Macau’s ever expanding inventory of hotels and event venues is giving it greater power to attract and support association meetings
Armed with new integrated resorts built with impressive event venues, and with even more coming online in the near future, Macao Trade and Investment Promotion Institute (IPIM) has cast a more serious eye on association meetings with the hope of drawing these major gatherings to fill the destination’s growing capacity for events.
However, Macau is no stranger to the association community. Of 276 business events held in Macau last year, 336 were association meetings. ICCA counted 22 certified association meetings in Macau in 2014 and that number rose to 37 in 2016.
This year, Macau continues to draw major association gatherings, such as the 39th Asia Pacific Dental Congress in May, the Chartered Institute of Logistics and Transport’s International Convention, the FY18 Medtronic Greater China Kick Off Meeting, and the 14th International Conference on Chinese Language Pedagogy – the last three taking place in June.
Despite these achievements, an IPIM spokesperson told TTGassociations that “Macau is still a relatively new destination for large-scale events”.
The spokesperson elaborated: “We have had recent success with large-scale corporate and incentive groups but not so many associations as they are not yet aware of Macau’s capacity to stage such events. We and the industry have been targeting to hold more ICCA (certified) events and with some early successes such as the 39th Asia Pacific Dental Congress.
“This year we are targeting to have more ICCA (certified) events in order to boost Macau’s reputation and credibility as a meetings destination.”
For now, IPIM’s focus is on Asia-Pacific conferences with rotation in the region, as well as international conferences in specific industry sectors such as technology, creative industries, finance, tourism, leisure and hospitality, and education.
IPIM is also establishing an ambassador programme to help identify and support potential local hosts who are bidding for international conferences, as well as to develop regional support within the Pearl River Delta region. But it is here that IPIM has its work cut out for it, as there are not many associations in Macau that are actively engaged with their international counterparts, according to the spokesperson.
“We lack a local host and this will reduce the opportunity to bid for an international convention to be held in Macau,” said the spokesperson.
Also taking into consideration that “the development of associations is still relatively new” in Macau, IPIM has invested in strengthening the support to local entities, including bid support for international conventions and the provision of membership fee support to local associations wanting to join their affiliated regional or international association.
Another obstacle to Macau’s association meeting goals is associations’ reluctance to meet in gaming destinations, a reputation Macau is trying to shake off.
“But with a growing diversity of attractions and new venues with less direct access to gaming areas, Macau is starting to draw the interest of associations,” opined IPIM’s spokesperson.
Daniella Tonetto, general manager of both Sheraton Grand Macao Hotel and The St Regis Macao – properties that have seen good association business coming out of the US and Europe’s healthcare, technology and social services sectors – felt that Macau’s lack of a convention bureau to take the lead in the associations business pursuit as well as the lack of direct flights from target markets are key issues.
“That said, government bodies such as IPIM offer considerable support through their subvention programme, which is continually enhanced to ensure the attractiveness of the destination,” remarked Tonetto.
On the part of the hotels, Tonetto said her team continues to “build our base through sales trips and roadshows to create awareness for the destination”.
“Collaboration” is key for Tonetto, who shared that the two hotels not only work closely with IPIM and Macao Government Tourism Office, but also other hotels that make up Sands Resorts to sell the full complex as a single facility for massive groups.
MCI Macau Office’s business development and event director, Olinto Oliveira, sees a rosy future for Macau’s association business which is spurred by a relatively large number of local associations in Macau and Hong Kong that are active and hold regular small-scale events.
“Large associations, especially those in North America and Europe, are starting to take note of Macau as they search for fresh destinations. Based on the current cycles I’d expect Macau to start welcoming some major association businesses in late-2018 and 2019. The draw for these associations is obvious – the (Macau)government is active in providing incentives, and there are world-class mega resorts that are able to host (the entire event) and deliver a wide spectrum of entertainment all within the electric Cotai strip,” said Oliveira.
“With more venues and offerings, it makes it easier to connect the right product to the right client. Not every association is going to need the 10,000 pax arena but with each new integrated resort having its own personality and unique selling points, we’re able to craft experiences that will truly resonate with delegates in unique ways,” he added.
