News & Press

Expo-Tech Features Digital Technology for Domestic MICE Events

2023/11/24

When new technologies such as AI, glasses-free 3D, VR, and XR are applied to exhibitions, what astonishing results can be expected? The Expo-Tech Digital Exhibition Pilot Project launched by the Taiwan International Trade Administration (TITA) of the Ministry of Economic Affairs (MOEA) has the answer as a developer of creative solutions using these technologies. Practical experiments conducted at two international exhibitions have garnered the attention of MICE professionals.


The COVID-19 pandemic caused a dramatic upheaval in the global exhibition and convention industry. In 2019, the MICE industry in Taiwan reached a value of NT$48.2 billion. Foreigners attending exhibitions, conferences, incentive travel, and other events in Taiwan generated an economic benefit of NT$35.66 billion. Since the pandemic, the industry's value in 2022 had only recovered to NT$22 billion. Nonetheless, the post-pandemic global MICE industry has been accelerating its recovery starting in 2023. With active international exchanges, MICE events are taking place in Taiwan, bringing vitality and energy back to the industry.


The global pandemic forced a rapid advancement in digitalization, prompting the MICE industry to actively integrate both online and offline elements. This resulted in the launch of online exhibitions and video-based procurement and negotiation meetings to maximize opportunities in the zero-contact business environment.


As the governing authority overseeing the development of Taiwan's MICE industry, the Taiwan International Trade Administration of the MOEA launched its Expo-Tech Digital Exhibition Pilot Project to help industry players navigate the trend towards digitalization. The Project received the Industry Partners Award from the Global Association of the Exhibition Industry (UFI) for the year 2023. The key to its success and international recognition lies in its collaboration with partners in the MICE ecosystem to jointly drive the industry's transformation and upgrade.


Faced with challenges posed by the pandemic, MICE industry professionals are actively exploring digital exhibition technologies to showcase diverse facets of the industry. TITA's Expo-Tech Project is leading industry towards digital transformation and green transformation, paving the way for a smarter and more sustainable future.


The Expo-Tech Project recently introduced six digital solutions, which were tested during the Taiwan Hardware Show and Kaohsiung International Food Show in October this year. These solutions are: a Glasses-Free 3D Interactive Experience that integrated AI pose recognition technology and XR immersive technology, an XR Panoramic Factory that combined 360-degree panoramic imagery with panoramic display screens, electronic paper that reduced disposable promotional materials, Web-VR Technology that supported simultaneous online exhibition browsing and interaction for multiple users, a Visitor Resume and Check-in Assistance System that allowed attendees to self-check-in and access entry passes, and Mobile Guided Exhibition Services which provide guidance for exhibition booth routes. These innovations attracted significant interest from industry professionals, providing hope for more opportunities to collaborate and increase implementation in the future.


These six solutions were developed with a focus on enhancing the interactive experience for exhibition attendees. Various factors were taken into consideration, including people (attendees and exhibitors), products (exhibition items), and venues (exhibition halls). Moreover, the project brings together TITA, international exhibition venues, exhibition organizers, and several technology giants, to jointly create digital exhibition service solutions that showcase smart venues and creative virtual-to-real interactions. The goal is to achieve technological advancement in the MICE industry and the industrialization of expo technologies.


Source: Business Weekly

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