ITB CHINA’s Beijing-based event MICE Meeting Point has formed a strategic partnership with the China Association of Travel Services’ MICE Committee.
The MICE Committee’s collaboration with Meeting Point is aimed at accelerating professional development within China’s business events industry and strengthening international cooperation.
MICE Meeting Point, organised by ITB China and hosted by the Beijing Municipal Bureau of Culture and Tourism, will be held September 11-12 in Beijing
The MICE Committee operates under the China Association of Travel Services, a national industry association representing around 3,000 members from leading travel organisers, online travel agents and related companies. Messe Berlin’s ITB brand runs annual events in Berlin, Mumbai, Shanghai and Singapore.
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A spokesperson for show organisers Messe Berlin (China) said ITB China and the MICE Committee would work together on creating content, resource sharing and setting industry standards.
“MICE Meeting Point combines high-level conferences with targeted exhibition formats,” the spokesperson said. “Attendees would benefit from keynote speeches, panel forums, and executive dialogues, alongside product showcases at dedicated business booths and special networking sessions.”
The event will also highlight the latest market trends in China and globally with the aim of fostering cross-border collaboration and unlocking opportunities for all participants.
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“2025 will be a pivotal year for China’s MICE market as it transitions from recovery to growth,” said Li Zhuyuan, Executive President and Secretary-General of the MICE Committee of the China Association of Travel Services.
“China’s MICE industry urgently needs a platform that emphasises professionalism and co-development,” Li said.
“Through this collaboration with ITB China, we hope to build the MICE Meeting Point into a true platform for both outbound and inbound engagement – one that fosters in-depth and forward-looking exchanges and cooperation to drive professional development within China’s MICE industry.”
The MICE Committee will participate in and support several core components of Meeting Point by…
– Shaping conference content by contributing to multiple forum sessions under the theme “Digital Transformation and ESG Practices of Future Chinese MICE Enterprises”. Key topics will include localisation pathways for carbon emission standards, innovative applications of digital technologies for business events, practical approaches to “green MICE” and directions for building a “MICE service system with Chinese characteristics”.– Mobilising industry participation by bringing qualified member companies as invited buyers and mobilising MICE industry professionals to attend the event as trade visitors. Organisers say this will facilitate communication and business opportunities between event participants.
– Organising member enterprises to jointly exhibit in the event’s product showcase area.
Lydia Li, Deputy General Manager of Messe Berlin (China), said: “Our mission of this year’s MICE Meeting Point is to build an open, professional, and sustainable cooperation platform that connects global meetings and events resources with China’s MICE and business travel market.
“We are very pleased to partner with the MICE Committee of the China Association of Travel Services to jointly advance high-quality growth and international connectivity across the industry.”
Registration for hosted buyers, trade visitors, and media is now open. Sign up here…
