Coordinating a FAM Trip and Conference for the MICE Sector

Project Specifics
  • IPIM – Macao Trade and Investment Promotion Institute
  • MICE - Exhibition

  • B2B Solutions
  • 2023

The Situation

Mainland China’s reopening for international travel creates a major opportunity for Macau’s MICE sector, and the Macao Trade and Investment Promotion Institute wanted to organize a major event to welcome and train mainland buyers, and to create links between these buyers and the SAR’s MICE industry.

The Results

From 12-16 June 2023, Dragon Trail assisted the Macao Trade and Investment Promotion Institute to organize the “Opportunities and Development” hybrid conference and in-person FAM trip for MICE buyers from the Chinese mainland.

The event brought together a total of 23 Macau MICE companies with 168 Chinese and international MICE buyers, with more than 400 business meetings held. More than 600 viewers joined the live streamed conference session, while 40 buyers toured MICE venues, hotels, and tourism attractions in Macau. Macau MICE businesses had already received inquiries and bookings by the end of the conference.

The event also received more than a dozen pieces of media coverage in three languages, including print and television.

Our Work

Dragon Trail invited both online and offline buyers to the event. Spanning 12-14 June, the hybrid conference was live streamed through Dragon Trail’s CTA Live WeChat webinar platform, attracting more than 600 live viewers.

The conference also included a matchmaking and business meetings session, with mainland buyers and Macanese hotels, resorts, business associations, and other industry players. Dragon Trail organized the session and built an online platform for pre-event match making. More than 400 business meetings were held in total, expanding business opportunities for cooperation and demonstrating the maturity of Macau’s MICE services and facilities. Participants from Macau reported that they have already received inquiries and bookings for the coming year following the session.

Following the conference, we organized an in-person FAM trip from 14-16 June, with 40 mainland MICE buyers from well-known companies including CYTS and China National Pharmaceutical Group (Sinopharm). For three days, Dragon Trail accompanied the buyers around Macau, visiting MICE venues, hotels, and tourist attractions. The buyers got a chance to have a first-hand experience of Macau’s advantages as a MICE destination, empowering them to organize and sell future trips.

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