The Beijing Municipal Bureau of Culture and Tourism and ITB China have announced a strategic partnership to promote global cooperation in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. As part of this agreement, Beijing will be the Official Host City for the MICE Meeting Point 2025, taking place on September 11–12 in the Chinese capital.
The MICE Meeting Point is a two-day conference and exhibition designed to connect key decision-makers from China and around the world. The event includes industry leaders such as event organizers, associations, corporate buyers, and conference planners, who will meet with destinations, venues, service providers, and tech solution partners. The program features keynote sessions, panel discussions, product presentations, business booths, and networking opportunities, focusing on trends in China’s and the global MICE sectors and encouraging cross-border cooperation.
Beijing’s Role in Global MICE Development
“Beijing plays an important role in China’s cultural and tourism development,” said Mr. Guo Huaigang, Director General of the Beijing Municipal Bureau of Culture and Tourism.
“We see the MICE industry as a strong driver of international engagement and economic activity. Hosting the MICE Meeting Point will support inbound tourism and help share Beijing’s strengths with global partners. We aim to position the city as a key destination for business travel.”
To highlight its role as host, Beijing will organize a special Beijing Enterprise Exhibition Group, bringing together local MICE industry players—including venues, hotels, PCOs, DMCs, and service providers. The group will showcase the city’s infrastructure, service capabilities, and cultural offerings.
ITB China will also lead a post-event familiarization trip for international buyers and media, allowing them to explore Beijing’s MICE venues, cultural sites, and business travel initiatives firsthand.
A Platform for Two-Way Business Exchange
“MICE Meeting Point is more than just an event—it’s a platform for building connections between China and the global MICE industry,” said David Axiotis, Managing Director of Messe Berlin China.
“We’re pleased to work with the Beijing Municipal Bureau of Culture and Tourism to create a space for meaningful dialogue and long-term collaboration.”
The partnership also lays the groundwork for future cooperation between ITB China and Beijing. Both sides aim to support greater industry integration and resource sharing, with a focus on expanding opportunities for two-way MICE growth.
Together, they are working to enhance Beijing’s global visibility, foster stronger business networks, and support the evolving needs of the international MICE community.
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