The Pacific Asia Travel Association (PATA) is delighted to announce the launch of an innovative capacity-building programme for the Asia Pacific tourism sector. With the theme, “Macao MICE Forward: Innovate, Sustain, Excel – Smart Solutions Training for Sustainable MICE”, the programme is a collaboration with MGM and will be implemented next week in Macao, China.
In response to the challenges posed by the COVID-19 pandemic, PATA has been at the forefront of developing and launching a suite of resources, tools, and capacity-building programmes to support the Asia Pacific tourism industry. These initiatives, which provide the tools needed to proactively prepare for future challenges that may arise in the sector’s ever-changing landscape, include the Tourism Destination Resilience (TDR) programme for destinations, the Finance and Digital Skills programme for tourism SMEs, and the Informal Workers Programme.
Recognising the vital role of the Meetings, Incentives, Conferences and Exhibitions (MICE) sector in driving economic and social development, PATA is now focusing on capacity-building initiatives tailored specifically to this crucial industry. As an important contributor to the visitor economy, MICE continues to evolve. Recent trends, such as the growing adoption of digital technologies and hybrid event models, along with the increasing demand for sustainable practices in event management, are reshaping the sector. Advancements in Artificial Intelligence (AI) and technology also create new opportunities for destinations to thrive in this competitive market.
“The shift in the MICE industry highlights the need for greater flexibility and innovation to meet evolving delegates’ expectations, with digital readiness and being market-driven,” remarked PATA CEO Noor Ahmad Hamid. “Macao’s ability to drive diversifications and highlight its unique culture, heritage and abundance of attractions suits well to offer the best experience for the MICE travellers. In this respect, PATA is proud to collaborate with MGM to support the positive transformation of Macao’s MICE tourism towards a more sustainable and innovative future.”
As a global hub for business events, Macao, China, attracts international professionals, fostering knowledge exchange and business opportunities. The influx of high-spending business travellers bolsters local industries, including hospitality, retail and dining, while also enhancing the city’s global reputation. MICE tourism plays a critical role in promoting sustainable economic growth, creating jobs and reinforcing the city’s status as a premier destination for international events in the Asia Pacific region.
Iwan Dietschi, Senior Vice President of Hospitality of MGM, said, “As a company rooted in Macao, MGM is committed to providing guests with innovative and best-in-class hospitality and MICE services, with a strong belief that the future of MICE lies in the seamless integration of smart technologies.”
“By partnering with PATA on this comprehensive training program, we aim to equip the current and future practitioners in the MICE industry with the knowledge and tools they need to succeed in an increasingly dynamic and competitive landscape. Together, we will ensure that Macao continues to excel as a premier destination for international business events, contributing to the city’s sustainable economic growth and global connectivity.”
PATA and MGM will conduct a comprehensive two-and-a-half-day capacity-building programme in Macao, China, from September 24-26, 2024, targeting local MICE stakeholders. On the first day, the programme underlines crucial Marketing Strategies and the integration of Technology and AI in the MICE industry. Mr Hamid will deliver a keynote presentation, sharing his extensive expertise and insights into current best practices and the evolving landscape of MICE. This will be followed by a session from Ms Sina Bünte, founder of Digitalmind.events, an event management consultancy based in Spain, who will delve into digital marketing strategies, AI in MICE, and the latest digital tools for event management.
The second day will concentrate on MICE Operational Sustainability, where attendees will explore sustainable practices in event management, highlighting successful case studies. Standards, certifications, compliance, and other essential tools for supporting sustainability in the MICE sector are also covered. This session will be led by Ms Adeline Larroque, founder of Ennov-Solutions, a consultancy specialising in sustainable events based in France.
On the final day of the programme, Mr. Hamid, Ms Bünte and Ms Larroque will lead a special session on the topic of Future of International Hospitality and Tourism – Emerging Trends, Technologies, and Practices. This is specially curated to benefit tourism and events students as well as MGM’s team members. MGM keenly supports local educational institutions and brings cutting edge knowledge so that our industry as a whole and potential industry talent can be better prepared for the challenges and opportunities that the future brings. A panel discussion on the essential skills for future tourism professionals and the impact of technology on reshaping the tourism industry is highly anticipated.
