THE HANGZHOU Tourism Commission has set up a new MICE division, which is rolling out a number of initiatives.
Already a rising star in leisure, with international hotel brands from Amanresorts to Four Seasons making a beeline for Hangzhou, the capital city of Zhejiang wants to be accessible to planners. Roger Shu, manager of the division, said a dedicated website with information on event venues, MICE hotels and other suppliers would be launched in June, first in Mandarin, then English, and eventually in other languages.
The division is also organising forums, training and destination promotion in partnership with industry experts. Just last week, it ran a three-day training led by The International Congress and Convention Association (ICCA) president Arnaldo Nardone and experienced MICE players. It has also enlisted the help of the United Nations World Tourism Organisation (UNWTO) to promote Hangzhou as a MICE destination to overseas markets.
Intercity cooperation is also a key. Shu said: “We are breaking down barriers with the other cities in the Yangtze River Delta (Shanghai, Suzhou, Ningbo and Nanjing) in bidding for major events. An event could have its meeting in, say, Shanghai, then its post-meeting leisure programme in Hangzhou. That is the arrangement we have suggested to ICCA for its congress in Shanghai in 2013.”
Li Hong, director general of the commission, said a “massive convention centre” was being built in Hangzhou and would be completed in 2015. While Li was unable to provide facility specifications of the Hangzhou International Olympic Centre, he said it would be “a very impressive venue for MICE”.
Meanwhile, a Hangzhou MICE association has also been established to facilitate networking among local players. It comprises 100 members across industry sectors including hotels, travel agencies that deal with MICE groups, and planners.
