TAIPEI, TAIWAN — Under the “MICE Industry Development Program” spearheaded by the International Trade Administration (TITA), Taiwan’s hardware landscape has seen a rapid transformation. With the grand openings of ICC Tainan (2022) and the Taoyuan Convention Center (2024), followed by the soft opening of the Taichung International Exhibition Center in late 2025, a comprehensive “MICE Corridor” is taking shape, linking major hubs from Taipei to Kaohsiung.

 

However, as the hardware reaches world-class standards, a critical question remains: how can Taiwan maximize the strategic impact of these venues?

 

Jason Yeh, CEO of GIS Group, argues that international conferences must be viewed through the lens of city marketing and national strategy. “Government thinking should transcend basic metrics like headcounts and local consumption,” Yeh states. “We must elevate our perspective to a diplomatic level, considering how a city—or a nation—can enter the global spotlight, foster understanding, and build international trust through these gatherings.”

 

Yeh’s journey mirrors the evolution of Taiwan’s MICE sector. Founded in 1991 as a consultancy for peripheral services like simultaneous interpretation, GIS Group expanded into venue management in 2003. Today, the group operates several key locations, including the Nangang Bottle Cap Factory and ICC Tainan. For Yeh, this is a mission to revitalize urban assets: “Many spaces are underutilized. We aim to breathe life into these assets by driving professional traffic through high-level meetings.”

 

Beyond Economics: The Strategic Value of “Being Present”
Yeh points to Davos, Switzerland, as the gold standard of how a conference can define a city’s brand. He notes that while the MICE industry’s direct GDP contribution may not rival the tech sector, its role in “soft power” diplomacy is irreplaceable.

 

“When The Economist labeled Taiwan ‘the most dangerous place on earth’ in 2021, verbal clarifications only go so far,” Yeh explains. “The most persuasive strategy is to invite global leaders to hold their meetings here. Seeing Taiwan’s safety, openness, and efficiency firsthand is more convincing than any slogan.”

 

He cites the frequent visits of tech titans like Jensen Huang and Lisa Su as powerful signals of trust. “Their willingness to come shows they need Taiwan and, more importantly, they trust Taiwan.” Yeh further suggests inviting global figures—such as former German Chancellor Angela Merkel—to speak in Taiwan, using the conference format to provide the world with a deeper, more nuanced understanding of the nation.

 

The Blind Spot: Moving from “Host” to “Participant”
With over 30 years of experience, Yeh observes that Taiwan’s biggest challenge isn’t a lack of hardware, but a lack of “discourse power.”

 

“Taiwanese professionals are excellent hosts; we work incredibly hard to ensure every logistical detail is perfect,” Yeh says. “But we must move beyond being just service providers. We need to actively participate in the conversations, express our viewpoints, and secure our voice on the international stage.”

 

He notes that traditional education often discourages public dissent, leading to a tendency for silence in international forums. “We must proactively claim our right to speak. Only then will the world truly hear us.”

 

The Future: Knowledge-Driven City Marketing
Ultimately, mature city marketing returns to “content.” High-quality content attracts top-tier speakers, who in turn attract influential attendees and sponsors. Yeh believes Taiwan’s democratic and diverse society is the perfect incubator for this “knowledge economy.”

 

“The MICE industry should be treated as a strategic sector,” Yeh emphasizes. “It requires a brand-led strategy, not just a productivity-driven mindset.” In an era of heightened geopolitical competition, international conferences are more than just events—they are Taiwan’s vital communication channels to the world.

 
 

News link：https://www.ettoday.net/news/20251201/3075093.htm