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Hangzhou’s MICE industry shines at CIBTM

During the exhibition, the Hangzhou exhibition area was the focus of a great deal of attention, as the ten companies that made up the exhibit's team conducted over 500 one-to-one negotiations and signed letters of intent with over 40 buyers.

BEIJING – The 12th CIBTM, a premier professional meetings, incentives and business travel exhibition in China, was held at the China National Convention Center in Beijing on August 23-24, 2017. Business Events Hangzhou, together with ten award-winning MICE companies including hotels, conference service providers and travel agencies, were present at the CIBTM. During the exhibition, the Hangzhou exhibition area was the focus of a great deal of attention, as the ten companies that made up the exhibit’s team conducted over 500 one-to-one negotiations and signed letters of intent with over 40 buyers.
The Hangzhou booth consisted of two concentric circles which, when combined with the MICE Hangzhou logo, conveyed the spirit of the brand. The concentric circles were meant to symbolize “being of one mind” with the implied meaning that Hangzhou’s MICE professionals joined hands with their peers from around the world in promoting the development of the MICE industry.
At the exhibition, Business Events Hangzhou also hosted an interactive coloring event, inviting exhibitors, buyers and visitors to pick up the brush and paint how they envisioned the city of Hangzhou in their mind.
A new round of overseas promotional events set to increase awareness of the brand
In addition to attending conferences and exhibitions in China and abroad, Hangzhou plans to launch a series of promotional events in the second half of 2017 – Hangzhou MICE Selection and MICE in the Landscape: Global Conference Developers Discover New Opportunities in Hangzhou. The MICE in the Landscape event will be held in close partnership with the International Congress and Convention Association (ICCA). Backed by ICCA’s extensive global professional conference organizer (PCO) member base, the event will invite the world’s top 20 MICE city PCOs to experience the distinctive resources on offer in Hangzhou. In addition to the local event in Hangzhou, a companion event will be set up in Paris, France for the first time and a real-time video connection will instantaneously transmit the impressions of the PCOs visiting Hangzhou to selected target audiences. Paris was the number one MICE destination in the world during 2016, according to data released by ICCA.
Hangzhou is fast emerging as a new international convention destination
Since the brand MICE Hangzhou was launched last year, Hangzhou’s MICE industry has experienced rapid development and attracted attention from around the world, establishing Hangzhou as an international MICE destination. In recent years, Hangzhou’s MICE industry has significantly increased its presence. Three editions of the Conference and Incentive Travel Industry Fair helped to build a high-quality platform for the display of the city’s MICE resources and the promotion of MICE destinations. The city hosted 918 conferences resulting in 547 million yuan in associated revenue, organized more than 220 delegations of MICE companies which participated in 28 professional MICE events in China and abroad, creating a broader marketing platform for companies, and invited over 20 delegations totaling more than 700 professional purchasers who visited Hangzhou and got an exposure to its extensive MICE resources.
While the 12th CIBTM has come to a successful conclusion, Hangzhou’s MICE industry expects to maintain the strong momentum that has been generated as a result of the event. The current period, defined by two important events, one that has already taken place, the G20 Summit, and one that will take place, the pre-Asian Games, provides a new opportunity for the development of the city’s MICE industry. Since its inception, the stakeholders in Hangzhou’s MICE brand have accumulated quite a bit of experience, giving them a broad perspective on how to better explore the untapped value of its products as well as how to enhance the city’s services, allowing the world to rediscover the charm of Hangzhou, recognize the value of the industry and create unlimited possibilities.
Photo caption: Jointly creating a new vision for Hangzhou’s MICE industry

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Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.