ITB China’s new forum & exhibition, MICE Meeting Point, has entered into a strategic partnership with the China Association of Travel Services’ MICE Committee, and separately with the Event Marketing Committee of the China Advertising Association. The alliance is designed to accelerate professional development within China’s business events sector and to bolster both global and domestic industry cooperation.
The China Association of Travel Services’ MICE Committee—part of a national body representing roughly 3,000 organisations including travel organisers and online travel agents—will collaborate with MICE Meeting Point to shape conference content, share resources, and set standards. Under the partnership, China’s industry professionals become invited buyers, trade visitors, or exhibitors at the product showcase. Key thematic areas include digital transformation, ESG (environmental, social, governance) practices, “green MICE,” and developing MICE service systems tailored to China’s context.
Meanwhile, the alliance with the Advertising Association’s Event Marketing Committee creates a Member Day at the event for brand marketers and agencies. This dedicated day intends to address marketing innovation, tech integration, and global sourcing—helping Chinese brands move from basic event execution toward deeper market penetration.
For associations and MICE businesses, this partnership represents more than a new event. It signals an opportunity to engage with China’s fast-evolving MICE market through high-quality content, structured cooperation, and elevated standards. Organisations that align with these themes—ESG, digital tech, sustainable MICE—stand to gain visibility, credibility, and access to new networks. This is especially relevant for those aiming to partner or participate in international forums, to set benchmarks, and influence the future of the business events industry in China.
