Branding events promote Hangzhou as a major global MICE locale

Published on : Tuesday, January 24, 2017

ancient pavilion on the west lake with sunset in hangzhou,China.The government officials of Hangzhou, a city in China that is a nerve-centre of culture in the country apart from being a key tourism hotspot are determined to achieve its goals of making the city a key international MICE (meetings, travel incentives, conventions and exhibitions) destination.


The government arm known as Business Events Hangzhou deals with the organization and promotion of various MICE events all across the city.


As part of this initiative, a major brand promotion event known as ‘Hangzhou, Inspiring New Connections’ was held on 22nd January, 2017. In the initial part of this year, Hangzhou plans to come up with various MICE brand promotion events that would also include the CEO Fam Trip, the Panoramic Map of Hangzhou and the Hangzhou MICE Promotion Season. The goal of all such events is to highlight the region as a rapidly evolving MICE locale.


In 2016, conventions that took place here as a consequence of the Hangzhou MICE Special Offer Year Campaign ushered in an additional US$4.3 million.


Last year, Hangzhou was capable of making it to the list of the top 100 MICE destinations of the world for the very first time. One more, it ranked among the top three Chinese MICE locales as per the International Congress and Convention Association.


At the end of 2016, Hangzhou unveiled its tagline that stated ‘Hangzhou Inspiring New Connections’ at the 9th China Meetings Industry Convention thereby becoming the first Chinese city that had an official MICE destination brand.


The city of Hangzhou is planning to roll out two important marketing campaigns in 2017 that include the Hangzhou MICE Promotion Season and the CEO Fam Trip.


The Hangzhou MI9CE Promotion Season represents a cross-industry collaboration with the leading e-commerce platforms of China. It is designed to present the city’s interesting MICE resources to the organizers of the conference.


Hangzhou has been planning further initiatives during 2017 to lure more international meetings to this part of the world as this would go a long way in improving its rank as a global conference destination.



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