EUROMIC’s Asia Roadshow 2026 marks a strategic step by the destination management company association to raise its brand profile in the region and strengthen direct engagement with MICE buyers, according to the boss of Destination China DMC who led the recent three-city event.
In addition to euromic’s brand-building in the region, the roadshow came about amid growing concerns from DMCs about the return on investment from traditional B2B trade show participation.
Euromic member Gunther Homerlein, co-founder and general manager of Destination China DMC, told MIX: “As a brand euromic needs to be present in Asia with boots on the ground. While social media is useful, clients still want to meet people, talk about options and discuss possibilities.”
Building a brand is always challenging, but euromic has started well. But as Lao Tzi said (often attributed to Confucius): ‘The journey of a thousand miles starts with a single step.’”
The Southeast Asia Roadshow brought together 14 euromic “inspirational DMCs” representing destinations in Europe, Africa and Asia to meet local incentive and meetings buyers in Hong Kong, Kuala Lumpur and Singapore.
Participating destinations included seven from Europe, five for Africa and two in Asia, with members including Gastaldi Global DMC (Italy), CTI – Compass Tours Incoming (Germany), Delta Amsterdam (Netherlands), Portugal Travel Team and Spanish Heritage DMC.
More… Singapore’s Xperience DMC joins euromic
The roadshow opened in Hong Kong at Madame Fu café in the Tai Kwun heritage centre with table-top buyer meetings hosted by euromic in partnership with regional organiser GlobalConneX.
In Kuala Lumpur and Singapore, the structure was broadened to include educational sessions alongside structured buyer-supplier meetings and networking events, according to content shared on LinkedIN. Seminars focused on destination capabilities, incentive design trends, negotiation skills and DMC best practices, followed by networking. Singapore-based Xperience DMC acted as a host partner for the Southeast Asia portion of the roadshow.
Euromic described the roadshow initiative as a way to strengthen links with Asia-based incentive planners, promote destination expertise and on-the-ground delivery capability, and reinforce its collective, non-profit association model.
Expertise… Better negotiation skills for DMCs
Homerlein highlighted euromic’s ownership structure as a factor that would appeal to Asian buyers. “Because euromic has a very strong network and coverage, it is a good starting point when decisions on destinations are being made,” he said.
“Another key strength of euromic is that it’s an enabler in Asia over, say the US, in that the companies are all owner-managed and/or family owned. This resonates in Asia, which is a much more family orientated culture.”
Main image… Euromic members and business partners in celebratory mood as the roadshow draws to a close in Singapore. Pictures: LinkedIN
