The Xiamen MICE Cooperation Conference. [Photo by Lin Yuyang for chinadaily.com.cn]

The 8th Xiamen MICE Week was recently held from April 25 to 27, during which over 300 procurement professionals brought hundreds of exhibition projects to Xiamen. Representatives of industry regulatory authorities, associations, and leading enterprises across nearly 40 domestic and international cities gathered in the city, contributing their valuable insights to boost the high-quality development of the MICE industry.

Industry leaders gather to explore MICE development

The Cross-Strait Urban MICE Cooperation Seminar. [Photo by Lin Yuyang for chinadaily.com.cn]

Innovation and collaboration emerged as key themes at this year's events. Focusing on trending topics such as MICE tourism, the development of a business-friendly exhibition environment, and the global expansion of Chinese exhibitions, representatives of domestic and foreign government agencies, industry association leaders, experts, scholars, and entrepreneurs engaged in forward-looking discussions. 

The new model of MICE cooperation has been repeatedly mentioned in various forums. Hosea, president of the Indonesian Exhibition Companies Association, with over 30 years of experience in the MICE industry, is closely watching the cooperation between Indonesia and China.

The Xiamen MICE Week has always been dedicated to creating opportunities for cooperation and exchanges between cities on both sides of the Taiwan Strait. Leaders of relevant industry associations gathered at this year's Cross-Strait Urban MICE Cooperation Seminar. Mutual cooperation and support between cities on both sides of the Taiwan Strait will drive the development of the entire regional MICE and tourism industry.

"MICE +" effect amplifies synergistic opportunities

Foreign exhibitors seek cooperation. [Photo by Lin Yuyang for chinadaily.com.cn]

This year's Xiamen MICE Week proved to be a results-driven platform, with the concurrent China Xiamen MICE Supply Chain Fair attracting over 100 enterprises to foster integrated innovation between the exhibition industry and related sectors. 

The fair featured three parallel matchmaking sessions connecting national trade associations with city representatives, exhibition organizers with venues and service providers, and international MICE buyers with destination agencies, facilitating over 500 targeted business meetings among key stakeholders across the MICE ecosystem.

The "MICE + Industry" integration emerged as the undisputed highlight of the business matching sessions, demonstrating a powerful symbiotic effect where exhibitions strengthen industries while industrial development revitalizes the sector. 

During the main forum of the Xiamen MICE Cooperation Conference, Xiamen Conference & Exhibition Group and the Xiamen International Expo Center signed multiple cooperation agreements with exhibition organizers, securing 11 major events for the city. 

These include large-scale exhibitions like the 2025 China Dairy Industry Exhibition and China International Meat Industry Expo, each spanning 120,000-150,000 square meters, as well as the China Materials Conference 2025 scheduled for July, which is expected to attract 20,000 participants to Xiamen.