Professional Documents
Culture Documents
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providing a combined total of approximately 31.1 million m2 in indoor exhibition
space.
Exhibition Space
No. of Exhibition Halls
Regions (Million m2)
2006 2010 (F) Growth 2006 2010(F) Growth
North America 359 370 3% 7.1 7.7 8%
Europe 465 477 3% 14.3 16.2 13%
Asia 127 143 13% 3.9 4.6 20%
Oceania 16 17 6% 0.3 0.3 6%
Middle East 32 33 3% 0.6 0.9 38%
Africa 25 24 -4% 0.5 0.6 7%
Latin America 38 40 5% 0.9 0.9 4%
Source: UFI; compiled for the present study, 2008/2
As nations around the world are optimistic about MICE industry development,
exhibition space will continue to grow in the years ahead. This is particularly evident
in Asia, where exhibition space is expected to grow to 4.6 million m2 by 2010—a 20%
increase on 2006. UFI points out in its June 2007 report—“The Trade Fair Industry in
Asia - 3rd Edition” —that, spurred by the momentum of production relocation to Asia
from the rest of the world, the Asian MICE industry made over US$2.4 billion in
revenues in 2006. There was a 7.6% growth in the quantity of exhibitions and a 17.4%
growth in available floor space. China, Hong Kong, India, Taiwan, and Thailand
demonstrated the most remarkable growth in both respects.
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Anticipated
No. of Exhibitions Held Total Floor Space Leased (㎡) Revenues
(US$ Million)
Country
Year-on- Year-on-
2006 2005 year 2006 2005 year 2006 %
Difference Difference
China 587 564 4.1% 5,089,000 4,065,000 25.2% 759.8 31.5%
Japan 475 473 0.4% 2,174,000 2,273,000 -4.4% 648.1 26.9%
India 158 128 23.4% 526,000 462,000 13.9% 128.4 5.3%
South Korea 140 139 0.7% 528,000 522,000 1.1% 131.8 5.5%
Hong Kong 82 56 46.4% 776,000 501,000 54.9% 323.4 13.4%
Thailand 69 57 21.1% 381,000 274,000 39.1% 110.7 4.6%
Taiwan 60 58 3.4% 410,000 329,000 24.6% 85.9 3.6%
Singapore 59 52 13.5% 202,000 175,000 15.4% 64.0 2.7%
The Philippines 59 62 -4.8% 114,000 125,000 -8.8% 18.6 0.8%
Malaysia 57 52 9.6% 246,000 166,000 48.2% 70.9 2.9%
Vietnam 56 41 36.6% 109,000 62,000 75.8% 28.3 1.2%
Indonesia 54 56 -3.6% 170,000 192,000 -11.5% 25.5 1.1%
Pakistan 32 17 88.2% 62,000 41,000 51.2% 17.3 0.7%
Total 1,888 1,755 7.6% 10,787,000 9,187,000 17.4% 2,412.7 100%
Source: UFI, Business Strategies Group; compiled for the present study, 2008/2
In terms of international conventions, ICCA statistics show that there were a total
of 5,838 international conventions held in 2006, 555 more than in 2005; Asian
countries are responsible for 17.4% of that total, notably Singapore and Seoul, which
ranked 3rd and 7th in the world in terms of the number of conventions held in 2006.
There have been 1,000 international conventions held in Asia each year since 2004.
While this is still a far cry from the 3,000 conventions annually held in Europe—the
world’s largest MICE industry market—Asia did outperform North America in this
past decade, and a trend seems to be emerging, whereby MICE industry activity is
shifting from Europe and America into Asia.
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International Meeting Rankings by City (2006)
No. of
Ranking City Meetings
1 Vienna 147
2 Paris 130
3 Singapore 127
4 Barcelona 103
5 Berlin 91
6 Budapest 86
7 Seoul 85
8 Prague 82
9 Copenhagen 69
10 Lisbon 69
Source: ICCA, 2007/6
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II. The Status of MICE Industry Development in Taiwan
(Ⅰ) Supply & Demand
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According to the UFI industry report, the Taiwan External Trade Development
Council (TAITRA) is among the top 10 convention organizations in Asia, just behind
the China Foreign Trade Guangzhou Exhibition Corporation, Singapore International
Convention & Exhibition Centre, and Hong Kong Trade Development Council. In
2006, Taiwan ranked 9th in the region for the number of international conventions held
(47), while Taipei ranked 8th among all Asian cities with 29 international conventions
held. ICCA statistics further indicate that in 2006, international conventions in Taiwan
were joined by a total of 33,589 participants, which is a 46.7% increase on the 22,902
participants in 2005. Statistical data disclosed by Taiwan’s Tourism Bureau (TBROC)
indicates that of the 3,716,063 total visitors to Taiwan, 57,800 came for the purpose of
attending meetings and conventions. In the area of international exhibitions, UFI’s
June 2007 data shows that Taiwan ranked 7th in Asia for sponsoring a total of 60
international exhibitions in 2006. Taiwan also ranked 6th in Asia for the total area
leased for exhibitions, which came to 410,000m2, or a 24.6% increase on 2005. With
all these advantages in mind, it is imperative that Taiwan do more to develop unique
local MICE industry features to increase overall global competitiveness for all
domestic industries.
As of the end of 2007, there were a total of six exhibition halls in Taiwan for
regular exhibitions, providing a total of 58,254m2 in available floor space. The TWTC
database also reveals that nearly 100 international exhititions are held annually at the
TWTC exhibition halls in Taipei, its 310-day annual occupancy rate virtually
unsurpassed. In fact, TWTC exhibition halls are very often overbooked. Opened in
March 2008, TWTC Nangang is expected to alleviate this space problem.
The Taiwanese government has invested heavily in the MICE industry. A total
US$680 million was invested into the construction of large-scale exhibition halls
including the TWTC Nangang, TWTC Nangang expansion, and Kaohsiung Exhibition
& Convention Center. Upon the completion of these projects, Taiwan will advance
from 7th to 5th-place in Asia in terms of the amount of available exhibition floor space,
and from 36th to 32nd in the world in terms of the number of international conventions
held.
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Exhibition Halls in Taiwan by 2012 (by Floor Space and Booths)
The MICE industry incorporates a wide range of expertise that can be roughly
divided into three categories, including exhibition facilities, organizers, and peripheral
subcontractors. Putting an international exhibition together requires professionals from
a variety of fields, and those professionals are lead by Professional Convention
Organizers (PCO) and Professional Exhibition Organizers (PEO).
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University Hospita l (NTUH)
International Convention
Center, GIS Convention
Center, National Taiwan
Science Education Center
Professional Convention
Professional Exhibition Organizers (PEO)
Organizers (PCO)
Elite, GIS, K&A, API, International International
Foreign Domestic-sale
WILLY, Intercon , IECMC , Professional Exhibition
Organizers Exhibitions
Round Table, We Plan, Exhibitions Agents
Achieving Professional TAITRA, Taiwan ACE Forum, CMP Asia, Top Link,
Conference Organizer, TCM Textile Chieh Feng, Messe KJE, KTS,
Federation, WES Expo Frankfurt, Chia Yi
Exhibition TEEMA, Taipei Co., KAIGO, SEMI International,
Organizers Computer Golden Seal Economic
Association, Daily News,
TPCA, Taiepi United Daily
Book Fair New, ttnet.net,
Foundation, Trans Electric
PIDA, Chan Co.
Chao Exhibition
Hall, New Era
International Inc.
Notable Public Relations, Decoration, Utilities, and Transportation Firms; Travel Agencies
Peripheral- Foreign Firms Local Firms
Industry Uniplan, Olily Exhibition The Gleaner Inc., Hsing Li An, Sun Pro Int’l Travel Service,
Firms Design, Sta Translation China Economic News Service, SSXC International
Audio-Visual Co., Congress Rental, etc.
Source: Compiled for the present study, 2008/2
The Taiwanese MICE industry has the advantage of having a number of venues
that can accommodate events hosting under 500 participants, including the Taipei
International Convention Center (TICC), GIS Convention Center, TWTC exhibition
halls, and Kaohsiung Business Exhibition Center. In contrast, the gap in the industrial
supply chain is limited space for exhibitions, a problem that the opening of the TWTC
Nangang will help to remedy. The low floor space concentration remains an issue.
Compared with other Asian countries, which have 80,000-100,000m2 of concentrated
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available floor space, the local industry is lacking (TWTC exhibition halls have
approx. 26,000m2, and TWTC Nangang has approx. 45,000m2). Secondly, of the
nearly 100 professional and consumer exhibitions held at the TWTC each year, 20
international shows are hosted by TAITRA—this inability of local PEOs to put on
international exhibitions is another weak point in the industry. The third gap is in
international competitiveness. While other countries invest heavily to attract buyers to
their domestic markets, Taiwanese companies are spurred by the lack of exhibition
space on the island to participate in foreign exhibitions, as the scale of domestic
exhibtions is limited. Fourthly, development is unequal between the northern and
southern parts of the island. Exhibiters like to join exhibitions in Taipei because there
is a lack of proper exhibition space down south.
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In addition, foreign firms CMP Asia, Messe Frankfurt, and SEMI have set up
offices in Taiwan to recruit exhibitors for international exhibitions. Potential industry
suppliers include Uniplan and Olily of Germany, and well as STAR translation.
Uniplan has an outstanding international reputation and 40-years of experience in
display design and construction. Olily is expert at combining innovative construction
and materials with exhibition design to create a practical aesthetic.
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(III) Major Suppliers in Taiwan
The MOEA wants to expand the domestic exhibition market and promote the
international status of the local MICE industry through the integration of private
investments and government resources. They also wish to establish local exhibition
and convention companies that can compete with existing international firms.
In Taiwan, the first and largest private professional exhibition company is Chan
Chao Exhibition. It not only holds foreign and domestic international exhibitions and
conventions, but also publishes an industry magazine. In addition, they are responsible
for promoting world-renowned exhibitions and building digital exhibitions via the
Internet. The next largest, TAITRA, is an organization under the MOEA that promotes
Taiwanese MICE industry growth by holding 20-plus international exhibitions
annually.
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III. Optimum Investment Items for Foreign Investors
(I) Investment Advantages
1. Key Government Support
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2. Expert Taipei Exhibitions Featuring International Competitive Rdge
Take the world-renowned Computex Taipei for instance. Since its inception,
Computex Taipei has expanded by leaps and bounds. Held at the TWTC Nangang this
year, it hosted 1,500 industry heavyweights and lured over 35,000 expert international
buyers and many purchase orders to the island, greatly benefiting the local ICT
industry.
International
2007
Ranking
Exhibition
No. of No. of Foreign No. of Local
Global Asia
Booths Buyers Visitors
Computex Taipei 2,926 33,027 96,624 2 1
Taipei International Machine Tool
2,778 4,180 71,140 6 3
Show (TIMTOS)
Taipei Int'l Auto Parts &
Accessories Show (AMPA) (a joint
exhibition with the Taipei 2,301 4,214 39,197 3 1
International Automobile
Electronics Show)
Taipei International Cycle Show 2,299 3,939 41,710 2 1
Taipei International Electronics
Autumn Show
2,058 4,185 67,318 -- 1
(Renamed the “Taipei International
Electronics Show” in 2008)
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Taipei Int'l Plastics & Rubber
2,028 2,242
Industry Show (Held every other 11,582 -- 3
(2006) (2006)
year)
Taipei International Book 1,831 Approx.
2,009 (2005) -- 1
Exhibition (Professionals) 320,000
TPCA Show 1,612 20,821 -- 2
Taipei Int'l Food Show 1,583 2,992 29,074 -- 2
Taipei International Sporting Goods
1,560 1,943 11,323 -- 2
Show
Source: TAITRA, 2008/2
As the government puts forth its maximum effort for the promotion of the “two
innovations—technological innovation, brand innovation” and “two highs—High
technology-concentration, high added-value” strategies, Taiwan’s industry clusters will
continue to grow more competitive. In both 2007 and 2008, Taiwan was ranked No. 1
in the world by the World Economic Forum (WEF) in terms of industrial cluster
development, making it a role model for the entire world. In addition to brilliant
performance in the hi-tech industry, Taiwan has also successfully developed local
clusters of indigenous cultures, crafts, aesthetics, and other such conventional
industries, including the digital contents and ceramic clusters in Taipei; the CD-ROMs,
automobile, and glass clusters in Hsinchu; the bicycles, precision machinery and
musical instrument clusters in Taichung; socks and bicycle clusters at Changhua; and
TFT-LCD, IC, and sweaters clusters in Tainan.
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“Industry” Providest Momentum to boost MICE Industry Growth in Taiwan
Taiwan is well-known for its highly educated populace, turning out more than
50,000 new masters degree and Ph.D. recipients each year, which is vital to its
information & communications, optoelectronics, semiconductors, and medical care
industries that win local hosting rights for numerous international conventions each
year. In order to facilitate MICE industry personnnel needs, the MOEA Department of
Commerce (DOC) has introduced the “High-caliber Service Professionals and Experts
Accreditation Project” as a means to support the nurturing of such personnel. In
addition to providing education & training programs for such professionals, the DOC
has tried hard to match the right professionals to the right trades, giving MICE
industry human resources the maximum level of upgrading and utilization.
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5. Abundant Cultural and Tourism Resources
Taiwan is located at the hub of the East Asian and Pacific regions, where all
major cities in the Asia-Pacific Region can be reached by air in an average of 2 hours
and 55 minutes. Taipei has the advantage of close proximity to these major cities, and
enjoys excellent access to both domestic and foreign destinations. You can reach 56
major cities worldwide through international routes, and domestic routes are operated
by no less than three airlines. In adddition, since service began on the Taiwan High
Speed Rail in 2007, inter-city travel has become extremely convenient, making a daily
commute between the northern capital of Taipei and the southern city of Kaohsiung
possible.
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(II) Investment Niches and Optimal Investment Items
The race to grasp exhibition related equipment and facilities by leading Asian
countries in recent years has lead to cutthroat industry competition. While Taiwan’s
MICE industry has only existed for a quarter century, it is the proud owner of such
leading brand names as Computex Taipei, TIMTOS, AMPA, Taipei Cycle, Taitronics,
and Taipei Book Exhibition (TIBE). In future, the government will continue to support
the construction of new exhibition halls for an ever stronger MICE industry.
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scenic charms so that the tourism and MICE industries will closely complement each
other for their mutual benefit.
After winning the World Trade Centers Association (WTCA) Best Practice title,
the TICC is hoping to diversify their function from “provider” to “organizer.” Of the
nearly 100 professional and consumers-oriented exhibitions held each year at the
TWTC, over 20 international exhibitions are hosted by TAITRA, as private organizers
in Taiwan tend to lack the competence to sponsor international exhibitions. As
exhibitions in Taiwan are being gradually transformed into a service-oriented industry,
the market stands to profit from know-how from European and American exhibition
companies, as well as from collaboration with government or association for the
immediate development of new exhibitions.
Peripheral industries are the real winners when it comes to local exhibitions and
conventions. In addition to buyers and other visitors, international conventions bring in
tickets and hotel sales, as well as consumer and professional knowledge. In terms of
peripheral support industries, public relations consulting companies, translation firms,
media, decoration, utility services, transportation, and travel agencies all make for
good investments. At present, most Taiwanese enterprises fall into the
small-and-medium enterprises category and there are not many foreign enterprises
involoved in the MICE industry. As MICE in Taiwan is privy to many industry
advantages, such as plentiful high-grade human resources and ithe island’s location at
the heart of the Asia-Pacific region, peripheral industries are expected to thrive
alongisde the MICE industry as it continues to strengthen. In addition, Taiwan’s
information and communications, electronic components, semiconductor, conventional
machinery, and textile industries hold an immutable global position in their respective
industries, and their infinite development potential, in combination with local tourism
resources, makes for perfect conditions for foreign investment in the development of
an international MICE industry.
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IV. Successful Examples of Cross-Border Strategic Alliances and
Foreign Investment in Taiwan
(I) Uniplan (Germany)
Germany is the most successful country in the world in terms of MICE industry
development, and Messe Frankfurt Ltd., with a EUR400 million turnover in 2006, is
the world’s second largest industry company after Hanover-based Duetsche Exhibition
Corporation. Of the 17,000-plus exhibitors in Frankfurt-based exhibitions in 2005,
four of its ten top exhibitor-origin area are in Asia; among them, China ranked 2nd,
India and Taiwan 3rd, and Hong Kong 8th. A key to Messe Frankfurt’s continuous
growth is the revenues earned by its overseas subsidiaries. Messe Frankfurt’s total
turnover in Asia in 2006 was approximately EUR50 million, which accounted for
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nearly half of its total overseas turnover. Its brand names in Asia include
Automechanika, Ambiente, Heimtextil, Interstoff, ISH, Techtextile, Beautyworld,
Light + Building, Musikmesse, Prolight + Sound, and Paperworld.
Since its establishment in 1994, Messe Frankfurt (H.K.) Ltd. Taiwan has been
responsible for attracting Taiwan-based firms to participate in European exhibitions. In
2006, more than 1,000 Taiwanese companies participated in exhibitions in Frankfurt.
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V. Industry Investment Incentives
In view of its global development poential, the Executive Yuan has
designated the MICE industry as a focal point in the “Challenge 2008 National
Development Plan,” and approved the “MICE Industry Development Project” on
July 8th, 2004. The “Executive Yuan Tourism Development & Promotion Committee
MICE Task Force” was established in November 2004, and is currently working on
integrating government resources.
Year.month Highlights
2002.05 The Executive Yuan highlighted the MICE industry as a focus for its “Challenge
2008 National Development Projects.”
2004.07 The Executive Yuan approved the “MICE Industry Development Project” as a key
project for national development, to be implemented during 2005~2008.
2004.11 The “Executive Yuan Tourism Development & Promotion Committee MICE Task
Force” was established for the coordination and integration of agency resources.
2004.11 As a part of the “Guidelines and Action Projects for Service Development,” the
government made the “ MICE Industry Development Project” a flagship project for
tourism, sports, and recreational services.
2006.05 A single service-window was established for the “MOEA MICE Industry
Development Promotion Task Force” to establish MICE industry operating
mechanisms.
2007 The MOEA plans approximately US$18 million in investments for MICE promotions
~2008 and marketing. An estimated 30,000 local firms are expected to benefit from this
plan, which will attract 800,000 visitors to domestic exhibitions and 22,000 foreign
buyers to do business in Taiwan, thus creating a trade throughput of up to US$1.6
billion, with US$123 million in fringe benefits for peripheral industries.
2008~ Scheduled to begin construction in November 2008, the Kaohsiung Exhibition &
Convention Center is expected to commence operation in 2011.
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Build up TWTC Nangang as a second-generation exhibition facility.
Source: Organized for the present study, 2008/2
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Government Industrial Investment Incentives
Item Preference Contacts
Tax ※Statute for Promoting Private Public Construction Commission,
Participation in Public Construction Executive Yuan
http://ppp.pcc.gov.tw/pcc_site
E-mail: bot@pcc.gov.tw
Tel: +886-(0)2-8789-7500
※Regulations Governing Application of Taxation Agency, Ministry of
Profit-seeking Enterprise Income Tax finance, R.O.C.
Exemption to Private Institutions http://www.dot.gov.tw
Participating in Public Construction E-mail: b0@mail.mof.gov.tw
Projects Tel: +886-(0)2-23228421
Subsidy ※Principles Governing Subsidies for MICE Program Office, DOC
Meetings and Exhibitions Held in http://www.meettaiwan.com
Taiwan E-mail: mpo@meettaiwan.tw
Tel: +886-(0)2-2392-0788#106
※Commercial R&D Incentive Scheme Department of Commerce, MOEA
http://gcis.nat.gov.tw
E-mail: docmail@moea.gov.tw
Tel: +886-(0)2-412-1166
※Principles Governing Trade Expansion Bureau of Foreign Trade, MOEA
Subsidies http://cweb.trade.gov.tw
E-mail: boft@trade.gov.tw
Tel: +886-(0)2-2351-0271
※Regulations Governing Tax Tourism Bureau, R.O.C. (Taiwan)
Deductions for International Tourism http://www.taiwan.net.tw
Promotions Related Investments by E-mail: tbroc@tbroc.gov.tw
Tourism Industry Firms in Tel: +886-(0)2-2349-1500
Conjunction with Government Policy
※Guidance Measures for International
Tourism Promotions and Marketing
Efforts on the Part of Private
Organizations and Profit-seeking
Enterprise
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※Implementation Rules for Research, Development and
International Convention Related Evaluation Commission,
Incentives in Kaohsiung City Kaohsiung City Government
http://rdec.kcg.gov.tw
E-mail: kcgrdec@kcg.gov.tw
Tel: +886-(0)7-331-3942
Personnel ※International Experts Recruitment Department of Investment
Training Services, MOEA
http://hirecruit.nat.gov.tw
E-mail: hirecruit@taitra.org.tw
Tel: +886-(0)2-2370-9687
※Military Training Service Application Military Training Project Office
http://rondi.mnd.gov.tw
E-mail:mndsys@iii.org.tw
Tel:+886-2-2736-8088#3414
※R&D Substitute Service R & D Substitute Service Program
Office, Ministry of t he Interior
http://rdss.nca.gov.tw
E-mail: rdss@mail.nca.gov.tw
Tel: +886-(0)2-2736-6066#206
※Meeting and Convention Service Taiwan External Trade
Personnel Nurturing and Certification Development Council
Plan http://mice.iti.org.tw
※Meeting and Convention Service E-mail: stcheng@taitra.org.tw
Professional Certification Exam Tel: +886-(0)2-27255200#2570
Entry ※Operational Procedures for the MICE Program Office, DOC
Mechanism Mechanism Allowing Flexible Entry http://www.meettaiwan.com
by Foreign Nationals (Including PRC E-mail: mpo@meettaiwan.tw
Nationals) Participating in Tel: +886-(0)2-2392-0788
International Conventions in Taiwan
Source: Compiled for the present study, 2007/12
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VI. Industry-Academia Collaboration in Taiwan
The MOEA planned to invest approximately US$18 million into MICE
industry promotions and marketing in 2007 and 2008, with the aims to implement
12 related measure such as providing impetus for industry development in central
and southern Taiwan, the nurturing and certification of meeting and exhibition
professionals, as well as the stimulation of export trade growth to further elevate
Taiwan’s international standing with reference to the MICE industry. An estimated
30,000 local firms are expected to benefit from this plan, which will attract some
800,000 visitors to domestic exhibitions and 22,000 foreign buyers to do business in
Taiwan, thus creating a trade throughput of up to US$1.6 billion, with US$123 million
in fringe benefits for peripheral industries.
Institution Website
Council for Economic Planning and Development www.cepd.gov.tw
Department of Commerce gcis.nat.gov.tw
Department of Investment Services www.dois.moea.gov.tw
Bureau of Foreign Trade www.trade.gov.tw
Meeting Exhibitions Events Travel www.meettaiwan.com
Tourism Bureau www.taiwan.net.tw
Research, Development and Evaluation Commission, rdec.kcg.gov.tw
Kaohsiung City Government
Taiwan External Trade Development Council www.taiwantrade.com.tw
Taipei Exhibition & Convention Association www.texco.org.tw
Taiwan Convention & Exhibition Association www.taiwanconvention.org.tw
I-Lan International Convention & Exhibitions Association www.icea.org.tw
Tainan Convention & Exhibition Development Association www.tceda.org.tw
Kaoshiung Convention & Exhibition Association www.kcea.org.tw
China Productivity Center cpc.tw
Taiwan Institute of Econonic Research www.tier.org.tw
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Source: Compiled for the present study, 2007/12
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