The latest instalment of IT&CM China focused on the Future of MICE in China, offering an incisive look at the increasing self-autonomy of Chinese associations. Held on March 23-24, 2017, at the Shanghai Convention & Exhibition Center of International Sourcing, the event’s growing international exposure saw a 20 percent jump in the number of buyers that stretched across 38 geographical markets.
The event, which attracted over 3,000 business event professionals and 720 exhibitors, got off to an early start this year with a first ever pre-show tour to Istanbul, two city tours around Shanghai and a post-show tour to Hangzhou. Maintaining the show’s optimal mix of 80 percent Chinese and 20 percent international buyers, organisers revealed that requests for branding networking functions have more than doubled this year.
Education continued to play a key role with 11 educational presentations including Campfire Knowledge Sessions and Association Days Forum that delivered relevant content to participants. Panels of experts shared their experiences in deliberative sessions on how to sustain the growth momentum of China’s MICE industry, and the new challenges and opportunities. CTW China also introduced a new mentorship programme designed to connect delegates with industry experts, to build relationships and networks that are expected to extend beyond the event. Mentors from Apple, Siemens, Lenovo and Adidas worked with groups of delegates in structured socialisation activities that were built into their programmes.
The event this year featured 288 new and returning exhibiting destinations, corporate brands and organisations, with their sights set on the Chinese market. Many of the exhibitors Biz Events Asia spoke to were pleased with the portfolio of buyers and networking opportunities, and were returning to the show for the third or fourth time. The show also welcomed a good mix of new bureaux and corporates including Air China, Dusit International, Tourism Fiji, Monaco Government Tourist Bureau Asia, VisitScotland, Shenzhen Airlines and South Africa National Convention Bureau.
Over the two days, over 14,000 business appointments were scheduled using an improved match-making formula to increase the return on engagement for attendees. The high number of qualified buyers participating this year benefited from the appointment-scheduling system that allows both exhibitors and buyers to arrange up to 100 percent of all appointments prior to the show, promising a high probability of achieving a perfect match and closing deals.
Lulu Shen, Digital Marketing Manager of Millennium Hotels and Resorts commented, “The pre-appointment system is most rewarding to us as we get to see the buyers and not only to meet with old clients, but also able to connect with the clients that we were not able to get in touch with.”
For the first time, the show was co-located with CTW China, positioning the event as China’s Only Doublebill Event In MICE and Corporate Travel. Accommodating CTW China, the expanded exhibition space created a more inclusive environment and added value for the IT&CM exhibitors to reach out to the Corporate Travel market.
IT&CM China returns next year on March 20 – 22, 2018, to review The Future of MICE in China and the many impending changes would have been put to the test.
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