To actively stimulate tourism development, the Macau Government Tourist Office first launched the "Plan to Support Macau Tourism Industry" in May 2009. Under this Plan, the "Strategic MICE Market Stimulation Program" has been well received by the local business tourism industry. Due to its favourable impact, the Macau Government Tourist Office will extend the program from July 1 to December 31 of 2011 to help attract more international MICE (Meeting, Incentive, Convention, Exhibition) events to be held in Macau. In 2010, a total of 1,399 MICE events were held in Macau, an increase of 184 (+15%) compared with 2009. The average duration increased from 2.0 days in 2009 to 2.5 days; while the number of participants and attendees reached 806,135, up by 41% year-on-year. Among these events, 57 exhibitions attracted 656,303 participants and attendees; with average duration extended from 3.1 days to 4.3 days. Meetings & conferences accounted for 1,342, with average duration increased from 2.0 days to 2.4 days, while number of participants totaled 149,832. The "Strategic MICE Market Stimulation Program" that MGTO introduced in May 2009 included three categories: Meetings and Conventions, Exhibitions and Incentives. From May 18 of 2009 to May 6 of 2011, the program has supported a total of 246 events, which included 95 meetings and conventions, 47 exhibitions and 104 incentive travel events with a cumulative 1.1 million participants, involving a financial support of MOP$49.6 million. In addition, 38 upcoming events have enrolled in the program, which include 6 meetings and conventions, 20 exhibitions and 12 incentive travel events with an estimation of 640,000 participants and involving a financial support budget of around MOP$29.5 million. The budget for the program extension from July to December 31 of 2011 is estimated at MOP$27 million.
