Monday, 23 April 2012

CITS to Grow MICE in China

CITS MICE, the business events division of China International Travel Service (CITS) Shanghai, is making moves to entrench itself as the leading player in the domestic MICE arena.

Tong Wei, president, CITS Shanghai said more local companies were internationalising and ramping up their activities overseas with a growing Chinese economy, resulting in higher MICE demand throughout China.

Established in 2010, CITS MICE caters to a mix of Chinese companies and government entities, as well as local offices of multinational firms. Last year, the division garnered RMB 7.4 billion (US$1.2 billion) in revenue through 1.5 million roomnights, up from 960,000 roomnights in 2010. Highlights last year included a 30,000-pax incentive to South Korea, a 17,000-pax group to Scandinavia and several groups to Egypt.

According to Tong, CITS MICE is specifically looking to enhance its capabilities in conventions and exhibitions, leading it to acquire a stake in IT&CM China last July. The annual MICE show is owned and organised by TTG Asia Media and its partner, MP International.

“CITS’ M&I business is traditionally very strong. We are aiming to expand into conventions and exhibitions to offer the full range of MICE services,” said Tong.

Currently, CITS MICE has offices in Beijing, Shanghai, Guangzhou and Harbin, where two-third of its business is generated. Tong said the divison was planning to grow its domestic footprint over the next two to three years, especially in the coastal areas in China’s south-east and in inland areas such as Sichuan province, where the vibrant economy is translating into burgeoning MICE demand.

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