News & Press

MEET TAIWAN's Transformed Training Project—MICE Salon—Cultivates a New Generation of MICE Professionals


In April of 2023, as a response to the global labor shortage and changes in the MICE industry following the pandemic, the MEET TAIWAN program, organized by the Bureau of Foreign Trade under the Ministry of Economic Affairs of Taiwan and executed by the Taiwan External Trade Development Council (TAITRA), launched an MICE talent training project that aims to cultivate new talent for the MICE industry, focusing on innovation and professionalism. Both the first and second sessions of the project's course were fully booked.  For 2023, let's explore the new updates and attractions of this revamped MICE talent training project, now call MICE Salon.

MEET TAIWAN places great emphasis on the cultivation of MICE talents. Development of young professionals and the transfer of experience are vital aspects of MEET TAIWAN's training efforts. MICE Salon focuses on digital technology, sustainable MICE, MICE marketing, and MICE design. Monthly courses are scheduled, as well as online instructional short videos and MICE talent matchmaking expos to provide a more systematic learning platform for the young generation of MICE professionals. These initiatives aim to bridge the gap between the industry and emerging talents, offering opportunities for them to become aware of and keep up with industry trends.

The concept of MICE Salon was derived from the salons that were popular in 17th and 18th-century France. The original meaning referred to gatherings that promote mutual exchange and self-improvement in a pleasant environment. The MICE Salon series of courses embraces the salon spirit. In addition to the curriculum, the Salon serves as an ideal platform for communication and learning among MICE professionals and those interested in entering the MICE field. It provides an opportunity for networking and enhancing communication skills while fostering a sense of community within the MICE industry.

The newly designed MICE Salon logo embodies the concept of career path and a shining future. The color purple represents professionalism, fuchsia conveys a sense of vibrancy, and gold symbolizes charm. Together, they reflect the essence of MICE Salon as a project that enhances professionalism while being dynamic and captivating. The letters MICE are initials for meetings, incentives, conferences, and exhibitions. The two triangular shapes represent two individuals engaged in communication and dialogue, with the white space between them symbolizing a pathway to reach the shining star above. Overall, the logo epitomizes the journey of participants as they embark on a top-notch career path after undergoing professional training, making their future shine even brighter.

MICE Salon logo

The first session took place on April 27 with great fanfare. Ultra Combos Interactive Design Co., Ltd., known for their expertise in integrating software, hardware, aesthetics, and technology to design digital experiences, was invited to lead the session. They guided the participants through the process of how to leverage popular digital technologies by combining immersive experiences and innovative entertainment with exhibitions. The event was packed with attendees, and the interaction was lively.

You might also be interested in…


TITA leads digital transformation of the MICE industry and achieves fruitful results

To promote digital transformation of the MICE industry, the International Trade Administration (TITA) under the Ministry of Economic Affairs (MOEA) has promoted the "EXPO-TECH Digital Exhibition Pilot Project" and conducted demonstrations at the Taiwan Hardware Show and Kaohsiung Food Show in October this year. By demonstrating a variety of digital exhibition solutions, it has helped professional exhibition organizers (PEO) move towards digitalization and green transformation.This year, TITA has expanded its cooperation with domestic technological companies by introducing new forms of digital exhibition technology to events, which has provided participants with a new exhibition experience. For example, utilizing low-carbon and low-power full color e-paper technology to create an "Energy-efficient Digital Poster", and implementing reusable "electronic identification cards" and "digital exhibit tags" to foster green exhibition transformation.In addition, through the "XR Interactive Experience Zone" at the Kaohsiung Food Show, visitors were able to appreciate the sustainable management philosophy of the Kaohsiung Yungan Fishermen's Association from the production site to the table, which gained high recognition from partners. These 2 exhibitions presented 6 exhibition technologies that achieved fruitful results and induced many MICE industry PEOs to anticipate more business opportunities in the future.