Show co-operation signals new trend

ITB China Special Edition teams up with Business Travel MICE Procurement Convention to sharpen the MICE profile of Beijing event as show’s co-organiser expects more ‘micro-crossover’

CHINA’S largest “B2B-exclusive” travel-trade show will include a one-day convention dedicated to buyers of meetings, corporate incentives and business events that reflects a new trend, say organisers.

ITB China Special Edition will take place in Beijing May 7-8 with the Business Travel MICE Procurement Convention (BTMPC) held on day two.

The Beijing event will take place in a hybrid format and is separate to the three-day ITB China 2021, which is scheduled for Shanghai World Expo Exhibition and Convention Centre, November 24-26 and focuses exclusively on the Chinese travel industry.

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Messe Berlin, the organisers of ITB, say its cooperation with BTMPC is aimed at “sharpening the MICE profile of the ITB China Special Edition and bring in more MICE industry experiences on product innovation, transformation, upgrading, and expanding the network with more MICE and corporate travel professionals”.

Lenny Jia, chief executive and founder of China BT MICE, the produces BTMPC, said the cooperation with ITB China represented a trend of “micro-crossover” integration that helped support the “survival and further development of the MICE industry in the new market environment”.

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More than 500 people working in meetings, incentives and events – corporate buyers, hotels, domestic and international destinations – are expected to attend BTMP.

The event includes forums on MICE and corporate travel, a dedicated booth area for brand and product launches, matchmaking meetings, and “The Miracle Workers” award ceremony to recognise the most successful companies in China’s MICE industry over the past year.

In 2019, BTMPC attracted a total of more than 1,000 attendees to its Beijing convention and in the same year China BT MICE launched a BTMPC Shanghai edition.

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