To continuously promote the professional and market-oriented development of the MICE industry, the Macao Trade and Investment Promotion Institute (IPIM) organised an online MICE industry training session on 6 September, with the theme of “MICE Data Analytics - A New Model for Events”. The activity invited industry experts to share their experiences and insight so that participants can grasp the new trends of the MICE market across time zones and geographical boundaries. A total of 40 MICE industry professionals in the Mainland and Macao as well as faculty members and students from local tertiary institutions attended the online session.
Teaming up to promote the development of the MICE industry
The growing prevalence of online activities in MICE events makes it increasingly important to understand big data technologies. To enable the MICE industry to achieve data-driven growth, this online training invited Corbin Ball, founder of MICE technology company Corbin Ball & Co., to demonstrate how to use big data to improve the return on investment and optimise the participants’ experience.
Facilitating the digitalisation and upgrade of the MICE industry
The keynote speaker said that data analytics was an important tool for managing different kinds of MICE data. Through an array of MICE data technologies, event organisers can study the behaviour of participants, identify potential customers more effectively, and improve the success rate of business matching. After the training, several participants said that they found it very useful and that MICE data technologies could help the digitalisation and upgrade of activities, and they looked forward to the introduction of more relevant technologies in Macao’s MICE sector in the future.
Continuously promoting Macao as an ideal MICE destination
IPIM has held several online training sessions on topics such as social media marketing, creating a sustainable MICE destination, post-pandemic trends in the MICE market and overview of the MICE market in the Mainland.
Looking ahead, IPIM will organise more online events where MICE consultants and experts will share practical knowledge or introduce the latest trends in international markets. The purpose is multifold: to provide continued support to industry practitioners during the pandemic, to spread MICE-related knowledge, to encourage growth of professionalism in the MICE segment, and to urge the industry to consistently promote Macao as a premium MICE destination and attract more events to Macao.
Those who are interested are welcome to follow the IPIM’s MICE website:http://www.mice.gov.mo/tc/training_all.aspxto review the content of the online session and keep track of the latest training arrangements.
