China’s outbound business events and association meetings industry now requires buyers to take on new roles like facilitating global client engagement, organising ESG-focused events, and acting as exhibition and conference organisers.
These developments were discussed during The Business of Experience: How MICE is Evolving Beyond Traditional Practices panel at last week’s ITB Asia.
DMC and association meeting speakers said their clients were looking for specialised, immersive experiences, want to leverage global networking for business expansion, have local engagement, and participate in knowledge exchange.
Moderator Alicia Yao, vice chairman of the Chinese Business Event Industry Committee, stated that demand has moved beyond simple packaged tour “pure incentives” to international events that promote product branding, business development, trust-building, and creative design.
Yang Bao Zhen, consultant with China Association for Small and Medium Commercial Enterprises, said its 6,000 members want to attend high-level events that promote innovation and collaboration with international peers in fields such as technology and aviation for their businesses to expand overseas.
For corporate culture events, Wang Yi, project director at Beijing Best Tour, noted a demand for “thoughtful and smart guided tours” that build team spirit in a local context (like New Zealand’s Maori culture), complete with professional photography and live-streaming.
Wang also noted the appeal of hands-on activities, such as the panda keepers experience – where corporate groups clean cages and feed animals – and marine conservation efforts to raise money for charity.
Feng Hai Ying, general manager of China Beyond Ocean International Travel Service, identified education, training, media, and communication as bright spots amid current geopolitical uncertainty.
“The upgraded business model requires us to be more involved in our clients’ business and supply chain and to be their ‘external brain’ to manage different resources on a global stage to obtain a higher ROI.
“We have to be more involved in our clients’ ecosystem, understand their profit model and be able to allocate resources more accurately and efficiently,” Feng added.
Zhang Yi Sheng, chief operating officer of Easy-trip (Beijing) International Business and MICE Service said the challenge now is finding safe destinations that meet shrinking budgets.
The company’s role has expanded beyond simple incentive trips, shared Zhang, where they now must organise events incorporating conferences and exhibitions, work with a wider range of suppliers, upgrade their skills to design and sell these components, and connect with societies and universities.
Social media, Zhang noted, is also an indispensable tool for events it organisers to be different and stand out.
