MICE Meeting Point, MICE Committee partner to boost industry

MICE Meeting Point has formed a strategic partnership with the MICE Committee of the China Association of Travel Services (MICE Committee). This collaboration will accelerate professional development within China’s MICE industry and strengthen international cooperation.

 

The MICE Committee operates under the China Association of Travel Services (CATS), a national industry association representing around 3,000 members from leading travel agencies, OTAs, and related companies across the tourism value chain.

 

Together with ITB China, the two organisations will work on joint content creation, resource sharing, and industry standard-setting, providing new opportunities for both domestic and global stakeholders.

 

MICE Meeting Point, organised by ITB China, will be held September 11–12, 2025 in Beijing - China’s capital and leading MICE hub, hosted by the Beijing Municipal Bureau of Culture and Tourism.

 

An Integrated Platform for Growth

 

Tailored to the Chinese market, MICE Meeting Point combines both high-level conferences with targeted exhibition formats.

 

Attendees will benefit from keynote speeches, panel forums, and executive dialogues, alongside product showcases at dedicated business booths and curated networking sessions.

 

The high-end event will address the latest trends in both China’s and the global MICE markets, foster cross-border collaboration, and unlock emerging opportunities for all participants.

 

“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, in an interview at ITB China. “China’s MICE industry urgently needs a platform that emphasises professionalism and co-development. 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.”

 

Key Partnership Contributions

 

According to the partnership agreement, the MICE Committee will participate in and support several core components of the event:

 

•Shape 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 in MICE scenarios, practical approaches to “green MICE,” and directions for building a MICE service system with Chinese characteristics. In addition, it will promote cross-border dialogue and collaboration with global MICE industry associations, helping China’s MICE industry achieve high-quality internationalisation within a context of two-way openness.

 

•Mobilise industry participation by bringing qualified member companies as invited buyers and mobilise MICE industry professionals to attend the event as trade visitors, facilitating communication and business opportunities between event participants.

 

•Organise member enterprises to jointly exhibit in the event’s product showcase area, highlighting the member organisations’ diverse practices and collaborative potential in areas such as destination marketing, event organisation, and MICE services. -TradeArabia News Service