The New Era of Experiencing and Sharing

The 12th annual Asian MICE Forum (AMF 2017), themed “Innovation Power”, will feature speakers from the world's most important MICE organizations, such as IAEE, Messe Frankfurt , IMEX, and Spikes Asia award winners. In addition, leading MICE experts in technology, destination marketing, and creativity from around the world will join the event to share their thoughts and experiences.


  • Trends Forecast—MICE Leaders Talk
  • Creative Meeting Design
  • Magical Secrets of Las Fallas
  • What’s Next for Asian MICE
  • New Sparkle of MICE Technology


  • Chairperson-Elect of IAEE 2018
  • President & CEO of Messe Frankfurt GmbH
  • IMEX Director of International Relations
  • Co-founder of Mindmeeting
  • Managing Director of J. Walter Thompson Taipei
  • Asia Regional Director of teamLab
  • Asia Pacific General Manager of Accuvally Inc. (ACCUPASS)


09:30 - 10:00


10:00 - 10:20

Opening Remarks

  • Representative from Bureau of Foreign Trade, MOEA
  • Representative from TAITRA
  • Representative from Kaohsiung City Government

10:20 - 12:00

CEO Discussion: Trends Forecast


Mr. Walter M.S. Yeh
            / President & CEO / TAITRA
            / President / AFECA



  1. Mr. Daniel McKinnon / Chairperson-Elect /IAEE PDF下載
  2. Mr. Wolfgang Marzin / President & CEO / Messe Frankfurt GmbH PDF下載
  3. Mr. Tom Hulton / Director of International Relations / IMEX Group PDF下載
  4. Mr. Mike Van der Vijver / Co-founder / Mindmeeting PDF下載

12:00 - 12:30

2017 Taiwan MICE Awards Ceremony

12:30 - 13:30


13:30 - 14:10

Keynote Speech 1: Successful Strategy for Exhibition Marketing

Mr. Wolfgang Marzin / President & CEO / Messe Frankfurt GmbHPDF下載

14:10 - 15:40

Panel Discussion 1: Discovering Festival Secrets


Mr. Daniel McKinnon / Chairperson-Elect / IAEE



  1. Hwacheon Sancheoneo Ice Festival (Korea)
    Mr. Moon-Soon Choi / Mayor / Hwacheon PDF下載
  2. Dontaku Festival (Japan)
    Mr. Hiroshi Yamagata / Executive Director / Fukuoka Convention & Visitor Bureau (FCVB) PDF下載
  3. Las Fallas (Spain)
    Mr. Miguel Ángel Pérez / Sales Promotion Director / Turismo Valencia PDF下載
  4. Neimen Song Jiang Battle Ritual (Taiwan)
    Ms. Tzu-Wen Tseng / Director of Tourism Bureau / Kaohsiung City Government PDF下載


15:40 - 16:00


16:00 - 16:40

Keynote Speech 2: Case Sharing—2015 Spikes Asia Use of Direct Marketing Awards

Mr. Evan Teng / Managing Director / J. Walter Thompson Taipei

16:40 - 17:20

Keynote Speech 3: Wow! Experience True Interactivity

Mr. Takuya Takei / Asia Regional Director / teamLab

17:20 - 18:00

Keynote Speech 4: Creative Meeting Design

Mr. Mike Van der Vijver / Co-founder / Mindmeeting

09:00 - 09:30

Keynote Speech 5: Glory of Taiwan-The Soft Power of Sweets

Mr. Li Che Chen / Global Pastry Chefs Challenge champion

09:30 - 10:50

Panel Discussion 2: What’s Next for Asian MICE


Mr. Walter M.S. Yeh
            / President & CEO / TAITRA
            / President / AFECA



  1. Mr. Talun Theng / President / Thai Exhibition Association (TEA) PDF下載
  2. Mr. Ravinder Sethi / Vice President / Indian Exhibition Industry Association (IEIA) PDF下載
  3. Ms. Janet Tan-Collis / President / Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS)
  4. Dato' Vincent Lim / President / Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) PDF下載
  5. Mr. Kevin Wei / Secretary General / Taiwan Exhibition and Convention Association (TECA) PDF下載

10:50 - 11:10


11:10 - 12:30

Panel Discussion 3: New Sparkle of MICE Technology


Mr. Eric Chang / Managing Director / OgilvyOne Worldwide



  1. Mr. David Francis / Head of Sales APAC / Zappar
  2.  Mr. Stephane Doutriaux / Founder&CEO / Poken PDF下載
  3. Mr. Tony Wan / CEO / 31 Event PDF下載
  4. Mr. Xuebin Gu / Managing Director / Info Salons PDF下載
  5. Mr. Freeza Huang / Asia Pacific General Manager / Accuvally Inc. (ACCUPASS) PDF下載



2017 AMF registration can only be paid by bank account electronic transfer. Once all required information is entered and the registration form successfully emailed to, a confirmation message along with electronic transfer bank account information will be sent to the email address you specified on the form. Please make payment within 3 days of receipt of the confirmation message to complete the AMF registration process.

September 06 - 07 , 2017
Room 304, Kaohsiung Exhibition Center
Registration Fee (for oversea participants): USD$ 300 (approx. NTD$10,000). Includes two-day program, refreshment breaks, and lunchbox on September 6. (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 31, 2017
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.


06 Jul

2017 Asian MICE Forum Advances to Southern Taiwan

The Asian MICE industry's annual mega event—the 2017 Asian MICE Forum—will be held September 6–7 in the Kaohsiung Exhibition Center. Themed “Innovation Power", the Forum will feature global MICE gurus, award winners, creative marketing leaders, and technology experts. To be held for the first time in Kaohsiung, Taiwan's second largest conference city, the harbor metropolis has spared no effort to cultivate its MICE industry to increase awareness of the latest developments and the city’s global visibility as a MICE destination.

Masters Share Future Trends

The Asian MICE Forum, annually commissioned by the Taiwan Bureau of Foreign Trade of the Ministry of Economic Affairs and implemented by the Taiwan External Trade Development Council (TAITRA), has entered its 12th year. This year, Daniel McKinnon, Chairperson-elect of the International Association of Exhibition and Events (IAEE), Wolfgang Marzin, President & CEO of the world exhibition leader Messe Frankfurt GmbH, Tom Hulton, Director of International Relations of the world’s biggest incentive tour organizer IMEX, and Mike Van der Vijver, a prestigious conference design master, will come together to map out the global future of the MICE industry. J. Walter Thompson Taipei's managing director Deng Bowen, one of the masterminds of Lay’s human claw machine advertisement which set off a heated discussion on the internet over recent years, will also share his experience in successfully realizing "marketing whims" to attract consumers.

Festivals, by featuring local natural and cultural resources, are a successfully-proven tool to showcase a city’s charm. To uncover the mystery and fun of destination marketing, this year’s Forum will introduce the Hakata Dontaku Festival, Japan's most popular celebration during their Golden Week; the Festival of Fire in Valencia, which is a world-famous ceremony full of spectacular fires and pyrotechnics; in addition to Kaohsiung’s own unique festival. To familiarize attendees with state-of-the-art technologies, Zappar, an Australian company recognized for its expertise in virtual-reality and augmented-reality technology; Poken, a European MICE technology services company; and Accupass, Taiwan‘s well-known innovative net enterprise will share technology application examples. It is worth mentioning that, in order to closely integrate the MICE industry with Taiwan’s New Southbound Policy, the “What’s Next for Asian MICE” session will have MICE leaders from Southeast Asian countries provide a macro analysis of Asian MICE development to help the industry grasp booming business opportunities.

The 2017 Asian MICE Forum, with illustrious MICE organizations, technology experts, and marketing experts from all over the world to share insights, is a not-to-miss occasion. Not only to learn new trends, but also to network with the global community and explore new opportunities. To enjoy an early-bird discount, register by August 10th on the website at



Mr. Arun Madhok


September 24 , 2017「2015年亞洲會展產業論壇」9/24-25 台北登場