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Integrated Marketing Communication in Tourism Industry

MICE Industry is a

largest contribution

Integrated Marketing to the tourism

Communication in business as most of

the travellers are

Tourism Industry not just travelling

for a vacation but

By Zulaikha binti Ab Rahman they also travel for

business purposes.

TOURISM BUSINESS (MICE INDUSTRY)

MICE is the acronym of Meeting, Incentives, Conventions and Exhibition. MICE Industry is a largest contribution

to the tourism business as most of the travellers are not just travelling for a vacation but they also travel for

business purposes. Thus, its make this industry as one of the contributor of economic growth. Despite of

knowledge transfer in MICE, it’s also encouraging visitor spending either in the venue, shopping centre etc. and

its also key factor of trade and investment for one country with another country.

PROMOTIONAL TOOLS USED BY MICE INDUSTRY (USING HONG KONG AS A CASE STUDY)

Advertising Hong Kong (HK) has succeed in promoting its MICE industry through various channel either through

online or conventional methods or via event organized. There are three (3) leading venues in HK that often be a

preferred MICE venues and aggressively promoted by MEHK, there are Kai Tai Cruise Terminal, Asia World-

Expo and Convention and Exhibition Centre (HKCEC). HKCEC was awarded a variety of prestigious titles,

including 'Best Convention and Exhibition Centre in Asia Choosing Hong Kong HK (as a case study of success

MICE business. Hong Kong, officially known as the Hong Kong Special Administrative Region of the People's

Republic of China, is located in southeast Asia along the Pacific coastline. Below are promotional tools use by

Meeting and Exhibitions Hong Kong (MEHK) that drive it’s to succeed in this field.

image courtesy: Crello.com