Unlock success: How Macao and Hengqin take MICE events to the next level

Despite its compact size, the dynamic city of Macao punches well above its weight when it comes to tourism and MICE influence. The city has solidified its position a leading MICE destination in the Greater Bay Area, attracting high-profile conventions and events from the region and the world.

All these didn’t happen by chance. Recognising the pivotal role that MICE plays in economic development, the Macao government has unveiled ambitions to enhance four major industries, spanning big health, modern finance, high technologies, conventions and exhibitions combined with commerce, culture and sports.   

Just next door, on the southern tip of Zhuhai City, lies Hengqin, a five minutes’ ride from Macao's Cotai City. Hengqin has emerged over the past decade emerged as a regional hub for China’s sci-tech R&D, high-end manufacturing, cultural tourism exhibition and trade, and Traditional Chinese Medicine industries, complementing Macao’s strengths in integrated leisure tourism, MICE, and finance.  

Leveraging the respective strengths and resources of both cities, both the Macao Trade and Investment Promotion Institute (IPIM) and the Economic Development Bureau of Hengqin have joined forces to facilitate events of all sizes to achieve successful outcomes through the MICE2 Macao x Hengqin joint promotion platform, positioning the region as a premier destination for MICE events. 

UFI Asia Pacific Conference: Convening great minds through MICE

The recent UFI Asia Pacific Conference, held from 7-8 March 2024, marked a significant milestone for Macao’s MICE sector. The premier event attracted 300 industry leaders and experts in professional exhibition management and organisation from 20 countries and regions, with a strong turnout of 150 attendees from Greater China alone.

Hosted at the cutting-edge Parisian Macao, one of the city’s newest venues boasting 150,000sqm of versatile meeting and exhibition space, the two-day UFI conference – co-located with the inaugural Event Directors Summit held in Asia – showcased Macao’s flexibility and customisability in hosting world-class MICE events.

Beyond the conference sessions, attendees had the opportunity to immerse themselves in Macao’s rich multicultural heritage through curated excursions, sports activities and community tours, experiencing the city’s allure as a dynamic MICE destination firsthand.

Notably, the 2024 UFI Asia Pacific Conference marked the second time Macao has played host to this prestigious event, reflecting UFI’s endorsement of the city’s conducive business environment and world-class MICE infrastructure and expertise.

Recognising Macao’s exceptional MICE coordination capabilities and state-of-the-art facilities, UFI is now actively positioning Macao as its global training hub for MICE professionals.

2024MIECF: Propelling Macao towards a net-zero MICE future

As the global events industry races to embrace sustainability, Macao is emerging as a trailblazer driving the transition towards net-zero emissions. The 2024 Macao International Environmental Co-operation Forum & Exhibition (2024MIECF), held under the theme “Reaching the Dual Carbon Goals through Green Transformation”, showcased Macao’s commitment to decarbonising its thriving MICE sector.

With strong governmental and organisational support, 2024MIECF facilitated over 420 successful business matching sessions, enabling enterprises from Southeast Asia, Portuguese-speaking countries, and the Guangdong-Hong Kong-Macao Greater Bay Area to forge valuable connections. Thanks to IPIM's pre-event business matching services, more than 40 projects were inked, and nine enterprises launched operations in sectors ranging from big health and high-tech to cultural tourism and MICE.

The “Green Smart Industries Exhibition Area” at Cotai Expo emerged as a hub for enterprises to explore cutting-edge green technologies and sustainable supply chain solutions, while over 30 leading experts from around the world shared their insights on environmental topics like ESG (environmental, social and governance), green finance, carbon neutrality, and green transformation.

Extending beyond industry stakeholders, 2024MIECF opened its doors to the public on the final day, inviting residents and visitors to learn about the latest green technologies and discover practical ways to adopt low-carbon lifestyles.

MICE2 Macao x Hengqin: Ease of meeting in a multi-event hub

Through the innovative MICE² Macao x Hengqin joint promotion platform, IPIM and the Economic Development Bureau of Hengqin have embraced the “multi-venue event” concept, enabling event organisers to seamlessly access a diverse array of venues, accommodations, and attractions across both cities.

2024MIECF served as a prime example of this synergistic approach, featuring four “multi-venue events” that attracted 120 participants to engage in various activities across the two destinations. The “Guangdong 144-hour visa-free policy for foreign tour groups from Hong Kong SAR or Macao SAR” facilitated 2024MIECF visitors from Brazil, Cape Verde, and Portugal, among others, to attend a related exchange in Hengqin focused on smart cities and autonomous driving, amplifying the event’s impact beyond Macao’s borders.

As Macao and Hengqin solidify their reputation as a rising MICE powerhouse in Asia, initiatives like the MICE² Macao x Hengqin platform demonstrate its commitment to delivering exceptional experiences for industry professionals worldwide, leveraging the strengths and resources of both destinations to offer immersive and multifaceted experiences.

Inspired to host your event in Macao or Hengqin? Visit MICE² MACAO x HENGQIN, or email [email protected] to learn more.

This article is brought to you by Macao Trade and Investment Promotion Institute.