2022

Asian MICE Forum

Reshape the World of MICE

The annually anticipated Asian MICE Forum will take place on September 6 this year!

Themed Reshape the World of MICE, the 2022 AMF will feature international and domestic MICE experts who will explore the future map of the MICE industry. In addition to methodologies for successfully enhancing event engagement, discussions about MICE megatrends, case sharing of award winners, and the MICE sustainability movement will also be covered during the online event.

Dedicated to benefiting the Asian event industry and expanding its horizon, each year the Forum gathers global MICE leaders to share their successful experiences, drive new industry trends, enable diverse international exchanges, and generate business opportunities for participants. It is anticipated that the 2022 AMF will inspire Asia’s MICE industry and participants from other parts of the world to plan and implement future transformation measures, conveying another new wave of enthusiasm towards the global event industry. 

Date

September 6, 2022 (Tuesday)

Time

10:00-17:00

Theme

Reshape the World of MICE

Join the Event

Online Event, free registration

Asian MICE Forum

Introduction

Now entering its 17th year, the annual Asian MICE Forum (AMF) is an important exchange platform for Taiwan’s MICE industry and much of Asia. The Forum invites world renowned speakers from international associations such as the International Association of Exhibitions and Events (IAEE), International Congress and Convention Association (ICCA), Society for Incentive Travel Excellence (SITE) and The Global Association of Exhibition Industry (UFI) to share the latest MICE insights and to interact with Taiwanese MICE professionals.

2022 AMF’s first panel discussion will be moderated by Mr. Simon Wang, President &CEO of TAITRA, who is also Executive Director of MEET TAIWAN. Three panelists will join him to talk about MICE megatrends and share case studies: Ms. Waikin Wong,  ICCA Regional Director, Asia Pacific, Mr. Veemal Gungadin, VP for Digital & Innovation at SACEOS, and Mrs. Nichapa Yoswee, Senior Vice President of Strategic Marketing and Business Development, Thailand Convention and Exhibition Bureau (TCEB).

Mr. Greg Bogue, Enterprise VP of Brand from Maritz Global Events, will share his point of view in a keynote speech about how to transform events to enhance attendee engagement, and Mr. Guy Bigwood, Managing Director and Chief Changemaker from Global Destination Sustainability Movement (GDS-Movement), will talk about his experiences in making an impact on MICE sustainability.

Finally, Mr. Nick Woodward-Shaw, Vice President of  Forever Living Products, and Mr. Jordi Estruga, Operations Director from Fira Barcelona, will share their award-winning cases.

The 2022 AMF is to be a gathering of global MICE leaders that drives new industry trends, enabling diversified international exchanges and business opportunities for participants.

▲ Asian MICE Forum Photos

September 6, 2022 (Tuesday)

Agenda

10:00-10:10
Opening Remarks
Representative of TAITRA
Representative of Bureau of Foreign Trade, Ministry of Economic Affairs
10:00-10:10
10:10-11:20
Panel Discussion 1
MICE Megatrends and Case Sharing
Moderator
▪ Mr. Simon Wang / President &CEO / TAITRA

Panelists
▪ Ms. Waikin Wong / Regional Director, Asia Pacific / ICCA
▪ Mrs. Nichapa Yoswee / Senior Vice President / Thailand Convention and Exhibition Bureau (TCEB)
▪ Mr. Veemal Gungadin / Vice President, Digital & Innovation / Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS)
10:10-11:20
11:20-12:00
Keynote Speech 1
Engaging Your Event Attendees Through Transformation
▪ Mr. Greg Bogue / Enterprise Vice President, Brand, Experience & Innovation / Maritz Global Events
11:20-12:00
12:00-13:30
Break
12:00-13:30
13:30-14:40
Panel Discussion 2
A Great Return of Incentive Travel
Moderator
▪ Mr. Lin, Hsin-Jen / Deputy Director-General / Tourism Bureau, Ministry of Transportation and Communications

Panelists
▪ Mr. Chuwit Sirivajjakul / Executive Director, East Asia Region / Tourism Authority of Thailand
▪ Representative of Tourism Bureau of Kaohsiung City Government
13:30-14:40
14:40-15:20
Keynote Speech 2
Sustainable MICE: Legacy and Impact
▪ Mr. Guy Bigwood / Managing Director and Chief Changemaker / Global Destination Sustainability Movement (GDS-Movement)
14:40-15:20
15:20-15:40
Break
15:20-15:40
15:40-16:20
Keynote Speech 3
2021 SITE Crystal Award Case Sharing—Best Standalone Virtual Celebratory Event
▪ Mr. Nick Woodward-Shaw / Vice President, Communications / Forever Living Products
15:40-16:20
16:20-17:00
Keynote Speech 4
2021 UFI Operations and Services Award Case Sharing—Digital Transformation:The Role of Operations and Services in Revitalizing the Events Industry
▪ Mr. Jordi Estruga / Operations Director / Fira Barcelona
16:20-17:00
17:00
Closing
17:00

Speakers

Simon Wang

President & CEO / TAITRA

Waikin Wong

Regional Director, Asia Pacific / ICCA

Nichapa Yoswee

Senior Vice President / Thailand Convention and Exhibition Bureau (TCEB)

Veemal Gungadin

Vice President, Digital & Innovation / Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS)

Greg Bogue

Enterprise Vice President, Brand, Experience & Innovation / Maritz Global Events

Lin, Hsin-Jen

Deputy Director-General / Tourism Bureau, Ministry of Transportation and Communications

Chuwit Sirivajjakul

Executive Director, East Asia Region / Tourism Authority of Thailand

Guy Bigwood

Managing Director and Chief Changemaker / Global Destination Sustainability Movement (GDS-Movement)

Nick Woodward-Shaw

Vice President, Communications / Forever Living Products

Jordi Estruga

Operations Director / Fira Barcelona

Sang-Yong Shin

Acting President / Korea Tourism Organization

Chou, Ling-wen

Director / Tourism Bureau of Kaohsiung City Government

Registration

Notice

The 2022 AMF online live stream will be broadcast on both Facebook and YouTube. Another participant option is to join the AMF Facebook group where a recording of the Forum will remain available until October 7.

Due date for online ticket registration is September 6, 2022. In the event of unforeseen circumstances, the organizer may make changes to the agenda without notice.

Organized by

BOFT

Implemented by

Mr. Simon Wang

President & CEO
Taiwan External Trade Development Council (TAITRA)

Short Bio

Simon Wang was born in Taiwan, grew up in Taipei, and thrived at TAITRA. He has worked his way up through the rank and file. He started out as a project manager and then moved up to deputy executive. That was followed by a promotion to the executive director, executive vice president and he eventually rose all the way up to the president & CEO. 

During his tenure at TAITRA, he has studied at Northwestern University in Illinois, USA as well as accepted an assignment to work in Northern Europe. Simon has been exploring business opportunities for Taiwanese enterprises for over 35 years.

As a global trade promoter of high proactivity and great innovation, Simon has enthusiastically accepted the challenges to lead TAITRA teams to win bids for government projects. With his forward thinking in terms of the digital future and his ability to see the big picture, surely he will greatly contribute to elevating Taiwan’s foreign trade promotion.

Ms. Waikin Wong

Regional Director, Asia Pacific / ICCA

Short Bio

Waikin Wong has almost 20 years of experience in meeting industry in Asia Pacific Region, especially in Kuala Lumpur, Hong Kong, Taipei and Shanghai.

Having worked with most major pharmaceutical clients, medical associations both locally and regionally; she is also highly experienced in association management, working closely with key opinion leaders, government division and industry experts.

Waikin has extensive managerial experience in developing effective communication strategies in bidding and conference management and targeted education program for young professionals in meeting industry and associations.

Waikin is currently the Regional Director Asia Pacific for International

Congress and Convention Association (ICCA)

Mrs. Nichapa Yoswee

Senior Vice President / Thailand Convention and Exhibition Bureau (TCEB)

Short Bio

With over three decades of expertise within the business events industry, Nichapa Yoswee  fuels her passion by building successful business models. 

Yoswee combines her strategic foresight and global connections to vigorously seal  foundational work – particularly in the areas of organisational culture and policy-making. 

As a respected woman in leadership, she is a progressive enforcer of equal opportunity and  encourages those she mentors to flourish beyond their current capacity. 

Yoswee’s entrepreneurial spirit remains her sole impetus to develop future-shaping  initiatives in her current role as Senior Vice President at Thailand Convention & Exhibition  Bureau (TCEB). She continues to make significant contributions to the National Strategic  Development Policy and Framework for MICE Industry of Thailand and the Sustainability  Master Plan to position Thailand as Asia’s preferred sustainable MICE destination. 

An advocate in developing intellectual capitals, she established the first MICE Academy in  Thailand and served as the nation’s first Course Board Chairwoman. Furthermore, the  Ministry of Education appointed Yoswee as the President of Vocational Manpower  Development Sub Committee for MICE business to advance career prospects.  

She uplifts industry standards by leading the ideation and implementation of the Thailand  MICE Venue Standard (TMVS) programme. To that end, the programme achieved great  success, and it was adopted across different parts of the ASEAN region.  

She seeds the power of collaboration and proactively ushers Thailand and partnering  destinations onto the path of economic recovery via the redefined concept of the Asia  Convention Alliance.  

Yoswee’s compassion for impactful living and her ethos to give back to the industry know  no bounds. She volunteers her free time to board-level work for global industry associations  like UFI. She also frequently speaks at international events to raise awareness that makes  our world a better place. 

Mr. Veemal Gungadin

Vice President, Digital & Innovation / Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS)

Short Bio

Gungadin graduated from the National University of Singapore in 2003 with a Bachelor in Computing (with merit). He is the founder & CEO of GlobalSign In Pte Ltd (GSI) and also holds the position of VP for Digital & Innovation at SACEOS. 

CEO at GlobalSignIn 

Veemal founded GSI in 2007, architected and coded the very first software platform of the company. GSI is today a leading event tech company in Asia. Veemal remains at the forefront of technology and spearheads the product vision of the company’s core platform, GEVME. As COVID-19 changes the nature of events and marketing forever, more than a software tool, GEVME has transformed into a platform and community to power the next generation virtual & hybrid events. 

Volunteering 

Veemal volunteers his time at SACEOS as the VP of Digital and Innovation, where he drives national level initiatives in Singapore to help enterprises and individuals in the events industry digitally transform themselves to be future ready. Some of the notable initiatives rolled out include: 

  • Launch of World’s First Country-Level WeChat Mini Program targeting Chinese MICE travellers in Singapore (in partnership with Tencent & STB) 
  • OpenSource of predictive analytics code to automate events customer segmentation as part of Open Innovation Platform (in partnership with IMDA & Babel) 
  • Publication of Playbook on Hybrid Events, as part of Industry Resilience Roadmap (in partnership with STB)
  • Launch of SafeEvent Tool, a digital tool that aims to provide economies of scale and reduce costs for venues and event organisers when having to ensure safety compliance at events. This is being rolled out as part of the National Innovation Challenge (in partnership with IMDA, Trakomatic & Viatick). 

Veemal also volunteers his time on other causes such as the Migrant Workers issues, working with the National Volunteer and Philanthropy Centre in Singapore.

Mr. Greg Bogue

Enterprise Vice President, Brand, Experience & Innovation / Maritz Global Events

Short Bio

For more than 30 years, Greg Bogue has been dedicated to creating messages and experiences that move people. As “Chief Experience Architect” for Maritz Global Events, Bogue focuses on improving the guest journey and overall experience in meetings, events and incentive travel programs to create greater impact for both organizations and their guests. The recipient of numerous awards, Bogue most recently was awarded PCMA’s Visionary Awards as Supplier of the Year 2019.  

Lin, Hsin-Jen

Deputy Director - General Tourism Bureau

Short Bio

Education

  • Ph.D. in Business Administration, National Central University, Taiwan (R.O.C.)
  • Master of International Management, Portland State University, United States (U.S.A.)
                             

Experiences

  • Director, East Coast National Scenic Area Administration, Tourism Bureau, M.O.T.C.
  • Director, Taiwan Visitors Association, Singapore Office
  • Director, Taiwan Taoyuan International Airport Tourist Service Center, Tourism Bureau, M.O.T.C.
  • Director, Tourism Representative, Travel Section, Taipei Economic and Cultural Office in Los Angeles
  • Section Chief, International Affairs Division, Tourism Bureau, M.O.T.C.



Mr. Chuwit Sirivajjakul

Executive Director, East Asia Region / Tourism Authority of Thailand

Short Bio

Educational Background: 

  • M.Sc. Master of Science (M.Sc.) International Hotel Management at University of Surrey, UK 

 

Work Position: 

  • Year 2021-Present Executive Director, East Asia Region 
  • Year 2019–2021 Executive Director, Planning Department 

 

Mr. Chuwit Sirivajjakul had graduated a Master Degree in Tourism and International Hotel Management from University of Surrey, UK and also in Rural Development and Project Planning from the Institute of Social Studies (ISS), The Hague, The Netherlands (with Distinction). 

He has firstly joined the Tourism Authority of Thailand since 1993 as Marketing Planning Officer and has gained over 25 years of experience in Tourism Industries. His field of expertise is Tourism Strategic Marketing Planning. He also worked as Director of Tourism Authority of Thailand – Los Angeles office and Shanghai office in 2006 and 2014 accordingly. 

His achievement includes the changes of tourist perception toward Thailand Tourism from cheap destination to quality destination by focusing on improving the quality of tourism product and services and more quality tourists in order to generate higher tourism spend to the country.

Mr. Guy Bigwood

Managing Director and Chief Changemaker / Global Destination Sustainability Movement (GDS-Movement)

Short Bio

For the last 15 years, Guy has been delivering award-winning consulting services focused on helping cities, governments, associations and the hospitality industry step up, scale up and speed up their sustainability programmes and operational practices. 

Guy is a recognised expert on creating sustainable and regenerative destinations, communities and events. He is the founder and Chief Changemaker of the Global Destinations Sustainability Movement; a transformation platform that inspires, educates and enables destinations to become more regenerative, flourishing and resilient places to visit, meet and live in.

Previously Guy was the President of the Green Meeting Industry Council, and from 2006 to 2018 was the Sustainability Director of MCI, the world’s largest association management, communications and events agency. Guy’s pioneering work has been recognised with 22 sustainability awards including the prestigious Events Industry Council Pacesetter Award, the IMEX-EIC Innovation in Sustainability Award, the UNWTO Innovation Award. He is a Fellow of the Institute of Environmental Management and Assessment and teaches Regenerative Leadership at the Esade Business School in Barcelona.

Mr. Nick Woodward-Shaw

Vice President, Communications / Forever Living Products

Short Bio

Forever Living is a privately-owned, global direct selling company with a head office in Arizona, USA. The objective of the organization is to make people look better and feel better with several million business owners sharing their aloe vera based nutritional products and home-based business opportunity.

As Vice President of Communications, Nick heads-up an extended team that manages global marketing activity and events across 150 countries. Nick worked on his first event for Forever Living in 1999 and has since gone on to personally produce many hundreds of events in over 40 Countries around the world; creating complex, award-winning incentives for up to 20,000 people.

Outside of Forever, Nick is a passionate photographer, specializing in landscapes, theatre and concerts, and has been commissioned to shoot well known performers such as Sigur Ros, Sting, Peter Gabriel, The Killers, Muse and The Rolling Stones.

What drives Nick? Creating emotional experiences that make a difference.

Mr. Jordi Estruga

Operations Director / Fira Barcelona

Short Bio

Jordi Estruga is chemical engineer, certified in team and executive coaching, and lecturer in operations in different universities. He started his career in the manufacturing industry in Procter & Gamble. 16 years ago he moved to Fira Barcelona and his current role is Operations Director.

As a musician and open water swimmer, he has developed two skills that have been very handy these past months: the art of improvisation and keeping calm in turbulent waters.

Fira Barcelona is the proud winner of the UFI operations award in 2010, 2012, 2014 and 2021 and the UFI sustainable development award in 2017.

 

Experience

Fira Barcelona

・2021 (Oct.) -To date 

Operations Director

Leading a team of 50 direct reports and >100mm€ budget. Responsible of operations and organiser services for all events (Fira Barcelona owned events and Guest Events).

・2010 (Oct.)-2021 (Oct.) 

Guest Events Operations Director

Leading a team of 30 direct reports and >80mm€ budget. Responsible of operations and organiser services for international exhibitions, congresses, conferences and corporate events. Winner of several UFI Awards: Sustainable development (2017), Operations (2010, 2012, 2014, 2021).

・2006 (Dec.)-2010 (Sept.)

Production and Logistics director

Leading a team of 80 members with 6 direct reports and a budget of 20mm€. Responsible for operations planning for all events. Developing improvement projects (procurement, registration, signage, customer service, sustainability).

Mr. Sang-Yong Shin

Acting President / Korea Tourism Organization

Short Bio

Ms. Chou, Ling-wen

Director / Tourism Bureau of Kaohsiung City Government

Short Bio