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THE PACIFIC Asia Travel Association (PATA) announced the launch of an innovative capacity building program for the Asia-Pacific tourism sector. Titled “Macao MICE Forward: Innovate, Sustain, Excel – Smart Solutions Training for Sustainable MICE,” the program is a collaboration with MGM and is being held this week in Macau, China.
In response to the challenges posed by the COVID-19 pandemic, PATA has been at the forefront of developing and launching a range of resources, tools and capacity building programs 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 industry’s ever-changing landscape, include the Tourism Destination Resilience (TDR) program for destinations, the Finance and Digital Skills program for tourism SMEs, and the Informal Workers program.
Recognizing 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 specifically tailored to this important industry. As a major contributor to the visitor economy, MICE continues to evolve.
Recent trends such as the growing adoption of digital technologies and hybrid event models, as well as the increasing demand for sustainable event management practices, are reshaping the sector. Advances in artificial intelligence (AI) and technology are also creating new opportunities for destinations to thrive in this competitive market.
According to PATA CEO Noor Ahmad Hamid, the shift in the MICE industry highlights the need for greater flexibility and innovation to meet the evolving expectations of delegates by being digitally ready and market-driven.
“Macau’s ability to drive diversification and highlight its unique culture, heritage and wealth of attractions is well suited to provide the best experience for MICE travelers. In this regard, PATA is proud to partner with MGM to support the positive transformation of Macau’s MICE tourism towards a more sustainable and innovative future,” said Noor Ahmad Hamid.
As a global hub for business events, Macau, China attracts international professionals, fostering knowledge exchange and business opportunities. The influx of high-spending business travelers supports local industries, including hospitality, retail and restaurants, while enhancing the city’s global reputation. MICE tourism plays a vital role in promoting sustainable economic growth, creating jobs and reinforcing the city’s status as a leading destination for international events in the Asia-Pacific region.
Meanwhile, Iwan Dietschi, Senior Vice President of Hospitality of MGM, said that as a Macau-rooted company, MGM is committed to providing guests with innovative and world-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 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 Macau continues to excel as a premier destination for international business events, contributing to the city’s sustainable economic growth and global connectivity,” he affirmed.
PATA and MGM will conduct a comprehensive two-and-a-half-day capacity building program for local MICE stakeholders in Macau from 24 to 26 September 2024. [sources/photo special]
