By Zhang Jiawei

    MACAO, Feb. 14 (Xinhua) -- With bigger facilities, stronger government support and faster growth, Macao has warmed itself up to fight for a share of the international MICE (meeting, incentive, conference and exhibition) market, but experts still saw some problems stand in the way of its further development.

    "Macao will be developed into a city with full facilities catering for convention and exhibition, business, travel, entertainment and leisure in Asia Pacific region," said the Macao Convention and Exhibition Association (MCEA) in a recent research report concerning the industry.

    Projected income generated by convention and exhibition services in the Special Administrative Region (SAR) will amount to368 million patacas (around 46 million U.S. dollars) in 2008 and even reach 1.5 billion patacas (around 188 million U.S. dollars) in 2015, while creating around 2,500 permanent job opportunities by 2010, according to the report.

    As a prove to the industry's bright future, the Las Vegas SandsCorp., a U.S. casino and MICE operator, invested 2.4 billion U.S. dollars to build the Venetian Macao casino resort, which not only houses the world's largest gaming floor, but also brings to the SAR some of the largest and most advanced convention and exhibition facilities in Asia and the world.

    With six adjacent exhibition halls and some 108 meeting rooms, the property can accommodate as many as 50,000 people and 5,000 exhibition booths. Another 27,800 square meters of convention space will enter service as the "Cotai Strip" project, also launched by Sands, completes in the near future.

    "The early success of our MICE operations in Macao is indicative of the changing landscape of Macao and our ability to transform it into a major MICE destination," said Sheldon Adelson, chairman and chief executive officer of Sands, in a previous circumstance, adding the effect of the project will fulfill "the desire of the government to turn Macao into a premier leisure, entertainment, meeting and convention destination."

    By May 2007, just two months ahead of its grand opening, the Venetian Macao has already received commitments from more than 20 tradeshow organizers for 44 events over the coming years, and signed contracts for 20 corporate meetings to be held within its first four months of operation, according to the company.

    Employers in Macao's MICE industry has seen a substantial wage jump of 25 to 30 percent after the opening of Venetian Macao last year, which tops all business sectors in the island city in terms of wage growth, which is a good sign for the development of the industry, said Lam Chuen In, president of Macao Trade and Fair Association.

    However, despite having favorable environment for developing the MICE industry, Macao is still a late starter compared with many other cities in the vicinity, say Hong Kong, that have 20 to 30 years of MICE development experience.

    The local market still lacks detailed orientation and regulation from the government, and convention and meeting events held here were not properly arranged, said Lam, adding that some events of the same themes were held in the same place at short intervals, which was a waste of market resources.

    He proposed that Macao should shape its own brand for a specific segment of the MICE market. "Take Dalian (a city in northeastern China) as an example, the city has built up its reputation as a fashion exhibition center."

    Meanwhile, MCEA also pointed out in its report that to accommodate the development kick-off the SAR government should take "efficient actions", such as setting up specialized government unit for coordination and management, establishing relevant funds, improving city infrastructure, and gaining policy support from the central government.