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The first °CEO Hangzhou MICE Fam Trip is successfully held, promoting the city as an international MICE destination

May 10, 2017 MICE No Comments Email Email

The first °CEO Hangzhou MICE Fam Trip was successfully hosted by Business Events Hangzhou between April 24 and 26, 2017. The dozen or more company heads, leading conference organizers and media professionals who were invited to attend the event, were given a tour along a route that is representative of what it feels like to °CEO Hangzhou MICE Fam Trip -what the participant in a conference, visitor to an exhibition or recipient of an incentive award would experience during their excursion to city. The tour was followed by the attendees offering advice and suggestions on how to build Hangzhou into an international MICE (meetings, travel incentives, conventions and exhibitions) destination.

The attendees take the Experience the Temperature in Hangzhou tour

The °CEO Hangzhou MICE Fam Trip showed attendees how they can fully customize and personalize the event they plan in Hangzhou

The stops along the way during the °CEO Hangzhou MICE Fam Trip included high-end hotels, premium restaurants, distinctive venues and cultural experience programs, allowing the invited guests to get a real feel for what Hangzhou has to offer in terms of an international conference destination.

Sofitel Westlake Hangzhou, by incorporating an advanced management philosophy into its services, has created an iconic, distinctive high tea service, the Magnifique First Lady’s Tea Break. If the hotel receptionist noticed or was informed that a guest had come down with a cold, he or she would promptly offer a cup of ginger-infused cola, soothing the guest and providing an environment where the guests feel well cared for.

Combining both Chinese and western cultural elements into its unique design, the new Park Hyatt Hangzhou made a deep impression on the °CEO Hangzhou MICE Fam Trip attendees with the friendly and welcoming manner in which the hotel treated the guests. On the heels of the top quality reception services which were offered to the attendees of the G20 Summit in 2016, Hangzhou International Expo Center continues to serve as a destination for international conventions and exhibitions.

Hangzhou Ao Fan Sailing Club has become a popular leisure destination for corporate MICE events. From the renovated Hubin 28 Road Restaurant at the Hyatt Regency Hangzhou Hotel to the unique Midtown Brewery up-market gastropub at Midtown Shangri-La, Hangzhou can cater to the differing tastes of its visitors. The attendees also visited Town God’s Temple, a historic building that embodies China’s strong cultural heritage, and experienced traditional tea culture with a tea tasting in peaceful Longjing Village. They were then treated to instruction in the making of an elegant folding fan under the guidance of an experienced craftsman at Hangzhou Wangxingji Fan Industry Company’s workshop and learned about the art of seal cutting from a professional engraver at Xiling Seal Engravers’ Society. The attendees were then given an opportunity to apply the new skills they acquired during the two “lessons” to make impressions on the fan with the seal that they had made by themselves, which become a memento that they were able to take home as a souvenir of their °CEO Hangzhou MICE Fam Trip excursion.

As the annual theme of the Hangzhou’s MICE industry, the concept of °C (temperature) is reflected in all the elements that are the components of that industry, including those elements that were visible and tangible as well as those that are not. First and foremost, it’s the °C (temperature) of the city: Hangzhou’s hallmark is its strong appeal of the unique landscape combined with the local customs that are characteristic of the region. Part of this appeal are the local residents who are known throughout China for their friendliness, and the gentle cadence of their speech. All of this comes together to create an elegant yet friendly and comfortable environment for businessmen once they have finished their meetings for the day or for travelers taking advantage of the incentive trip they have earned. Second, the °C (temperature) of the industry: the overall quality of practitioners in the city’s MICE sector has further improved over the recent few years and serves as a virtual circle – as services and the quality of those services continue to be enhanced, more firms will choose Hangzhou as the destination for their event, creating an incentive for the practitioners of the trade to further improve their skillsets. Third and finally, the °C (temperature) of the services: service providers across the MICE industry chain are committed to providing personalized and customer-centric services.

Hangzhou’s MICE industry expands on the heels of the G20 Summit, a milestone event that continues to make an impact

Earlier this year, Hangzhou’s MICE industry leaders launched the “Hangzhou, Inspiring New Connections,” a promotional concept rolled out at 2017 CMIC, as a new brand image for the city and the concept of °C (temperature) as the annual theme for the industry. This latter concept played a key role in the communication between business travelers and exhibition organizers. During this transitional period between the G20 Summit and the Asian Games in 2022, an event that Hangzhou will host, the city is capitalizing on the opportunity to bring more exhibitions and conventions programs on board and to gain traction with developing the city as the destination of choice for exhibitions and conventions.

Since the G20 Summit, awareness of Hangzhou globally has increased remarkably, with the MICE sector having experienced a spurt in growth. The rapid development of the sector has had a positive impact on the city’s economy and highlighted the city’s competitiveness, which, in turn, will further drive Hangzhou’s economic development and speed up the pace at which Hangzhou is becoming an international gateway destination.

In addition, the overall growth of the MICE sector will facilitate the establishment and implementation of industry service standards. The unique advantages that Hangzhou has in terms of resources, such as the agglomeration of information technology and e-commerce industries, provide strong support for the exploration into and development of innovative business models that can drive a transformation of the services that form the infrastructure of the city’s MICE sector. The combination of these factors will play a synergistic role for all of Hangzhou’s business sectors.

According to a director at the Hangzhou Municipal Tourism Committee, the city is scheduled to host major international conferences and sporting events, among them, the United Cities and Local Governments (UCLG) 2017 World Council and the 19th Asian Games. During this key period between the G20 Summit and the 2022 Asian Games, Hangzhou’s MICE industry plans to take advantage of every opportunity to continue transforming Hangzhou into an international gateway city as well as one of the world’s top MICE destinations, by integrating quality resources, promoting the service establishments showcased during the °CEO Hangzhou MICE Fam Trip and implementing preferential policies that support the growth of the sector.

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