The New Era of Experiencing and Sharing

The 11th annual Asian MICE Forum (AMF 2016) is themed“The New Era of Experiencing and Sharing”, invites speakers from the world's most important MICE organizations, such as UFI, ICCA and SITE award winners. In addition, MICE experts around the world will join the event to share their thoughts and experiences.


  • 2025 MICE Outlook
  • Inside of Big Data Marketing in MICE
  • Best Practices of Incentive Travel in Asia
  • Legacy of Heineken Experience®
  • Story of Sapporo Snow Festival


  • Managing Director of UFI
  • President of SITE
  • The 25 Most Influential People in Meeting Industry—Experience Design Master
  • Winners of ICCA SITE and UFI Awards
  • Forbes Asia’s Top 50 Woman- Ms. Shenan Chuang
  • Top Leader of Creative Event Marketing in Asia


13:00 - 13:30


13:30 - 13:50

Opening Remarks

  • Representative from TAITRA
  • Representative from Bureau of Foreign Trade, MOEA

13:50 - 15:30

CEO Discussion: The Future of MICE in 2025

Moderator: Mr. Walter Yeh / President / AFECA


  1. Mr. Kai Hattendorf / Managing Director & CEO / UFI PDF下載
  2. Mr. Gregg H. Talley / President & CEO / TALLEY Management Group PDF下載
  3. Mr. Adam Charles / Senior Vice President, Asia Pacific / Freeman XP
  4. Mr. Greg Bogue / Vice President of Experiential Design / Maritz Travel Co.



15:30 - 15:50


15:50 - 16:30

Keynote Speech 1: Is the grass greener on the other side? Challenges and Opportunities in the Cross-Strait Marketing World

Ms. Shenan Chuang / Vice Chairman / Ogilvy & Mather Greater China

16:30 - 18:00

Panel Discussion 1: Gamification in Destination Marketing

Moderator: Mr. Greg Bogue / Vice President of Experiential Design / Maritz Travel Co.


  1. Mr. Yen Chun-Tso / Deputy Mayor / ainan City Government PDF下載
  2. Mr. Hisao Hoshino / Chairman / Sapporo Tourist Association
  3. Mr. Aurélien Charpille / General Director / Chartres Tourist Office PDF下載
  4. Ms. Mary Wan Mering / Acting Chief Executive Officer / Sarawak Tourism Board PDF下載



09:00 - 09:40

Keynote Speech 2: Interactive Marketing— Heineken Experience

Mr. Dirk Lubbers / Managing Director / Heineken Experience PDF下載

09:40 - 10:20

Keynote Speech 3: Case Sharing—2015 ICCA Best PR Award

Ms. Sandra Garcia / Executive Director / Greater Bogotá Convention Bureau PDF下載

10:20 - 10:40


10:40 - 11:11

Taiwan Spirit Session: Vitality of Chin Ai Music

Mr. Zi-Jian Wang / Founder / Chin Ai Music PDF下載

11:10 - 11:50

Keynote Speech 4: Case Sharing—2015 SITE Crystal Award

Mr. Rajeev Kohli / President / SITE
                             / Joint Managing Director / Creative Travel PDF下載

11:50 - 12:30

Keynote Speech 5: Case Sharing—2016 UFI Technology Award

Mr. Aidan Augustin / Co-Founder and President / Feathr  PDF下載

12:30 - 14:00


14:00 - 15:40

Panel Discussion 2: Asian MICE Leader Forum- Asian Power & Opportunities

Moderator: Mr. Walter Yeh / President / AFECA



  1. Datuk Zulkefli Haji Sharif /CEO/MyCEB
  2. Ms. Supawan Teerarat/Vice President/TCEB 
  3. Ms. Marisa D. Nallana/President/ Philippine Exhibits and Themeparks Corporation (PETCO) PDF下載
  4. Mr. Effi Setiabudi/Chair/IECA PDF下載
  5. Ms. Rosalind Ng/Managing Director/Globe International Events Consultancy Pte Ltd PDF下載
  6. Mr. Yasushi Kajiwara/Managing Director/Mesago Messe Frankfurt Corporation
  7. Mr. Daben Mao /Former Executive President/ Sungoal Exhibition and Convention Co., Ltd.



16:00 - 17:40

Panel Discussion 3: Cross Strait Forum on Creative Event Marketing

Moderator: Mr. Eric Chang / Managing Director / OgilvyOne Worldwide


  1. Mr. David Liu / Chairman / Weber Shandwick China
  2. Mr. Yorf Guo / Chief Strategy Officer & Vice President / BlueFocus Digital Marketing Agency, BlueFocus Communications Group PDF下載
  3. Ms. Yi-Chen Yang / Vice General Manager / e21 MagicMedia
  4. Mr. Jerry Hsu / Founder / SmartM



2016 AMF registration can only be paid by electronic transfer directly into the Organizer's bank account. Once all required information is entered and the form successfully mailed to, a confirmation message with electronic transfer account will be sent to the email address you specified (please complete the payment within 3 days) as soon as the registration has been processed.

September 07 - 08 , 2016
Taipei International Convention Center
Registration Fee (for oversea participants): USD$ 300 (approx. NTD$10,000). Includes two-day program, refreshment breaks, and lunchbox on September 8. (Group Rate at USD$200 each person: 3 or more than 3 registrants must be from the same company and registered at the same time.)
Registration Deadline: August 30, 2016
Cancellations will not be refunded. Participants must acquire all necessary travel documents.
To register, modify information, or change participants after completing the registration process, please email or contact +886 2 27255200 ext.3525 Ms. Sherry Yang.


25 Jul

Asian MICE Forum 2016 Charges Ahead International Leaders to Reveal New Trends

As a premier annual mega event of the Asian MICE industry, the Asian MICE Forum (AMF) will once again take place at the Taipei International Convention Center this year. To be held on September 7th and 8th, AMF 2016 is themed “The New Era of Experiencing and Sharing” and will feature representatives from Netherland’s Heineken Experience, Japan’s Sapporo Snow Festival, and the 2015 SITE Crystal Awards—plus many more—and all will share their exceptional marketing innovations and great ideas!


2025 MICE Industry Vision

As a world-recognized networking platform that brings together international MICE leaders, the AMF is entering its 11th year. With its distinguished roster of past and present speakers, the Forum not only introduces new trends, it also enhances information exchange and generates business opportunities for the global MICE industry.


Scheduled for the CEO Discussion entitled “The Future of MICE in 2025” at the upcoming Forum are the following prestigious gurus: Kai Hattendorf, Managing Director & CEO of UFI; Gregg H. Talley, Deputy Chapter Chair of ICCA North America; Adam Charles, Senior Asia Pacific Vice President of Freeman XP; and Greg Bogue, Vice President of Experiential Design at Maritz Travel Co., who was named one of the “25 Most Influential People in the Meetings Industry for 2015.” In addition, winners of the 2016 UFI Technology Award, 2015 SITE Crystal Award, and 2015 ICCA PR Award will deliver messages about big data technology applied to destination marketing and creative event management strategies.


Gamification in Destination Marketing

To give participants insights into new frontiers of the MICE industry, the most up-to-date and pertinent topics have been arranged. Shenan Chuang, Vice Chairman of Ogilvy & Mather Greater China and named one of Forbes Asia’s “Women in the Mix”, will give a keynote speech on “Challenges and Opportunities of Cross-Strait Marketing Between Taiwan and Mainland China”. A special panel discussion entitled “Gamification in Destination Marketing” will cover mega events such as the Yanshui Beehive Fireworks Festival in Tainan, Taiwan, listed as the third largest folk celebration in the world; the Rainforest World Music Festival in Kuching, Sarawak, which is one of Asia’s most popular music events; the regionally famous Sapporo Snow Festival in Japan; and the attractive Chartres Festival of Light in France. Organizers of these world-famous events will speak of their efforts and share insights about destination marketing.


The AMF is organized by Taiwan's Bureau of Foreign Trade, Ministry of Economic Affairs and implemented by the Taiwan External Trade Development Council (TAITRA). People who register prior to August 12th will enjoy an early bird discount. For detailed information and to register, please visit the official website at

21 Jul

AMF Orchestrates New Song of Life in Taiwan’s MICE

Taiwan’s MICE industry has been leading Taiwan’s CSR (Corporate Social Responsibility) trend over recent years. Reflecting the industry’s continuous commitment to social welfare, Da-wei Hsu, Deputy Director General, Bureau of Foreign Trade, Ministry of Economic Affairs (MOEA), together with 25 leaders from MICE organizations such as Taiwan Exhibition & Convention Association (TECA) and Taiwan Convention & Exhibition Association (TCEA), visited and donated to Chin Ai Philharmonic, a school’s musical education program of the remote Cinai Village in Nantou County on July 17th this (2016) year.

Entering its 11th year, Asian MICE Forum (AMF), which is commissioned by MOEA and implemented by Taiwan External Trade Development Council (TAITRA), in the footsteps of last year’s successful rice farmers-supporting program Paddy Field Adoption, for the first time funded Chin Ai Philharmonic in the form of scholarship for member students’ musical learning and participation in competitions.

Since AMF was first held in 2006, Hsu said, the forum has illustrated its role in leading CSR efforts of Taiwan’s MICE industry. He believed that the meaningful scholarship initiative will continue AMF’s effort in increasing the island’s awareness of social welfare and contribute to healthy growth of school children in remote villages. The initiative, he said, will no doubt encourage Taiwan’s MICE corporate groups to conduct themselves in a socially responsible manner and incorporate CSR into their core business strategies.

AMF has been recognized as an annual mega event in Asia with international MICE masters and event management professionals gathering to share latest trends and broadening the region’s vision, Executive Vice President of TAITRA Walter Yeh said. In addition to honorable speakers from abroad, the founder of Chin Ai Philharmonic Tzu-chien Wang will share his personal story of establishing the orchestra in hope that delegates, both local and overseas, pay more attention to child education in remote villages.

Established in 2008, Chin Ai Philharmonic is Taiwan’s first aboriginal string orchestra that is composed purely of school students from aboriginal families in Renai Township’s Cinai Village in Nantou County. Without any financial support, Wang and his wife Pei-wen Chen started the afterschool education program to help students grow musically. After years of perseverance and hard work, the program has grown into a nationwide applauded school orchestra and won a series of awards such as “Nantou County’s Excellence Award” and “2016 Taiwan Music Competition Championship.”

For more information about the story, please contact Lily Su, Deputy Executive Director of Taipei International Convention Center at phone number 02-2725-5200 #3500 or email




國內會展介 認養稻田

  • July 24 , 2016
  • 中時電子報

Mr. Arun Madhok


September 24 , 2016「2015年亞洲會展產業論壇」9/24-25 台北登場