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Government makes inroads in MICE sector
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THE Hangzhou government continues to develop the MICE (meetings, incentives, conventions and exhibitions) industry. A combination of excellent tourist attractions and good infrastructure have lead event planners to select the city for various international summits, seminars, meetings and forums.
Hangzhou was listed as the third best conference and exhibition city on the Chinese mainland last year after Beijing and Shanghai, according to the International Congress and Convention Association. The Hangzhou government is encouraged by the result and has accelerated plans to further develop the MICE industry. In order to maximize the city’s resources, the government established the Hangzhou MICE Industry Promotion Center (Business Events Hangzhou, China) this year to turn Hangzhou into one of Asia’s most popular MICE destinations and turn the sector into the city’s pillar industry.
To date, officials have launched a series of policies and measures to develop the industry in a healthy and sustainable way.
The first is the creation of a database that includes all MICE information in the city to help event organizers.
Second, the government has invited leading international figures to train local industry professionals, which is expected to improve their skills and broaden their horizons.
Third, Hangzhou has participated in domestic and international MICE events like IMEX Frankfurt in Germany in May, Incentive Travel and Conventions, Meetings (Shanghai) China in April, and Incentive, Business Travel and Meetings Expo (Beijing) China in August. The goal is to gain exposure for the city. In addition, the government has invited international industry insiders to visit hotels and other facilities in the city.
In the meantime, the government has elected more than 30 tourism ambassadors to publicize the city’s attractions, along with its conference and exhibition facilities.
The government has also established the website www.micehangzhou.com, where users can get a wealth of information about the MICE sector and get one-stop service from various government departments.
Though Hangzhou boasts an array of tourist attractions, only a few MICE products in the past were capable of meeting market demand.
But the government began to develop the MICE industry in 2011 with the creation of new tourism routes along the Grand Canal, as well as creating new theme packages based on things like Longjing tea culture and Buddhism.
The government has also launched a series of preferential policies to stimulate the MICE industry. It handed out more than 3 million yuan (US$474,390) in coupons last year to attract visitors.
The best part about the MICE industry is that it benefits a multitude of businesses. This year, 628 MICE events are expected to be held in Hangzhou. The events are expected to bring 250,000 visitors to the city and generate 820 million yuan in revenue.
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