Nikolaos Svoch, CIMX Director at Messe Berlin’s China subsidiary, explained the rationale behind the event in a press release, stating, “China is a massive MICE demand market and a destination with the capacity to attract and host international events, making it an attractive location that combines both supply and demand.” The plan is to develop the event into a platform that identifies diverse MICE needs among local Chinese companies, associations, and academic societies, while also supporting overseas countries, cities, and related companies in entering the Chinese market.
The event will feature approximately 150 organizations and companies—including exhibition and convention centers, hotels, and technology and service firms—from 18 countries and regions, including China, Asia, Europe, the Middle East, and Africa. Within China, participants include Beijing, Tianjin, Hainan, and Shanghai’s Lingang area. From overseas, tourism boards and convention and visitors bureaus (CVBs)—including the Singapore Tourism Board, the Malaysia Convention and Exhibition Bureau, Dubai Business Events, the Abu Dhabi Convention and Exhibition Bureau, the Qatar Tourism Authority, and the Spanish Tourism Board—will be listed as exhibitors and will conduct on-site business consultations.
Some 350 invited buyers—including representatives from domestic Chinese academic societies and associations, corporate meeting and incentive travel managers, and specialized travel agencies—will also conduct one-on-one business consultations with participating companies. Additionally, approximately 5,000 domestic and international MICE industry professionals are expected to visit the event as trade visitors to explore new business opportunities.
A conference is also scheduled to discuss the latest trends and future growth directions of the global MICE industry. The “CIMX Conference,” which will cover 40 topics across six tracks—including the effectiveness and value of incentive travel, event experiences and conference design, the global association meetings market, corporate decision-making on hosting events, and MICE technology and innovation—will feature over 120 domestic and international experts as speakers and panelists.
A “Global Association Meetings” forum will also be held in collaboration with the International Congress and Convention Association (ICCA). This closed-door program brings together MICE professionals from major Chinese cities and experts from international associations to share strategies for attracting international conferences and discuss market trends. Partner organizations participating in the event include the Professional Conference and Meeting Association (PCMA), the Global Business Travel Association (GBTA), the Society for Incentive Travel Excellence (SITE), and the International Association of Exhibitions and Events (IAEE).
