While ASEAN has been extensively marketed as
a single destination for leisure travel, the same cannot be said for MICE,
prompting buyers to call for more visible efforts from governments and stronger
public-private partnerships to make that a reality.
This is especially when ASEAN already has
what it takes to reach the ideal of a single MICE destination, including good
air connectivity and the rise of new destinations within the region, they said.
Twin-country itineraries are especially
relevant to the longhaul MICE market as travellers want to maximise their time
in South-east Asia, said Susan Soong, assistant general manager of Borneo
Destination Management.
“Combined destinations can be arranged for
meetings and incentives of between 50 and 100 people. (We can) organise the
meeting in one destination and a post tour in another.”
Increasing intra-region links have opened up
opportunities for DMCs to spotlight emerging countries like Cambodia and
Vietnam in multi-country incentive programmes.
“Since Turkish Airlines opened services from
Istanbul to Hanoi and Phnom Penh a year ago, there has been growing interest in
these destinations,” said Murat Ayar, general manager of Travel Dreams, Turkey.
“For new destinations like Cambodia and
Vietnam, combining both countries is more attractive and make clients’ trips
worthwhile,” said Ayar.
Unlike Thailand, whose competitive prices and
diverse attractions make it a strong mono destination for his corporate
clients, Cambodia and Vietnam need to be combined to attract participants, he
said.
Taufiq Rahman, chief executive of Journey
Plus, Bangladesh, has also witnessed a growing interest from clients for new
ASEAN destinations for corporate meetings and incentives.
“Thailand, Malaysia, Singapore and Indonesia
have been (top destinations) for us, but Vietnam, Cambodia and Laos are new
windows (of opportunities).”
To promote ASEAN as a single MICE
destination, buyers urged governments to lend greater support to DMCs.
Association events can also be leveraged to
promote ASEAN MICE, according to Andang Prasmiko, business development manager
of PACTO Convex.
“The main event can take place in one
destination, while the post tours, technical visits, etc, can be conducted in
other countries in the region.”
What is needed is better coordination between
the involved associations and the local governments, although profit sharing
poses a challenge.
“Splitting
an (association) event means having to balance the value of the whole event
(across the host countries),” acknowledged Andang.
-TTG Asia.