Hangzhou aims to consolidate MICE position in China

HANGZHOU Tourism Commission (HTC) is taking steps to add a second brand – Hangzhou MICE Promotion Center, indicating it is taking on the roles of a convention and exhibition bureau (CVB) – to the Hangzhou Tourism Promotion Center to ensure the destination does not lose its number three ranking in China.

Speaking at an industry roundtable discussion last week, Roger Shu, MICE manager, HTC, said: “There were 15 international meetings in Hangzhou in 2013 and the city ranks number three in China with about 10,000 delegates. Our target is to reach 25 international meetings in three years’ time.

“With a CVB, Hangzhou will be in a stronger position to influence decision-makers to hold association meetings from Europe, and to attract more incentive business to the city.

“Hangzhou is number three in China’s MICE ranking. We do not want to lose out to Nanjing, which is also in the same position, and Chengdu, which was number three in 2012.

“Hangzhou’s needs for a CVB like Singapore, like Hong Kong, and to professionalise the industry are being highlighted to the city’s mayor, and we hope the bureau can be set up by next year.”

Hangzhou is also setting up a system to collate MICE data.

HTC’s Hangzhou Tourism Promotion Center established its MICE department in 2009, and set up China’s first MICE association with members from all sectors of the industry in 2010.

Explained Shu: “The association has more than 100 members and is a platform for them to participate in tradeshows such as AIME, EIBTM, IMEX, CIBTM, etc.”

The event was co-presented by Starwood Hotels and Resorts and TTGmice, and held at Sheraton Hangzhou Wetland Park Resort.

*This article originally stated that Hangzhou is setting up a CVB, which was incorrect and has since been amended.

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