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Subject: International Elite Forum: Ass...
Content: In order to enhance exhibition organizers understanding in the applications of new technology and th...

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International Elite Forum: Assisting MICE Industry in Digital Transformation

Source:Bureau of Foreign Trade, Ministry of Economic Affairs
Revise Date:2021-07-27

In order to enhance exhibition organizers' understanding in the applications of new technology and the integration of virtual reality for exhibitions, the Bureau of Foreign Trade (BOFT) recently held the "Taiwan International Exhibition Elite Forum." MICE Professionals from the UK, France, and Italy were invited to explain the latest global trends and inspire technological innovation in Taiwan's MICE industry.

Director General Kiang of the BOFT remarks that the integration of virtual and physical MICE activities has become the new normal in the global response to the pandemic as emerging technologies gain in popularity. Although 18 trade shows in Taiwan were cancelled due to the COVID-19 pandemic last year, the BOFT took the lead by launching the "Virtual Exhibition Platform," which is provided to Taiwan's exhibition organizers for free. Exhibition organizers can construct fully functional virtual exhibitions in a short span of time, enabling industries to overcome limitations presented by the pandemic, while continuing to expand into global markets. The BOFT is also actively developing user-friendly and customized digital exhibition solutions by using big data, AIoT, and AR/VR to make Taiwan the leading country in digital transformation of the MICE industry.

The forum was designed to cater to the needs of exhibition organizers, with topics focusing on the theme of digitalization. Explori, a professional events agency from the UK, described its research on the effectiveness of digital applications and encouraged exhibition organizers to take the customer-centric approach when utilizing digital technology in order to optimize user-experience. The BolognaFiere Cosmoprof discussed a case study on "Cosmoprof Worldwide Bologna" and shared its experience on implementing a business matchmaking platform, organizing online beauty training seminars, and carrying out comprehensive global marketing to provide an innovative business model for virtual exhibitions. Lastly, the Global Association of the Exhibition Industry (UFI) analyzed the post-pandemic trends of the global MICE industry and remarked that business events will be the essential strategic tool in driving economic recovery and renewal. According to an UFI report, there will be a push towards hybrid events with more digital elements involved in the future formats of exhibitions and PEOs in Taiwan are encouraged to advance towards digital transformation.

The forum successfully garnered more than 500 people attending online, including government representatives, members of industrial associations, professional exhibition organizers (PEOs), and academic and research organizations. To further accelerate development of the MICE industry in Taiwan, the BOFT will continue to assist organizers in developing digital resilience and acquiring business opportunities.


BOFT Spokesperson:
Deputy Director General GJ Lee
Tel: 02-2397-7109, 02-2397-7198

Contact Person:
Section Chief Sheng-Hsun Hsu
Tel: 02-2397-7324

Published Date:2021-07-27