(TITC) – The ASEAN MICE Venue Standards (AMVS) provides a comprehensive description of the assessment process, the parties responsible for managing and conducting such process as well as the benefits that MICE venues can expect to receive when they have been successfully certified as AMVS. It also aims to equip assessors with the knowledge and skills in making accurate assessments of MICE venues as well as the systematic implementation and management of the AMVS.
MICE or Meeting, Incentive, Convention and Exhibition is one of the growing sectors in ASEAN Countries. The ASEAN Tourism Strategic Plan 2016-2025 stated in its vision category as By 2025, ASEAN will be a quality tourism destination offering a unique, diverse ASEAN experience, and will be committed to responsible, sustainable, inclusive and balanced tourism development, so as to contribute significantly to the socioeconomic well-being of ASEAN people.
The impact of MICE is more than the number of visitors or the amount of spending by these visitors in ASEAN countries. These visitors are known to be high spenders as well as spending more before and/or after the MICE activities. By average, they also stay at a destination longer than many other types of visitors. MICE visitors therefore contribute to significant growth of tourism and relevant sectors as well as the revenue of the country.
By introducing ASEAN MICE Venue Standards, this will allow all member states to have guidelines to make their property competitive and are able to join hands in providing quality MICE venues to the visitors, making ASEAN a competitive MICE region.
The 3 ASEAN MICE Venue Standards (AMVS) are
1. Physical Setting (32 indicators)
2. Technology (10 indicators) and
3. Service (13 indicators).
There are altogether 55 indicators and these indicators aim to focus on the standards of a meeting venue within a hotel setting.
ASEAN MICE Venue Standards cover 3 categories, namely (1) Meeting/Conference Venue or Room (2) Exhibition Venue, and (3) Event Venue. The standards cover the Meeting/Conference Venue within a Hotel or Resort Setting. The standards include 3 key criteria namely 1. Physical Setting 2. Technology and 3. Service.
The AMVS assessment is a key component in identifying potential MICE venues that qualify for the ASEAN MICE Venue Standards. There are 3 steps.
STEP 1: Awareness Programme & Screening Process Before implementing the certification programme, the government tourism organisation will organise seminars, forum, meeting, etc. to create awareness and inform MICE venues about AMVS. The National Assessment Committee will then conduct a screening process to identify MICE venues that qualify for certification based on the AMVS.
STEP 2: Assessment Assessment will be carried out by the National Assessment Committee. On-site inspections, document reviews and interviews will be conducted during the assessment. Assessments are based on the AMVS and the date of assessment will be made known to the MICE venue operators beforehand. The National Assessment Committee shall finish an assessment report which will include a list of successful MICE venue operators for certification and submit to the Government Tourism Organisation at the national level.
The duration of step 1 and 2 should be not more than 3-4 weeks or as the case may be.
STEP 3: Approval The Government Tourism Organisation at the national level will present the assessment report and list of successful MICE venues at the ASEAN Member States (AMS) meeting for approval. Once endorsed, the ASEAN Member States will issue the ASEAN MICE Venue Standards certificate and plaque to the successful MICE venues.
In order to receive the AMVS, MICE venues must score at least 75% of the full score. In other words, this refers to 75% of 165 marks (55 major criteria x 3 marks of full score of each major criteria).
The proposed validity period for the AMVS is 3 years. Certified MICE venues will be reassessed every 3 years to renew their certificates. This will enable the government tourism organisation to update and monitor the performance of certified MICE venues to ensure that they maintain their quality and standard as specified in AMVS.
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