ORGANISERS of a new conference and trade show in Beijing are partnering with the China chapter of incentive-travel association SITE to firm up access to qualified buyers and heighten the global profile of the country’s MICE sector.
China International MICE Exchange (CIMX), which will debut at the China National Convention Centre II, November 3-5, has signed a strategic partnership with SITE China, the local chapter of the Society for Incentive Travel Excellence. SITE is a global association representing more than 3,600 members across 90 countries.
The agreement is intended to boost international exchange, professional development and business connections within the incentive travel segment.
The most immediate benefit for CIMX will be access to a network of qualified incentive travel agencies. Under the partnership, SITE China will identify and recommend specialist agencies to attend the show as hosted buyers, giving exhibitors opportunities to connect with purchasing decision-makers through pre-arranged meetings and networking activities during the three-day event.
The arrangement reflects the growing importance of incentive travel within China’s business events market, particularly as organisations place greater emphasis on return on investment, employee engagement and sustainability.
Lisa Xu, president of SITE China, said the partnership would help connect international expertise with business events operators in China.
“Incentive travel continues to evolve as companies place greater emphasis on meaningful experiences, business impact and responsible practices,” Xu said.
Through our partnership with CIMX, we look forward to bringing global incentive travel perspectives and professional expertise into closer dialogue with China’s MICE community, while creating more opportunities for knowledge exchange, networking and international collaboration.”
As part of the collaboration, SITE China will also contribute content to the conference programme. This will include a keynote presentation on findings from the 2026 Incentive Travel Index (ITI), a research project developed by SITE and the Incentive Research Foundation in partnership with Oxford Economics that tracks trends and developments in the global incentive travel market.
SITE China will additionally lead a panel discussion examining the commercial value of incentive travel and its role in advancing environmental and social objectives.
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Topics will include ESG considerations, sustainable supplier selection and the role of cultural, conservation and community initiatives in incentive programmes.
Nikolaos Swoch, director of CIMX, said the partnership would strengthen the show’s incentive travel credentials and create a platform for industry dialogue.
“Incentive travel sits at the heart of the MICE industry, bringing together destinations, agencies, corporate decision-makers and experience providers around a shared focus on creating meaningful business and human impact,” said Swoch.
With SITE China’s active involvement in CIMX, we are strengthening the incentive travel dimension of this platform and create a dedicated space for current industry intelligence, professional dialogue and new ideas.”
Through the partnership, CIMX aims to combine international research, professional education and buyer-seller connections to support the continued development and internationalisation of China’s incentive travel market.
