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2019 Asian MICE Forum: Where MICE experts gather to share creative strategies


The 2019 Asian MICE Forum (AMF) will take place during September 18–19 at the Taipei International Convention Center. This event, which is a major domestic and regional MICE industry event, is now in its 14th year and will continue last year’s Engagingly Experiential theme by exploring how to provide an enjoyable learning experience by incorporating fun and playful elements into an event. With Be Entertained: Make an Event into a Game as the 2019 AMF theme, MICE industry professionals will introduce successful techniques to increase event participation.

CEOs to meet face-to-face, drafting a new blueprint for meetings

For the first day of the forum, a CEO dialogue will be hosted by Walter Yeh, president of the Asian Federation of Exhibition and Convention Associations (AFECA). Mathias Posch, president of the International Association of Professional Congress Organizers (IAPCO), Jurriaen Sleijster, president and chief operating officer of the world's largest conference consulting company—MCI, and Sumate Sudasna, president of Thailand’s Incentive Travel & Conventions Association are invited to talk about the newest trends and future of the MICE industry.

Spain's tomato war sweeping the globe

La Tomatina, which has more than 70 years of history, is one of Spain's three major festivals. Tens of thousands of participants from all over the world turn the streets of Spain into a tomato river when the festival peaks as revelers throw tomatoes at each other. Miguel Sanfeliu, director of the event organizing company called Socarrat, will share how the tomato festival merges urban characteristics with traditional elements to increase the visibility of the city and the event's reputation.

Explore venue technology and venue innovation

Alan Steel, CEO of the Javits Convention Center in New York, will present innovative operation strategies for exhibition venues. In addition to adding more exhibitions and meeting space, the Javits Convention Center's most recent expansion plan included a rooftop pavilion and a rooftop farm that combine business opportunities with sustainable business. The Suntec Singapore Convention & Exhibition Centre won UFI's Digital Innovation Award last year by assisting customers with field investigations involving the introduction of AR (augmented reality) technology, enabling customers to learn more about the venue and see simulations of different events without having to be on site. Business models that incorporate technology trends and experience sharing will lead the MICE industry in breaking away from traditional thinking.

MICE Youth Forum: a new generation of MICE vitality

To promote more interaction among young MICE talent, 2019 AMF will feature a youth forum themed How to Build a Personal Brand and Relationships, which will be paired with games to make a more entertaining interactive experience.

The Asian MICE Forum annually gathers global MICE leaders to share successful experiences and drive new industry trends. Also generated are diverse international exchanges and business opportunities for participants. Registration already began on July 8 and will end on August 31. Register at to enjoy an early-bird discount before August 19.

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