11th IT&CM China: A re­sound­ing suc­cess

IT&CM China, held from March 21-23, 2017, boasts of more than 14,000 busi­ness ap­point­ments be­tween 3000 MICE pro­fes­sion­als and over 400 hosted del­e­gates

Micetalk - - Exhibition - Shivani Kaul

The 11th edi­tion of IT&CM China, held in Shang­hai, wit­nessed a busy two days with busi­ness ap­point­ments and ex­hi­bi­tion show­case, be­sides a mul­ti­tude of en­gage­ment ac­tiv­i­ties that ranged from me­dia brief­ings, hosted lun­cheons, cock­tail and din­ners as well as des­ti­na­tion pre­sen­ta­tions as part of a ded­i­cated As­so­ci­a­tion Days pro­gramme. As many as 720 ex­hibitors with rep­re­sen­ta­tion across all con­ti­nents of the globe, 355 Chi­nese buy­ers across 38 cities such as Bei­jing, Chengdu, Hangzhou, Qing­dao, Li­jiang, Sanya, Shang­hai, Suzhou, Xi­a­men, Zhuhai and more, in all 3,000 MICE pro­fes­sion­als and 400 hosted del­e­gates got the op­por­tu­nity to in­ter­act and spread their brand mes­sage. Next year IT&CM China will be or­gan­ised from March 20-22.

By ful­fill­ing a host of wish lists from 288 MICE des­ti­na­tions and brands this year, IT&CM China proved its met­tle in de­liv­er­ing spe­cific ROIs by cus­tomis­ing ex­clu­sive events that al­lowed fea­tured com­pa­nies to reach their de­sired buyer and me­dia pro­files.

First-time ex­hibitor Na­tional In­sti­tute of Tourism Pro­mo­tion, Ar­gentina is one of four des­ti­na­tion bu­reaus that de­cided on a tar­geted lun­cheon for se­lect in­ter­na­tional and lo­cal buy­ers this year. Its Meet­ing In­dus­try Co­or­di­na­tor, Emora Franco, said, “We re­ally want to or­gan­ise these kind of events as it is a good way to en­gage the buy­ers to the des­ti­na­tions.” The bureau also lever­aged on one of the 13 me­dia brief­ing ses­sions to reach out to in­ter­na­tional me­dia. Franco said of the ses­sion, “It was re­ally good, and pro­duc­tive, with many ques­tions asked about the MICE

in­dus­try in Ar­gentina and how the coun­try has been po­si­tion­ing it­self. The show has been re­ally good for us.” Mean­while, Tourism Fiji hosted a lun­cheon while Hainan Tourism Devel­op­ment Commission con­ducted a MICE Pro­mo­tion Ses­sion for in­vited buy­ers. Fukuoka Con­ven­tion & Vis­i­tors Bureau and South Africa Na­tional Con­ven­tion Bureau also held a cap­tive net­work­ing ses­sion over lunch with their po­ten­tial buy­ers.

In ad­di­tion, Ac­corHo­tels, JW Mar­riot Shang­hai Changfeng Park, Ma­cao Trade and In­vest­ment Pro­mo­tion In­sti­tute (IPIM), and Shang­hai Mar­riott Parkview were a part of the line-up of ex­hibitors who chose to ben­e­fit from be­ing a cock­tail or din­ner spon­sor.

Others like re­turn­ing des­ti­na­tion CCPIT Chengdu (Chengdu Mu­nic­i­pal Bureau of Ex­po­si­tion), Hangzhou Tourism Commission, Malaysia Con­ven­tion & Vis­i­tor Bureau (MyCEB), Shang­hai Mu­nic­i­pal Tourism Ad­min­is­tra­tion, Thai­land Con­ven­tion & Ex­hi­bi­tion Burea (TCEB), and new-com­ers VisitS­cot­land, found the As­so­ci­a­tion Days' Des­ti­na­tion Pre­sen­ta­tion the right fit for them to reach much sought-af­ter As­so­ci­a­tion buy­ers. IT&CM China 2017 fea­tured twice as many des­ti­na­tion pre­sen­ta­tions

than the year be­fore. Lo­cal ex­hibitor Glo­ria Ho­tels & Re­sorts ap­pre­ci­ated the op­por­tu­nity to en­gage ex­clu­sively with Chi­nese me­dia to spread their brand mes­sage even wider across the lo­cal in­dus­try space. “A brief­ing to the lo­cal Chi­nese me­dia, al­lowed us to cre­ate con­nec­tions with aims of spread­ing our brand mes­sage fur­ther in the do­mes­tic mar­ket. We were able to in­tro­duce our brand, lat­est de­vel­op­ments and up­com­ing ini­tia­tives such as our loy­alty pro­gramme. The ses­sion also helped in at­tract­ing more peo­ple to the booth later in the day,” said Thomas Jouan, Di­rec­tor of Brand­ing, Glo­ria Ho­tels & Re­sorts. Delta Air Lines, Glo­ria Ho­tel & Re­sorts, HNA Hos­pi­tal­ity, Huang­shan Tourism Com­mit­tee, Meet Tai­wan, Min­istry of Tourism of The Repub­lic of In­done­sia, Monaco Gov­ern­ment Tourist Bureau, Ningbo Tourism Ad­min­is­tra­tion, Pa­cific World, Shouqi Limou­sine and Chauf­feur, Turk­ish Air­lines, United Air­lines, and Xi­a­men Mu­nic­i­pal Bureau of Con­ven­tion and Ex­hi­bi­tion Af­fairs, also ben­e­fit­ted from one or more of IT&CM China's core busi­ness en­gage­ment ses­sions this year.

PRE AND POST-SHOW TOURS

A se­lec­tion of hand-picked in­ter­na­tional buy­ers and me­dia be­gan their IT&CM China 2017 ex­pe­ri­ence with a 4-day, 3-night pre-show tour to Is­tan­bul spon­sored by Turk­ish Air­lines. The trip that be­gan on

March 17, gave del­e­gates the op­por­tu­nity to sam­ple Mat­bah – the tra­di­tional flavours of the Ot­toman Palace cui­sine, as well as walk the streets and visit iconic dis­tricts, land­marks and unique event venues in­clud­ing the Ha­gia Sophia, Blue Mosque, and the 1680 year old Direk Cis­tern. The or­gan­is­ing team and Pa­cific World also ar­ranged for two pre-event city tours of Shang­hai, which in­cluded an ex­cur­sion to Zhu­ji­a­jiao Wa­ter Vil­lage. The event's key­note ses­sion on ‘The Fu­ture of MICE in China' was de­liv­ered by Gain­ing Edge's Gary Grim­mer, and pan­el­lists in­cluded Ali­cia Yao, Deputy Gen­eral Sec­re­tary of China MICE Com­mit­tee of China As­so­ci­a­tion of Travel Ser­vices; David Zhang, Di­rec­tor of Suzhou MICE Pro­mo­tion Cen­ter; Roger Shu, Deputy Gen­eral Man­ager of Hangzhou Con­ven­tion, Ex­hi­bi­tion & Travel; and Yao Xin, Sec­re­tary Gen­eral, CCPIT Com­mer­cial Sub-Coun­cil.

IT&CM China or­gan­is­ers also an­nounced event highs in­clud­ing rep­re­sen­ta­tion of 288 MICE ex­hibit­ing com­pa­nies and or­gan­i­sa­tions across all con­ti­nents of the globe on the show floor, a 20 per cent in­crease in Chi­nese and in­ter­na­tional buyer par­tic­i­pants (while main­tain­ing the ideal 80 per cent Chi­nese to 20 per cent (in­ter­na­tional mix), huge take-up in en­gage­ment ac­tiv­i­ties with tar­geted buyer and me­dia pro­files (that in­cludes four ex­clu­sive lun­cheons by des­ti­na­tions Ar­gentina, Fiji, Fukuoka, and South Africa; two cock­tails by JW Mar­riott Shang­hai Changfeng Park and Ac­corHo­tels; a hosted din­ner by Ma­cao Trade and In­vest­ment Pro­mo­tion In­sti­tute (IPIM); a pro­mo­tional event by Hainan Tourism Devel­op­ment Commission (Shang­hai); twice the num­ber of des­ti­na­tion pre­sen­ta­tions as com­pared to the year be­fore), as well as the firstever co-lo­ca­tion of CTW China within an ex­panded IT&CM China ex­hi­bi­tion hall space.

THE CROWD PULLER

Event or­gan­iser Dar­ren

Ng, Man­ag­ing Di­rec­tor,

TTG Asia Me­dia, re­vealed, “The ex­u­ber­ance of the Chi­nese MICE mar­ket and solid decade-long event record con­tinue to pull in a stun­ning ar­ray of lo­cal and in­ter­na­tional ex­hibitors. This year, we wel­come de­buts by Air China, Arc­tic Out­back Ad­ven­tures, Na­tional In­sti­tute of Tourism Pro­mo­tion, Ar­gentina, Barcelona Con­ven­tion Bureau, Dusit In­ter­na­tional, Tourism Fiji, Monaco Gov­ern­ment Tourist Bureau Asia, VisitS­cot­land, Shen­zhen Air­lines, SNU Healthain­ment Con­sor­tium, South Africa Na­tional Con­ven­tion Bureau, Turk­ish Air­lines, Vi­a­jes Paci­fico, Vi­enna Con­ven­tion Bureau, amongst others.

Fur­ther­more, en­gage­ment ac­tiv­i­ties are at an all-time high and we are de­lighted to have both new and re­turn­ing des­ti­na­tions and brands lever­ag­ing on these lim­ited and very ex­clu­sive valu­able ses­sions.” The first day's ac­tiv­i­ties (March 21) cul­mi­nated at the joint IT&CM China and CTW China Open­ing Cer­e­mony and Wel­come Din­ner spon­sored by Shang­hai Mar­riott Parkview for the third con­sec­u­tive year. Del­e­gates were treated to a night of lo­cal and in­ter­na­tional per­for­mances, world-class gourmet menu, ex­cel­lent hos­pi­tal­ity and fa­cil­i­ties as a show­case of the breadth of the venue's ca­pa­bil­i­ties.

“The con­tin­u­ous devel­op­ment of our sur­round­ing fa­cil­i­ties has con­tributed greatly to the in­creased din­ing, en­ter­tain­ment, and ac­ces­si­bil­ity op­tions. This has pro­pelled our grow­ing rep­u­ta­tion in the Shang­hai MICE mar­ket over the years as a pre­ferred venue of choice. As third year spon­sors, we are keen to gain more ex­po­sure glob­ally among in­ter­na­tional stake­hold­ers and agents,” said the ho­tel's Gen­eral Man­ager, Ricky Lam.

Des­ti­na­tion Ma­cao, fronted by Ma­cao Trade and In­vest­ment Pro­mo­tion In­sti­tute (IPIM), re­turned to IT&CM China 2017 as the largest ex­hibit­ing des­ti­na­tion on the show floor. They were also the only des­ti­na­tion to host a din­ner ex­clu­sively for in­vited buy­ers on March 22, tak­ing ad­van­tage of one of the show's many cap­tive net­work­ing ses­sions. Ma­cao dis­played 31 co-ex­hibitors un­der their pav­il­ion en­com­pass­ing venues, ho­tels, PCOs and DMCs, show­cas­ing the des­ti­na­tion's ca­pa­bil­i­ties in host­ing events of any scale. In­ter­ested buy­ers had the chance to learn about the many fa­cil­i­ties and at­trac­tions.

Key­note ses­sion de­liv­ered by Gary Grim­mer, Ali­cia Yao, David Zhang, Roger Shu, and Yao Xin

Open­ing cer­e­mony at Shang­hai Mar­riott Parkview

Gon­dolas at Zhu­ji­a­jiao

Wa­ter Vil­lage, Shang­hai

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