PATA and MGM Team Up for MICE Programme in Macao

PATA and MGM Set to Transform Macao's MICE Industry

The Pacific Asia Travel Association (PATA) has announced the introduction of a capacity-building programme for the Asia Pacific tourism industry. The "Macao MICE Forward: Innovate, Sustain, Excel - Smart Solutions Training for Sustainable MICE" program, a collaboration with MGM, will launch next week in Macao, China.

As a means of assisting the tourist sector in Asia Pacific, PATA has been at the forefront of creating and implementing a range of tools, resources, and capacity-building initiatives in response to the COVID-19 epidemic. These programs, which include the Tourism Destination Resilience (TDR) program for destinations, the Finance and Digital Skills program for tourism SMEs, and the Informal Workers Program, offer the means to proactively prepare for future challenges in the sector's constantly evolving landscape.

Acknowledging the critical role of the Meetings, Incentives, Conferences and Exhibitions (MICE) sector in propelling social and economic development, PATA is currently concentrating on capacity-building programs designed with this essential industry in mind. MICE is a growing sector of the tourism economy that is always changing. The event management industry is transforming due to several current trends, including the increased use of digital technology and hybrid event models and the growing need for sustainable practices. Technological and artificial intelligence (AI) advancements also open new avenues for locations to prosper in this cutthroat industry.

"The shift in the MICE industry highlights the need for greater flexibility and innovation to meet evolving delegates' expectations, with digital readiness and being market-driven," remarked PATA CEO Noor Ahmad Hamid. "Macao's ability to drive diversifications and highlight its unique culture, heritage, and abundance of attractions is well suited to offer the best experience for MICE travellers. In this respect, PATA is proud to collaborate with MGM to support the positive transformation of Macao’s MICE tourism towards a more sustainable and innovative future."

Macao, China, is a global centre for business events that draws experts worldwide, promoting information sharing and commercial prospects. The influx of well-to-do business travellers boosts the city's reputation internationally and supports regional businesses, including dining, shopping, and accommodation. MICE tourism is essential for fostering job creation, sustained economic growth, and enhancing the city's standing as one of the Asia Pacific region's top locations for international events.

Iwan Dietschi, Senior Vice President of Hospitality of MGM, said, “As a company rooted in Macao, MGM is committed to providing guests with innovative and best-in-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 the 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 Macao continues to excel as a premier destination for international business events, contributing to the city’s sustainable economic growth and global connectivity.”

On September 24–26, 2024, PATA and MGM will offer a thorough two-and-a-half-day capacity-building event in Macao, China, focusing on local MICE stakeholders. The program highlights important marketing strategies and technology and artificial intelligence use in the MICE sector on the first day. In his keynote address, Mr. Hamid will share his knowledge and views regarding modern best practices and the changing MICE industry. The creator of Digitalmind Events, a Spanish event management agency, Ms. Sina Bünte, will lead a session covering digital marketing tactics, artificial intelligence in MICE, and the newest technological solutions for event management.

The second day's focus will be MICE Operational Sustainability, where participants will examine eco-friendly event management techniques and showcase effective case studies. Standards, certifications, compliance, and other critical instruments for aiding sustainability in the MICE sector will also be presented. Ms. Adeline Larroque, the founder of Ennov-Solutions, a French firm specialising in sustainable events, will lead this session.

Mr Hamid, Ms Bünte, and Ms Larroque will conduct a special session on the topic of "The Future of International Hospitality and Tourism: Emerging Trends, Technologies, and Practices" on the last day of the program. This has been carefully chosen to help MGM staff members and students studying tourism and events. To better equip our industry and aspiring industry professionals for the opportunities and challenges of the future, MGM actively supports nearby educational institutions and contributes expertise. It is widely anticipated that there will be a panel discussion on the critical competencies for aspiring tourism professionals and how technology is changing the travel and tourism sector.

With the goal of addressing the current demands and issues faced by Macao's MICE sector, this training program will provide local stakeholders with vital information and skills.