ITB CHINA’s Beijing-based event MICE Meeting Point has formed a strategic partnership with the China Association of Travel Services’ MICE Committee followed by another agreement with event marketing specialists from the country’s advertising industry.
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, is scheduled to debut in Beijing, September 11-12
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.
MICE Meeting Point’s collaboration with the CAA Event Marketing Committee – part of the China Advertising Association – would see member companies invited as hosted buyers. A dedicated CAA Event Marketing Committee Member Day at Meeting Point on September 12 is being organised to gather top agencies and brand marketers to explore topics such as marketing innovation, tech integration and global resource sourcing.
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A spokesperson for show organisers Messe Berlin (China) said ITB China and the China Association of Travel Services’ 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.”
Referring to the partnership with the China Advertising Association’s event specialists, Li said: “As Chinese brands accelerate their global expansion, MICE plays an increasingly critical role in communication and resource integration. This collaboration with the CAA Event Marketing Committee brings greater content specialisation to the MICE Meeting Point, while precisely connecting their members with the strategic resources needed to evolve from ‘execution 1.0’ to ‘market penetration 2.0’. By doing so, we provide an integrated one-stop platform that makes international deployment more accessible, efficient, and effective for Chinese brands.”
Registration for hosted buyers, trade visitors, and media is now open. Sign up here…
