Essay --

Introduction The report aims to explore the issue about Hong Kong Lantau Island to be promoted as a MICE destination. The background, effectiveness and the suggestion of the program are going to be evaluated and state in the following paragraphs. Background Meetings and Exhibitions Hong Kong (MEHK) The Hong Kong Tourism Board (HKTB) established Meetings and Exhibitions Hong Kong (MEHK) in November 2008 for promotion work in order to continue strengthening Hong Kong's position as the premier destination for meetings, incentives, conventions and exhibitions in Asia Pacific. Moreover, MEHK offers professional support and customized services for the MICE sector including business building, advisory services and marketing support. Moreover, it develops value-added hospitality programs and services for MICE organizers and participants. In order to promote the island as a one-stop MICE destination, HKTB has teamed up with a number of MICE and travel trade partners on a new initiative named â€Å"Lantau Experience: An Inspirational MICE Destination†, which features a range of promotional activities since 2010. Promote Lantau Island as a MICE destination – Three pronged strategy To achieve the idea of developing Lantau Island as MICE destination, MEHK has mapped out the three pronged strategy for the plan. First tactic is to leverage local trade partners as well as raise awareness of Lantau Island’s MICE advantages such as MICE facilities. Also, to enhance promotions of Lantau by holding a series of major international MICE trade shows in AsiaWorld Expo, which is one of main MICE venue in Hong Kong. Second, MEHK has planned to host familiarization trips for overseas MICE organizers by packaging Lantau’s MICE facilities and services, aims to a... ...HK can seize the opportunity to promote Lantau Island to the MICE industries. Because two of the new themes, heritage and arts & culture, are the advantages own by the Lantau. Therefore, the MEHK can promote the Lantau as a MICE destination and tourism spots without taking extra trouble. Besides, the focused target visitors are mainly come from long haul markets, hence the global distribution channel for promotion is necessary, for example, the global television channels, travel and business magazines. Conclusion To sum up, the MEHK can develop Lantau Island as a one-stop MICE destination with unique heritage and cultural of Hong Kong. Therefore, to target the potential MICE visitors who come from long haul markets and also repeat visitors. Since the advantage of Lantau Island can target the specific visitors, the promotion will become more effective and efficient.