Industry event MICE Meeting Point has formed a strategic partnership with the MICE Committee of the China Association of Travel Services in a collaboration that intends to accelerate professional development within China’s MICE industry and strengthen international co-operation.
MICE Meeting Point is organised by ITB China and is held 11–12 September 2025 in Beijing, hosted by the city’s Municipal Bureau of Culture and Tourism. The China Association of Travel Services (CATS) is a national industry association representing around 3,000 members and it is working with ITB China on content creation, resource sharing, and industry standard-setting.
Tailored to the Chinese market, MICE Meeting Point will combine high-level conferences with targeted exhibition formats, offering attendees keynote, panel forums, and executive dialogues, alongside product showcases. Organisers of the high-end event says it 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.
Li Zhuyuan (pictured), executive president and secretary-general of the MICE Committee of the China Association of Travel Services, in an interview at ITB China, said: “2025 will be a pivotal year for China’s MICE market as it transitions from recovery to growth. 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, to drive professional development within China’s MICE industry.”
Key topics of the September conference programme 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, the event will promote cross-border dialogue and collaboration with global MICE industry associations.
Lydia Li, deputy general manager of Messe Berlin (China), stated: “Our mission of this year’s MICE Meeting Point is to build an open, professional, and sustainable co-operation platform that connects global meetings and events resources with China’s MICE and business travel market. We are very pleased to partner with the MICE Committee of the China Association of Travel Services to jointly advance high-quality growth and international connectivity across the industry.”
ITB China 2026 takes place, 26-28 May in the Shanghai World Expo Exhibition & Convention Center.
