Developing a Convention and Event Management Curriculum in Asia: Using Blue Ocean

Strategy and Co-Creation with Industry The growth of the convention and event management industry in Asia is well documented, but few degree programs in field are offered by Asian universities. This void was also recognized by the Tourism Commission of Hong Kong. In fact, while Hong Kong is considered one of the leading destinations for meeting, incentive, convention and event (MICE) business in Asia, until the recent approval of the Bachelor of Science two-year conversion degree at Hong Kong Polytechnic University’s School of Hotel and Tourism Management (SHTM), there was no degree program in the field in the city. This paper will address how the first degree program in this field in Hong Kong was developed. There are established degree programs and/or majors in the field in the United States at a number of universities. So, one approach to developing a new program and its curriculum would be to use the subjects that have already been created elsewhere. However, differences do exist in the nature of the convention and event business between North American and Asia, so simply mirroring the curriculum developed there is not necessarily the best way to proceed in developing a new degree here in Asia. Additionally, in order to create a niche in the market, it i