“2016 Xiamen MICE International Marketing Forum”


Xiamen Embarks on International Marketing Campaign

Xiamen Embarks on 1

In line with Xiamen’s goal to become a leading meeting destination, Xiamen Municipal Bureau of Convention & Exhibition Affairs (XMBCEA) organised its inaugural “2016 Xiamen MICE International Marketing Forum” on 12 May 2016 at Xiamen International Conference & Exhibition Center. Held for the first time, the Forum witnessed a gathering of over 400 attendees, representing local industry association, industry players, students as well as local media, marking a new era in the history of Xiamen’s meetings industry and heralding growth for times to come.

During the Forum, 5 industry specialists – Ms. Alicia Yao (IME Consulting), Mr. David Zhong (MICE China), Ms. Judy Chen (Xiamen C&D), Ms. Kitty Wong (K&A) and Mr. Noor Ahmad Hamid (ICCA Asia Pacific) engaged in a discussion centred on destination branding and global marketing for the city.

Madam Ni Chao, Vice Mayor of Xiamen said that in recent years Xiamen had been fully implementing the «Beautiful Xiamen» strategic plan. “As one of the most liveable cities in China, Xiamen has long attracted visitors with its enchanting natural beauty and clean air.” She added, “Xiamen means ‘a gate of China’, it is one of the China Special Economic Zones and the city is set to become the next rising star in the global meetings industry.”

Building on the momentum of the Forum, XMBCEA will launch the “Xiamen International Marketing Campaign 2016”, a three-year plan in order to actively position Xiamen as a leading regional & international meetings hub.

Xiamen Ministry

Mr. Joeven Wang, Director General of XMBCEA, said: «Xiamen has prioritized the development of MICE industry as one of the 10 industry chains whose values are expected to exceed RMB 10 billion. Xiamen’s partnership with ICCA is part of our strategic move to attract conferences that will bring a high calibre of industry leaders to the city.”

He continued, «Xiamen is the home to quite a few globally-renowned leading brand activities such as China International Fair for Investment & Trade (CIFIT), West-Taiwan-Strait Auto Expo and Xiamen Industry Exposition. In addition, we also host a number of prestigious international conferences notably the International Investment Forum, Straits Forum, UNCTAD World Investment Forum 2010, APEC Oceans-related Ministerial Meeting and the 2016 First G20 Energy Sustainability Working Group Meeting.»

The 2016 Xiamen International MICE Week will also be launched in November this year where there will be a series of innovation workshops, seminars and dialogue sessions, as part of the Bureau’s concerted effort to create a platform for industry players to gather and discuss issues that impact the city’s industry’s growth and sustainability.

Now, with the goal of cementing Xiamen’s position as one of the world’s leading meeting destinations, this marine city is ready to wow the world with its “X-factors”.

Xiamen meetings


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