ZHUHAI, China, Aug. 01, 2025 — The Chinese-language edition of the UFI-VMS education program recently took place for the first time in the Guangdong-Macao In-Depth Co-operation Zone in Hengqin (the “Co-operation Zone”) from July 23 to 25. This initiative was co-organised by the Global Association of the Exhibition Industry (UFI) and the Venue Management Association (VMA), jointly hosted by the Macao Convention & Exhibition Association, and supported by the Commerce and Investment Promotion Institute (IPIM) of the Macao Special Administrative Region and the Economic Development Bureau of the Co-operation Zone. Serving as a key part of UFI’s educational collaboration efforts in the Greater Bay Area (GBA), the course drew industry professionals, including enterprise managers and venue operators from Guangdong, Hong Kong SAR, and Macao SAR.

Innovative Courses Address Talent Shortages

This program represents a significant advancement in fostering the integration of the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry between Macao and Hengqin. Over 20 professionals from the GBA successfully earned the UFI-VMS certificate, thereby developing and expanding a pool of specialized talent crucial for the sustainable growth of the Macao-Hengqin MICE sector.

The Commerce and Investment Promotion Institute (IPIM) of the Macao Special Administrative Region stated, “While previous courses were conducted in Macao with participants from both Macao and Hengqin, this program departs from that model by being hosted directly in Hengqin. Furthermore, it meets the increasing demand among practitioners for multilingual training, thereby facilitating resource sharing and leveraging complementary strengths between the two regions.”

A representative from the Macao Convention & Exhibition Association added that in response to the demand for Chinese-language courses in the Mainland market, “Hengqin was chosen as the primary location for the Chinese-language edition of the program to better serve the GBA and reach professionals who prefer Chinese. Although the content mirrors the English version, it places a greater emphasis on venue management practices within the Chinese Mainland context.”

Regional Cooperation Boosts Macao-Hengqin Integration

Designed to meet the GBA’s talent requirements, this program covered essential knowledge systems such as risk management methodologies, human resource allocation principles, and event operations planning standards. This effectively enhanced participants’ overall abilities in coordination, resource allocation, and marketing.

Participants demonstrated particular interest in the application of technologies in venue construction. Additionally, the innovative Chinese-language courses bolstered participants’ confidence in strengthening client engagement skills. According to an Association representative, these professionals will form the core of future Macao-Hengqin branded MICE initiatives, providing crucial talent support for the joint development of the “Multi-venue Events” model. It is also noteworthy that this program is part of a larger initiative of 22 MICE training programs delivered this year, which include seven professional certified programs conducted in collaboration with international exhibition institutions, aiming to broaden practitioners’ global perspectives and fulfill the evolving needs of the GBA’s MICE industry.

Strategic Collaboration Sets International Standards

By harnessing UFI’s global network and Macao’s extensive MICE resources, this program has strengthened the strategic position of the Macao-Hengqin MICE sector. It has also prepared the groundwork for introducing more international courses and establishing a future training framework based on “international standards + local demand.” The development of this cultivation system, which combines international certification with local requirements, will effectively remove barriers to bilingual certification and foster a sustainable talent pipeline.

As the program progresses, deeper collaboration between Macao and Hengqin is anticipated in areas such as joint standard-setting for MICE management and mutual recognition of professional qualifications, which will further unlock the potential of the “Multi-venue Event” model.

Source: The Guangdong-Macao In-Depth Co-operation Zone in Hengqin

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