Prestigious Hangzhou gains international fame
By Xu Wenwen |
April 18, 2012, Wednesday
|
Print Edition
Print Edition
HANGZHOU'S MICE industry is gaining an international reputation as the scenic city strives to attract more high-profile events and industry insiders say a strong MICE sector provides a "domino effect" that boosts other industries. Xu Wenwen reports.
A well-developed, commercial city in a good location with plenty of tourist attractions provides an enticing venue for MICE (meetings, incentives, conferences and exhibitions) sector.
Hangzhou provides all of the above.
Still, the city government is not content to rest on these laurels and is working hard to ensure Hangzhou remains one of the top MICE venues in the country.
The MICE industry is capable of providing a spin-off effect in tourism, hotels, restaurants, advertising and communication. This creates many job opportunities.
Zhongbo Exhibition Group's Director of the Board Ren Xing is aware of this potential. Zhongbo Exhibition operates all exhibitions in the Zhejiang World Trade Intentional Exhibition Center, which includes a five-star hotel.
Domino effect
"It is said the domino effect of the MICE industry is 1:9," Ren said. "I find it is true that during exhibitions or conventions at the center, business in the hotel booms. This is also true for other nearby hotels and restaurants."
According to the Hangzhou Meeting and Exhibition Association, the city held exhibitions totaling more than 2 million square meters, over 8,500 meetings and conferences and more than 200 festivals last year.
The city's six professional exhibition centers hosted 168 exhibitions last year, almost 20 percent higher than in 2010.
The 2011 World Leisure Expo, which is held once every five years, contributed to the strong showing.
The Leisure Expo lured more than 10 international organizations, including the World Tourism Organization, almost 70 consuls from Shanghai and more than 10 sister cities from other countries.
Also, 30 percent of the expo's programs were international, while more than 25 percent of the booths were rented by foreign exhibitors.
Shi Yongsheng, deputy director of the Hangzhou Conference and Exhibition Office, said: "Exhibitors pick venues based on many factors and Hangzhou's leisure industry is developing extremely well."
In 2000, Hangzhou only held one international conference compared to 10 last year.
The conferences contributed US$30 million to the city's economy, according to a report by the International Congress and Convention Association.
Shu Tao, the director of the MICE Department of the Hangzhou Tourism Image Promotion Center, said: "Planning will begin two to three years before an international conference takes place. This includes selecting a destination. If a destination is capable of luring international conventions continuously, then a certain number of tourists from abroad is ensured."
Meanwhile, Hangzhou is also attracting more domestic groups.
Last year, the Zhejiang branch of China Travel Service received two domestic groups of more than 1,000 people for conferences and meetings in Hangzhou. It also attracted hundreds of groups of at least 100 people each.
Chen Xin'an, deputy manager of the Hangzhou branch of China Travel Service, said the rise was because the government promoted MICE services, airlines added more domestic flights at Xiaoshan International Airport and Hangzhou's reputation has improved significantly because of the international conventions.
Both the government and businesses are attracted to the MICE industry because it is the fastest growing segment in the tourism market.
Shu said: "The fact that West Lake was added to the UN list of world intangible cultural heritage last year is significant. It will help the city attract more events and tourists."
China Travel Service's Chen agrees. Last year the company converted its business tourism department into a company exclusively dealing with MICE-related tourism.
A well-developed, commercial city in a good location with plenty of tourist attractions provides an enticing venue for MICE (meetings, incentives, conferences and exhibitions) sector.
Hangzhou provides all of the above.
Still, the city government is not content to rest on these laurels and is working hard to ensure Hangzhou remains one of the top MICE venues in the country.
The MICE industry is capable of providing a spin-off effect in tourism, hotels, restaurants, advertising and communication. This creates many job opportunities.
Zhongbo Exhibition Group's Director of the Board Ren Xing is aware of this potential. Zhongbo Exhibition operates all exhibitions in the Zhejiang World Trade Intentional Exhibition Center, which includes a five-star hotel.
Domino effect
"It is said the domino effect of the MICE industry is 1:9," Ren said. "I find it is true that during exhibitions or conventions at the center, business in the hotel booms. This is also true for other nearby hotels and restaurants."
According to the Hangzhou Meeting and Exhibition Association, the city held exhibitions totaling more than 2 million square meters, over 8,500 meetings and conferences and more than 200 festivals last year.
The city's six professional exhibition centers hosted 168 exhibitions last year, almost 20 percent higher than in 2010.
The 2011 World Leisure Expo, which is held once every five years, contributed to the strong showing.
The Leisure Expo lured more than 10 international organizations, including the World Tourism Organization, almost 70 consuls from Shanghai and more than 10 sister cities from other countries.
Also, 30 percent of the expo's programs were international, while more than 25 percent of the booths were rented by foreign exhibitors.
Shi Yongsheng, deputy director of the Hangzhou Conference and Exhibition Office, said: "Exhibitors pick venues based on many factors and Hangzhou's leisure industry is developing extremely well."
In 2000, Hangzhou only held one international conference compared to 10 last year.
The conferences contributed US$30 million to the city's economy, according to a report by the International Congress and Convention Association.
Shu Tao, the director of the MICE Department of the Hangzhou Tourism Image Promotion Center, said: "Planning will begin two to three years before an international conference takes place. This includes selecting a destination. If a destination is capable of luring international conventions continuously, then a certain number of tourists from abroad is ensured."
Meanwhile, Hangzhou is also attracting more domestic groups.
Last year, the Zhejiang branch of China Travel Service received two domestic groups of more than 1,000 people for conferences and meetings in Hangzhou. It also attracted hundreds of groups of at least 100 people each.
Chen Xin'an, deputy manager of the Hangzhou branch of China Travel Service, said the rise was because the government promoted MICE services, airlines added more domestic flights at Xiaoshan International Airport and Hangzhou's reputation has improved significantly because of the international conventions.
Both the government and businesses are attracted to the MICE industry because it is the fastest growing segment in the tourism market.
Shu said: "The fact that West Lake was added to the UN list of world intangible cultural heritage last year is significant. It will help the city attract more events and tourists."
China Travel Service's Chen agrees. Last year the company converted its business tourism department into a company exclusively dealing with MICE-related tourism.
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
