VISITBERLIN Convention Office is striving to turn the growing interest demonstrated by Chinese corporates and MICE players into concrete business at IT&CM China 2015.
Heike Mahmoud, director for conventions, visitBerlin Convention Office, told TTG Asia e-Daily: “While Berlin has been on the map of the China leisure market, we have recently seen growing interest for MICE based on the number of inquiries we have received.”
The fact that there are currently many German companies with offices in China also added to the increasing awareness of the destination.
“The number of German companies in China is likely to be much higher than in any other parts of Asia,” said Mahmoud.
“We have been receiving inquiries from incentive houses and MICE operators for information on incentive programmes, hotels and event organisers in Berlin.
“We decided to join IT&CM China for more information to provide potential clients, and to have meetings with buyers, tailor-making what we have to their goals and expectations.”
The NTO also organises fam trips for potential clients. On the type of conferences and incentive programmes the destination offers, Mahmoud highlighted the “scientific world of Berlin”.
Statistics show that the number of participants for meetings and conferences related to science and research in Germany constituted 15 per cent of the total market last year, a 14 per cent increase over 2013.
Additionally, the destination is a medical hub. Mahmoud said: “For example, cardiologists may wish to know that we have a heart centre in Berlin, from which the professors and doctors can be keynote speakers or panellists.”
She added Berlin is also strong in the IT, biotechnology and solar energy sectors. There are over 7,000 start-ups that may bring something new to their respective fields.
While visitBerlin does not give any financial support, she said the destination is value for money. “There are so many hotels of different categories in Berlin to choose from at reasonable prices and new ones are coming up,” she explained.
