On 13 October 2026, Mr. Hou Chuanhong, Executive Director and General Manager of Guangzhou AUGO Culture Communication Co., Ltd. (AUGO MICE), was invited to give a lecture at the Faculty of Hospitality and Tourism Management of Macau University of Science and Technology. Faculty members and students attended the event.
Students Attending the Lecture
As a core manager of AUGO Group South China, Mr. Hou has led teams for national‑level events including the BEYOND International Technology Innovation Expo and the 3rd World Health Expo. Drawing on real‑world cases such as Canton Fair, AirShow China and the 3rd Guangdong‑Hong‑Kong‑Macao Greater Bay Area Stamp Exhibition in Hengqin, he introduced full‑cycle MICE operations and compared academic theories with industry realities, addressing practical challenges of budget, venue constraints, fire‑safety rules and tight construction schedules. He highlighted key gaps between textbook theories and real‑world MICE projects, noting that practical events should prioritize budget constraints, venue limits and regulatory compliance before developing creative designs, instead of pursuing visual effects first. He also outlined core workflows of MICE projects from brief intake, scheme development and factory production to on‑site setup, and shared common practical pitfalls in each phase.
Dr. Xiaonan Li Presented a Souvenir to Mr. Hou Chuanhong
During Q&A, teachers and students discussed MICE implementation in the Greater Bay Area and Hengqin‑Macao region as well as core competencies for MICE professionals. The lecture bridged academia and industry, offering students hands‑on industry insights and broadening their professional horizons.
Mr. Hou Chuanhong Delivers the Keynote Speech
