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Film Series about Taiwan's MICE Industry Highlights New Industry Vision


To enhance the international brand image and strengthen the global competitiveness of Taiwan’s MICE industry, the Bureau of Foreign Trade (BOFT) under the Ministry of Economic Affairs (MOEA) commissioned the Taiwan External Trade Development Council (TAITRA) to implement a "Taiwan's MICE Industry Pilot Program (MEET TAIWAN)". In 2014, the program team produced four promotional films that highlight Taiwan’s professional and diversified MICE environment. In addition to being broadcast at domestic and overseas MICE events and venues, these films have also been uploaded to popular audio-visual and social media platforms such as YouTube, Twitter, and Youku for public broadcast.


To date, the Taiwan's MICE Industry Pilot Program has facilitated the participation of more than 170,000 international MICE professionals in Taiwan MICE activities. The Program has also assisted in the creation of many business opportunities, calculated to value as much as NT$19.1 billion, pointing out the fact that Taiwan’s MICE market has earned a great deal of recognition around the world. To further enhance Taiwan’s image as an important destination for hosting MICE events in Asia and to attract more international MICE activities to Taiwan, domestic MICE experts were interviewed to determine the best ways to serve the needs of the industry. Based on these discussions, the team produced four promotional films, which are "The Brief of Taiwan MICE", "International Conference", "Corporate Meeting and Incentive Travel", and "Exhibition". They were filmed during major Taiwan exhibitions such as Taipei Cycle, COMPUTEX Taipei, and PV Taiwan, and the international buyers were interviewed for the films in order to demonstrate the advantages and strengths of holding exhibitions in Taiwan. Filming also occurred at other major venues and convention centers, incentive tourism activities, popular sightseeing spots, industry clusters, renowned hotels and restaurants, and transportation facilities in Taiwan. These films are intended to equip Taiwanese MICE companies with effective tools to compete for business opportunities when they go overseas and take part in bidding for international conferences.


Developed to support MEET TAIWAN, the four films were produced in traditional and simplified Chinese, as well as English. "The Brief of Taiwan MICE" was based upon the core theme of "Taiwan, the Place to Meet" as it promotes the integral MICE image of Taiwan. The 4-minute film skillfully covers four individual aspects: Meeting, Incentive Travel, Conference, and Exhibition. Along with the famous sights and outstanding gourmet food to be found in Taiwan, localized elements of culture and arts as well as the professional and diversified MICE environment in Taiwan have been portrayed as the focus of communication in the film.


Two of the films, "International Conference" and "Incentive Travel", reflect the micro-film method of shooting, which, through the story’s arrangement, has helped to bring out the advantages of Taiwan as a favorable MICE destination. “International Conference” depicts a Taiwanese professional conference organizer bidding for the opportunity to host conferences in Taiwan, which features the advantage of holding conferences in the city and which would appeal to the judges’ vision. As for "Corporate Meeting and Incentive Travel", this film invites professionals who have held corporate meetings and benefited from incentive travel in Taiwan to share their related experiences. The film "Exhibition" focuses on demonstrating the advantages of holding exhibitions in Taiwan, which include its favorable geographic location, convenient traffic network, international-standard venues, international well-noted industry clusters, and government support.


While Asian countries are fully gearing up to develop their MICE industries by emphasizing diversity and charm, new construction in their cities, and sightseeing and travel opportunities, the MICE industry of Taiwan has also been making excellent progress with government support, and is aggressively marching towards the international arena. Now is the time to publicize Taiwan to the world. With these four films, the Taiwan's MICE Industry Pilot Program team hopes to showcase the Taiwan MICE brand and enhance the perception of MEET TAIWAN to help Taiwanese MICE companies as they use these films to bid for international conferences and for reference in their promotions.


For all versions of promotional films, interested parties can visit the official MEET TAIWAN channel on YouTube, (www.youtube.com/user/meettaiwan), or click on the following links to view the individual films:

The Brief of Taiwan MICE: https://www.youtube.com/watch?v=V6vxZE5Xb4E

International Conference: https://www.youtube.com/watch?v=_xVHeMNfSaw

Exhibition: https://www.youtube.com/watch?v=NXvV0gQ-RJQ

Incentive Travel: https://www.youtube.com/watch?v=vEd38U0kQAc
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Implemented by the Taiwan External Trade Development Council (TAITRA)
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