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April 24, 2012

Europe hot for Chinese MICE

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China's economic boom has spurred higher spending and greater sophistication in event choices made by local companies.

According to Roger Tondeur, president of MCI, a congress and communications specialist, more Chinese coporates are taking their events to Europe. He said: “Business from Asia to Europe are usually from Thailand, Singapore and Malaysia. Today, China is picking up fast.”

“Recently we handled a large week-long incentive for a Chinese insurance company to Paris and Monaco.”

Shanghai China Travel International (CTS) MICE Center sales manager of executive travel department, Jerry Jiang, reported the same trend, saying that the Chinese outbound incentive market has grown rapidly in the last five years.

Jiang told the IT&CM Daily that the market was not only travelling farther, it was also becoming more sophisticated in the choice of destinations and programme.

“Destinations such as Singapore and Malaysia are easy to travel to and they continue to be popular with Chinese corporates, but we have seen growing demand for Europe coming from the automotive industry, financial institutions and (multi-level marketing) companies such as Amway,” Jiang said.

CTS’ automotive industry clients tended to favour German and France, where industrial visits are conducted, while some clients were partial to thematic tours and exotic destinations such as Prague, noted Jiang.

Jiang said that an incentive tour for top dealers could cost the client RMB50,000 (US$7,921) per person, for an average stay of eight to ten days.

Recognising the potential for further growth in China, Tondeur said he was looking to open more offices in China.

“We have offices in Shanghai and Beijing, and we are looking at opening three more. Chengdu is our priority, followed by Guangzhou and Shenzhen,” he said.


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