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Integrated Marketing Communication in Tourism Industry

Advertising

HK has succeeded 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 Pacific ' by leading the CEI Asia Magazine industry, the ' Best

Convention & Exhibition Centre ' by TTG and many more. It can organise major exhibitions and conventions

and various minor events at one time.

Sales Promotion

Defined as “communication attached to an incentive”, it can be said that most of the MICE travellers often

choose HK because of the incentives that they gained by visiting that country. The incentives might not be in a

discounted price but an opportunity for them to widen their business. One of the incentives often gained by

most of the MICE traveller is a visa free convenience.

The Visa system can be accessed in Hong Kong inviting foreign visitors based in the city to visit the Guangdong

region – the largest economic area of China – for up to six days (144 hours). Visitors in the group, at least two to

a maximum of 40 people, can go to and stay for a maximum of 144 hours through port entry in Guangzhou,

Shenzhen, Zhuhai, Foshan, Dongguan, ZhongShan, Jiangmen, Zhaoqing, Huizhou and Shantou. Hong Kong's

Easy Visa pol ice also attracted more than 1.7 million mainland Chinese residents to a MICE event in Hong Kong

each year.

Public Relations

HK has aggressively collaborated with other country such as Australia and Taiwan. HK promoting its country

through Australia and Taiwan Ministry of Tourism's website. This is called as a multi-destination marketing.

It can be seen that, HK has successful in promoting its MICE industry and it has been proven where in 2018,

Hong Kong hosted 129 meetings, more than 100 exhibitions, with 2 million overseas overnight MICE visitors.

HK has been recognized as a global trendsetter in business and vacation, HK has gained global recognition as a

major destination for MICE events thus its prove that HK has succeed in its promotion strategy.