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Tourism Administration, M.O.T.C. Republic of China

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Taiwan Shines at IMEX Germany: Showcasing Incentive Travel and Tourism Offerings

Date:113-05-17 Hits:84

The IMEX Frankfurt 2024 (Frankfurt Exhibition for Meetings and Incentive Travel) drew to a successful close on May 16. This year, the "Taiwan Pavilion" was jointly set up by the Tourism Administration of the Ministry of Transportation and Communications (MOTC), the International Trade Administration of the Ministry of Economic Affairs (TITA), and the Taipei City Government. Eight major Taiwanese MICE companies were invited to participate, completing over 100 business negotiations and jointly promoting Taiwan's high-quality MICE and incentive travel environment to develop the European market for incentive travel and conferences in Taiwan.

The flourishing MICE industry not only drives growth in tourism-related industries but also elevates Taiwan's international exposure. The high spending power of business and incentive travelers makes a vital contribution to Taiwan's economy. Prior to the pandemic in 2019, Taiwan's inbound tourism expenditure reached NT$533.873 billion. By the end of 2023, the global tourism industry had recovered to 88% of pre-pandemic levels, and it is expected to fully recover to pre-pandemic levels in 2024. Taiwan's abundant natural attractions, coupled with its skilled MICE professionals, unique venues, and strategic proximity to Asian markets, have attracted numerous international conferences and exhibitions this year. In 2025, Taipei will host the annual meeting of the International Association of Professional Congress Organizers (IAPCO), further solidifying Taiwan's position in the global MICE market.

IMEX Frankfurt 2024 attracted approximately 13,264 attendees, with a total of 64,993 pre-scheduled business appointments completed during the three-day exhibition period. There were 3,400 exhibitors from over 160 countries, and 4,383 buyers from 114 countries. The Taiwan Pavilion featured an ESG green wall and floral decorations, creating a comfortable environment for business negotiations. Six group presentations were held at the pavilion, and over 100 business meetings were completed, mainly in the areas of conference event design and incentive travel planning. The profile of buyers remained similar to pre-pandemic times, with agents being the primary target for negotiations.

During the exhibition, the Taiwan Pavilion also organized various engaging activities, such as calligraphy demonstrations by professional teachers, Taiwanese specialty cocktail presentations, and offerings of Taiwanese delicacies and freshly brewed tea, attracting the attention and participation of many buyers. The Frankfurt Office of the Tourism Administration also introduced government incentive measures to buyers, receiving positive feedback during the three-day exhibition, with many buyers expressing interest in further discussions about organizing meetings and incentive travel in Taiwan.

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Last Updated:113-05-17
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