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聚焦「轉型及創新」臺北市會展領袖齊聚布局後疫情商機

臺北市政府觀光傳播局新聞稿
發稿單位:觀光發展科
發稿日期:109年7月3日
聯 絡 人:闕玉玲科長、游美娟股長
聯絡電話:1999(外縣市02-27208889)轉6901、3369
 

聚焦「轉型及創新」臺北市會展領袖齊聚布局後疫情商機
 
  隨國際疫情趨緩,臺灣會展產業也於今年6月正式宣布「解封」,為搶疫後商機,臺北市政府觀光傳播局於今(3)日下午舉辦「會展業者領袖會議」,邀請包含展覽、會議籌辦、獎勵旅遊業者及會議飯店等21家共24位會展領袖共襄盛舉,希望從業界角度出發,全面思考及討論後疫情會展產業的創新與轉型。
  觀傳局副局長李麗珠於致詞時表示「許多國家開始商議建立『旅行泡泡』或『旅行走廊』,會展產業也必須開始針對國際MICE活動預做準備,觀傳局將持續透過數位行銷管道向國際溝通臺北市安心安全的會展環境,爭取到臺北舉辦」。而在全球疫情大爆發期間,觀傳局前緊急召集業者了解損失商討紓困作法,現在隨著國際疫情漸漸趨緩,也開始超前佈署後疫情商機。
根據國際知名會展媒體Exhibitor Media Group統計,MICE從業人員認為未來會展產業3大趨勢為,虛擬及實體並存的複合式會議、實體活動出席人數減少,且活動數縮減,此外,如無法進行面對面會議,社群媒體及線上研討會將是最受歡迎的替代方式。
  特別邀請兩大亞洲活動量及用戶最多的活動平台-Accupass和活動行的創辦人暨執行長謝耀輝進行分享,謝執行提出武漢肺炎疫情影響,今年或許可能為會展產業線下轉線上的元年,建議相關業者應重新思考「宣傳模式」、「營收模式」、「互動模式」,同時擴充全新「價值鏈」及互補「合作方」,此外也提到會展活動產業也將從「思考摸索線上活動」、「線上優勢成功發展」,逐步發展到「線上線下交互融合」,進而「構建全新增值場景」。
  本次會議由「2020臺北市會展MICE短期執行計畫」協同計畫主持人暨外貿協會主任李哲欽主持意見交流,業者最關心得還是臺灣何時解封,共同呼籲中央政府在做好安心安全防疫的前提下加快邊境開放腳步。此外,針對後疫情時代創新及轉型業者亦熱絡分享,台北市會議大使黃潔儀認為:「因疫情許多實體MICE活動轉為線上辦理,建議政府開設相關培訓課程,協助業者因應新趨勢」。揆眾展覽事業股份有限公司周孝慶總經理則提出:「針對疫情後的布局,建議產業應思考跨界合作,或是會議、展覽、獎勵旅遊、及活動等會展領域間的相互整合,可創造新商機」。
面對疫情挑戰,業者提出的專業建議,觀傳局及臺北市會展辦公室將作為布局未來會展產業行銷推廣及爭取案源之創新及轉型作法參考,期後疫情吸引會展活動回流、提升會展旅客數量及會展週邊經濟。
 
Focusing on “Transformation and Innovation,”
Taipei City MICE Industry Leaders Map Out Post-Pandemic Business Opportunities 
 
As the global pandemic slowly eases, an “unblocking” was officially announced for the Taiwan MICE industry in June. In order to effectively capture post-pandemic business opportunities, the Taipei City Government Department of Information and Tourism (TPE-DOIT) held a “MICE Industry Leadership Meeting” in the afternoon, July 3. A total of 24 MICE industry leaders from 21 enterprises were invited to attend the event, from businesses involved in exhibition and conference organization and in incentive travel, from MICE-venue hotels, etc. The goal was to use the perspective of industry players as starting point for comprehensive consideration and discussion of MICE industry post-pandemic innovation and transformation.
In her address, Department of Information and Tourism Deputy Commissioner Lee Li-chu stated that “many countries have begun to discuss the concept of establishing ‘travel bubbles’ or ‘travel corridors,’ and the MICE industry must begin targeting international MICE activities with advance preparations. DOIT will continue to utilize digital marketing channels to communicate Taipei’s safe and secure MICE environment in the international marketplace, and compete for events to be held here.” During the period of the outbreak of the global pandemic, DOIT urgently convened industry enterprises to gain understanding of losses and discuss relief measures. Now, with the gradual easing of the pandemic situation, the effort is to target post-pandemic business opportunities.
According to a statistical report released by the Exhibitor Media Group, an internationally renowned MICE media enterprise, MICE industry professionals believe that the three major trends for the future in the MICE industry are: coexisting virtual and physical compound meetings, decreased attendance at physical events, and a reduction in the number of events staged. In addition, if face-to-face meetings are not possible, social media and online seminars will be the most popular alternatives.
Specially invited to share his insights was John Sie, founder and CEO of two of Asia’s event platforms with the greatest number of events and users – Accupass and Huodongxing. Sie posited that because of the Covid-19 pandemic, this may be the first year in an offline to online shift for MICE industry operations. He recommended that relevant industry players should rethink their “promotion model,” “revenue model,” and “interaction model,” and simultaneously expand an all-new “value chain” and range of complementary “collaborative partners.” In addition, he opined that the MICE-event industry must gradually progress from “considering and exploring online activities” and “successful development of online advantages” to “online and offline interactive integration” and then to “construction of all-new value-added scenarios.”
Chairing the meeting and presiding over the exchange of ideas was Jerchin Lee, co-director of the “Taipei City MICE Execution Plan” and TAITRA Director. The greatest concern of the industry professionals was when Taiwan’s restrictions are to be lifted, and they called on the central government, while continuing its stellar work in security and epidemic prevention, to speed up the opening of the country’s borders. They also enthusiastically shared their ideas on innovation and transformation for the post-pandemic era. Taipei City MICE Ambassador Kitty Wong stated that: “Because of the pandemic situation, many physical MICE activities have been shifted online. I recommend that the government open relevant training courses, to assist the industry in responding to new trends.” Victor Chou, the general manager of Kuei Jung Exhibition Co., Ltd., proposed that: “In terms of post-pandemic positioning, to create new business opportunities I suggest that our industry must consider cross-border cooperation, or the integration of meetings/conferences, exhibitions, incentive travel, and other events.”           
Facing the challenge of the pandemic situation, and building on the professional advice provided by these industry leaders, on the road ahead DOIT and the Taipei MICE Office will serve as a fountainhead for mapping out the innovation and transformation required for MICE industry marketing promotion and bid competition, attracting the return of MICE activities in the post-pandemic period, increasing the number of MICE visitors and revitalizing the MICE-environs economy.

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臺北市會展領袖會議觀傳局李麗珠副局長(前排左三)與Accupass謝耀輝執行長(前排左二)及與會業者大合照
Group photo at Taipei City MICE Industry Leadership Meeting, with Department of Information and Tourism Deputy Commissioner Lee Li-chu (front row, third from left), Accupass CEO John Sie (front row, second from left), and other enterprise leaders.
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圖2
Accupas創辦人暨執行長謝耀輝分享後疫情會展產業數位創新及行銷作法
Accupass founder and CEO John Sie shared his views on post-pandemic MICE industry digital innovation and marketing practices.