The rapid growth of China's MICE industry

18-Feb-10, 09:52

Koelnmesse chief, Michael Dreyer, on what the future holds

Foreign MICE planners are always curious to find out how trade fairs in China differ from those in Germany
and Europe. There are many differences, of course, as the industry in China is much younger and the target audience is more defined than in Europe.

In China, there is a very clear distinction of events into domestic events where local Chinese market demand is targeted by predominantly domestic exhibitors.

Then there are import events where mainly non-Chinese products – capital goods or, as a more recent development, luxury goods – are on display to be sold into the Chinese market.

Finally, sourcing events are held where Chinese exporters display their products to be ordered by overseas buyers.

The Chinese MICE industry has developed rapidly over the past decade, as has its supporting infrastructure.  Most venues in first- and second-tier cities are of high quality and international standards, as many have been purpose-built in recent years to meet the growing demands of the MICE industry.

Many international stand contractors and freight forwarders have also set up bases throughout China to service their international clients.

However, the highly competitive trade fair market in China still presents a major challenge for many international organisers, who need to obtain the relevant support and involvement of associations and government authorities in China.

This is not easy to accomplish in certain industries where there may not always be established structures. It is thus crucial for organisers to do sufficient market research and establish rapport with local partners before entering the market. 

Michael Dreyer is vice-president, Asia-Pacific, for Koelnmesse

• Send
• Print
• Bookmark

• Meeting packages from across Asia
• Walt Disney Corp meets in Seoul
• Singapore Experience Awards 2010
• Mobility event pleased with Hong Kong
• Convention & Exhibition Centre Report 2010

• Meeting packages from across Asia
• Hong Kong's green practices in focus
• The region's best rooftop venues
• Marina Bay Sands announces first event
• Best MICE Hotel in Asia

• Meeting packages from across Asia
• CotaiJet further expands services
• ITB Asia sees return to growth
• The best of Bintan for corporate groups
• L'Oreal hosts incentive group in Melbourne