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Storming into the MICE market
By Shi Xiaohan |
September 17, 2011, Saturday
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HANGZHOU is quickly becoming a prime destination for MICE events due to its mix of cutting-edge venues, leisure options galore, upscale hotels and a convenient transport network. Shi Xiaohan reports.
Meetings, incentives, conventions and exhibitions (also known as MICE) have emerged as a lucrative market worldwide.
Hangzhou, long a popular tourist destination, has entered this market and is starting to make some waves. With natural beauty, loads of culture and a vibrant economy, the city seeks to build a strong MICE reputation on the strength of its ability to provide leisure opportunities for groups on business trips.
To fully capitalize on Hangzhou's potential for MICE events, the city has set up its own MICE Tourism Association, bidding to provide a one-stop service for such groups. Members of the association include luxury hotels, exhibition halls, convention centers, travel agencies, airlines and tourist attractions. Hangzhou's municipal government has also implemented a series of incentive policies so the association can better develop MICE tourism.
Hangzhou is often referred to as the "back garden" by Chinese travelers who want a peaceful holiday away from their daily hubbub. This makes Hangzhou an ideal destination for MICE tourism.
Blessed with the natural splendor of Qiantang River, West Lake and Xixi Wetland, Hangzhou is a perfect place to get away from the hustle and bustle of urban life while still enjoying the convenience of quality infrastructure.
Newly developed spots like Xiang Lake near Hangzhou's Xiaoshan International Airport and Qiandao Lake in Hangzhou's suburban area have also made the city more attractive for MICE tourists.
At the same time, the rich cultural heritage of Hangzhou provides MICE tourists with a chance to learn about local customs during their business breaks.
West Lake has recently been listed as a World Cultural Heritage Site, showing that this beautiful city is increasingly gaining international attention.
Hangzhou's historical traditions, already infused in the lifestyles of locals, also offer visitors interesting experiences. From a cup of tea to a visit to the famous traditional Chinese medicine stores, the experiences are sure to help people focus on their inner balance.
A number of luxury hotels and exhibition halls have opened in recent years, giving the city some cutting-edge facilities for MICE events.
International brands like Shangri-La, Aman Resorts, Banyan Tree, InterContinental and Four Seasons have all opened properties in the last few years while followers Jumeirah and Angsara keep the upscale trend going.
The luxury hotels are mostly around the West Lake, on the bank of the Qiantang River or near the Xixi Wetland.
More hotels are also opening properties around Qiandao Lake and Xiang Lake.
The hotels fit the luxury and convenience needs of business groups while maintaining a reclusive style in line with the city's atmosphere. Aman Resort has reinvented a former deserted tea village near Linyin Temple into a series of villas accompanied with top restaurants and teahouses. Banyan Tree has opened its resort amongst the tranquility of the Xixi Wetland Park.
At the southern tip of the Yangtze River Delta, Hangzhou is on the frontline of China's economic growth. As the capital of Zhejiang Province, which is famous for its vibrant private sector, the city's key industries, including pharmaceuticals, outsourcing and leisure, have vast potential.
With a fast developing economy, the exhibition industry is also expanding.
In 2000, the city government decided to revive West Lake Expo, an event which was originally held, and then halted, in 1929. Since then the city has hosted numerous conventions and exhibitions, leading to awards such as "Top 10 Cities for Conventions and Exhibitions in China" and "Top 10 Cities as a Convention Tourism Destination in China."
Moreover, Hangzhou enjoys a convenient domestic and international transport network. Hangzhou has direct flights to the Netherlands, Ethiopia, Japan, South Korea, Singapore, Malaysia, and more. A new bullet train launched last year connects Shanghai and Hangzhou. The trip takes only 40 minutes.
With all this available, itreally is no surprise that Hangzhou is becoming a popular MICE destination.
Meetings, incentives, conventions and exhibitions (also known as MICE) have emerged as a lucrative market worldwide.
Hangzhou, long a popular tourist destination, has entered this market and is starting to make some waves. With natural beauty, loads of culture and a vibrant economy, the city seeks to build a strong MICE reputation on the strength of its ability to provide leisure opportunities for groups on business trips.
To fully capitalize on Hangzhou's potential for MICE events, the city has set up its own MICE Tourism Association, bidding to provide a one-stop service for such groups. Members of the association include luxury hotels, exhibition halls, convention centers, travel agencies, airlines and tourist attractions. Hangzhou's municipal government has also implemented a series of incentive policies so the association can better develop MICE tourism.
Hangzhou is often referred to as the "back garden" by Chinese travelers who want a peaceful holiday away from their daily hubbub. This makes Hangzhou an ideal destination for MICE tourism.
Blessed with the natural splendor of Qiantang River, West Lake and Xixi Wetland, Hangzhou is a perfect place to get away from the hustle and bustle of urban life while still enjoying the convenience of quality infrastructure.
Newly developed spots like Xiang Lake near Hangzhou's Xiaoshan International Airport and Qiandao Lake in Hangzhou's suburban area have also made the city more attractive for MICE tourists.
At the same time, the rich cultural heritage of Hangzhou provides MICE tourists with a chance to learn about local customs during their business breaks.
West Lake has recently been listed as a World Cultural Heritage Site, showing that this beautiful city is increasingly gaining international attention.
Hangzhou's historical traditions, already infused in the lifestyles of locals, also offer visitors interesting experiences. From a cup of tea to a visit to the famous traditional Chinese medicine stores, the experiences are sure to help people focus on their inner balance.
A number of luxury hotels and exhibition halls have opened in recent years, giving the city some cutting-edge facilities for MICE events.
International brands like Shangri-La, Aman Resorts, Banyan Tree, InterContinental and Four Seasons have all opened properties in the last few years while followers Jumeirah and Angsara keep the upscale trend going.
The luxury hotels are mostly around the West Lake, on the bank of the Qiantang River or near the Xixi Wetland.
More hotels are also opening properties around Qiandao Lake and Xiang Lake.
The hotels fit the luxury and convenience needs of business groups while maintaining a reclusive style in line with the city's atmosphere. Aman Resort has reinvented a former deserted tea village near Linyin Temple into a series of villas accompanied with top restaurants and teahouses. Banyan Tree has opened its resort amongst the tranquility of the Xixi Wetland Park.
At the southern tip of the Yangtze River Delta, Hangzhou is on the frontline of China's economic growth. As the capital of Zhejiang Province, which is famous for its vibrant private sector, the city's key industries, including pharmaceuticals, outsourcing and leisure, have vast potential.
With a fast developing economy, the exhibition industry is also expanding.
In 2000, the city government decided to revive West Lake Expo, an event which was originally held, and then halted, in 1929. Since then the city has hosted numerous conventions and exhibitions, leading to awards such as "Top 10 Cities for Conventions and Exhibitions in China" and "Top 10 Cities as a Convention Tourism Destination in China."
Moreover, Hangzhou enjoys a convenient domestic and international transport network. Hangzhou has direct flights to the Netherlands, Ethiopia, Japan, South Korea, Singapore, Malaysia, and more. A new bullet train launched last year connects Shanghai and Hangzhou. The trip takes only 40 minutes.
With all this available, itreally is no surprise that Hangzhou is becoming a popular MICE destination.
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