understand their attendees and to create not just events but experiences.

1. Integrating big data

More than just data analytics, event planners will be demanding more- the ability get actionable insights and recommendations from the data. They will also be applying it to more aspects of the event planning process, from marketing and engagement to feedback and impact.

2. Customised and personalised events

Driven by the growth in big data and analytics, event planners who can exploit the data will be able to offer customised and personalised event experiences to each and every one of their attendee.

3. Internet of Things (IOT)

The IOT is poised to make venues and events smarter as it allows interaction between material things and the virtual world. iBeacons for instance will allow event planners to track movement within a venue.

This allows event planners to push out information and notifications in the most relevant way and at the most convenient time.

An event attendee receiving a notification on his smartphone when he arrives at the event PC: 9to5mac.com

 

In other words, event planners will become omnipresent.

4. Entrepreneurship and DIY event planning 

Look out for the DIY event planner, the chefs who organise huge cook-outs, the business owners who organise their own conferences and hackathons and the teachers who organise free lessons for students.

With access to event planning tools and free event software, people are able to plan smaller-scale events on a more frequent basis. Professional event planners may see this as a threat to their business. However, you can exploit this growing segment by becoming an influencer yourself. Share your professional knowledge through content marketing with these people and win over their hearts and minds. When they decide to go big with their events, they might just turn to you.

PC: smeadvisor.com

 

5. Wearables 

As wearables become cheaper, event planners could start deploying them en masse at larger-scale events to provide a more customised, consistently engaging experience while at the same time be able to collect more insightful data to drive analytics as well as have the ability to monitor real-time feedback so that events can be modified and understood more accurately

PC: punchkick.com

 

6. Governments want a slice of MICE

Look out for the opportunities your government could provide you in the coming year as governments may provide free skills upgrade workshops, funding or access to government services.

In particular, there is a greater drive to boost the MICE industry in the southeast asian region with Singapore’s government publishing the MICE 2020 roadmap and the Thai government pledging greater support for the MICE industry in a bid to boost tourism as well.

7. Drive for regionalism in ASEAN

MICE industries in southeast asian countries are maximising the ASEAN image to draw in attendees. It would be great if the countries could work together to create a more seamless, transboundary experience, where event attendees could perhaps have a meeting in the Philippines, unwind in Thailand and attend a huge conference in Singapore

Events that manage to draw in crowds throughout ASEAN will boast a more diverse attendee profile and boost the voice of ASEAN at these events.

Read more about the MICE industry in ASEAN here: https://blog.eventnook.com/post/overview-of-the-asean-mice-industry-part-1/

8. Pop-ups

It’s not just about customising events for attendees, it is also making the event more flexible for the companies behind it so that they can benefit more from it. Pop-ups will make event venues more flexible for the needs of the event planner in the year 2016. Event planners may no longer be at the mercy of venue availability or the lack of an event space suitable for their demands!

Called Dome of Visions, this mobile greenhouse studio has recently popped up in Copenhagen. In addition to hosting artists, musicians, and other cultural events in Copenhagen and other cities, the dome will also provide a platform for serious discussion about the future of sustainable housing in a changing world. PC: inhabitat.com

 

9. Integrated technological solutions

No doubt, technologies such as event registration, online and on-site events payment, feedback gathering technologies and engagement technologies will be increasingly deployed by savvy event planners. However, there will be a greater need for these solutions to integrate into one seamless experience.

10. Experimental, experiential, customer-focused event marketing

Event marketing may see a renaissance because many event planners are beginning to see the additional value event marketing can bring to boost the net ROI of events.

PC: weareparable.com

Besides boosting attendance, event marketing can provide much-needed data about the attendee profile right before the event to maximise the relevance of event content and experience for the potential audience.

The fact that these campaigns cost little provide event planners with another platform to try out mini experiments to see if they work with the potential audience before the event. And many times, these unique and unpredictable ways of marketing can attract more buzz and win over the crowds!

 

EventNook offers integrated registration and ticketing solutions for both small and large events. Start 2016 right by upscaling your registration process! 

Event Management Software company, EventNook is an online event registration & ticketing platform where organisers can set up and customise their very own event page. Through it, organisers can collect attendees’ information and their payment using a real-time dashboard. Features such as Automated Email Confirmation and QR Code Check-In make the job of event organisers much easier and more efficient. Recently, EventNook launched an Event Venues Directory which provides information on more than 5,000 venues in Singapore, Thailand, Malaysia, Myanmar and Hong Kong, making one of the best places on the web to look for venues in South East Asia.

Contact us:
Email: hello@eventnook.com
Phone: +65 6681-6571
Twitter: https://twitter.com/eventnook
Facebook: https://www.facebook.com/eventnook/
Google+: https://plus.google.com/+Eventnook/