Hangzhou Raises Its Visibility as an International MICE Destination with Several Brand Promotion Events

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In 2016, conventions that took place in the city as a result of the Hangzhou MICE Special Offer Year Campaign brought in excess of 30 million yuan (approx. US$4.3 million ), an excellent result given that the city's government only spent one fifteenth of that amount in promotional costs to generate that revenue. Hangzhou made the list of the world's top 100 MICE destination cities for the first time and was once again ranked among the top three Chinese MICE destination cities, according to the International Congress and Convention Association. 

At the end of last year, Hangzhou unveiled its new city tagline " Hangzhou , Inspiring New Connections" at the 9 China Meetings Industry Convention, becoming the first Chinese city with an official MICE destination brand.

Hangzhou plans to roll out two major marketing campaigns in 2017: the °CEO Fam Trip and the Hangzhou MICE Promotion Season.

The °CEO represents Hangzhou's °C experience officer，which is an offline marketing campaign inviting business executives from around the world to visit Hangzhou and experience the superior quality of the services that support MICE events and the MICE industry in the city. The world's top 500 companies, professional conference organizers as well as media and industry influencers are invited to attend the campaign.

The Hangzhou MICE Promotion Season, a cross-industry collaboration with China's leading e-commerce platforms, is designed to present Hangzhou's vast array of MICE resources to conference organizers, and is expected to lead directly to commitments from the organizers. 

In addition, Hangzhou -based businesses directly involved in or providing services to the city's MICE industry plan to attend the leading conferences and incentive travel exhibitions held in China and abroad.

Hangzhou plans further initiatives during 2017 to attract more international meetings to the city, as the next steps in raising its international stature as a genuine international conference destination.