From October 7 to 9, 2025, Las Vegas, USA, hosted the much-anticipated International Meetings & Incentive Travel Expo (IMEX), a cornerstone event for the global MICE (Meetings, Incentives, Conferences, Exhibitions) tourism industry. This year’s expo not only showcased the latest trends in MICE tourism but also facilitated significant networking opportunities among international buyers. At the forefront of this event, the Beijing Municipal Culture and Tourism Bureau organized a vibrant exhibition featuring five local MICE enterprises. Collectively, these organizations, including IME Consulting Co., Ltd., Asia Concierge China, Beijing WildChina Corporate Services, China Star LTD., and China Tourism Group Travel Services Co. Ltd., presented a unified front under the theme “Hello! China.” Their goal was to highlight Beijing’s vast resources and cultural riches as an international MICE tourism destination.
The primary objective for the Beijing delegation was to explore opportunities within the American market. To enhance their outreach, they organized targeted one-on-one business negotiations directly at their booth. Additionally, the delegation planned four meticulously crafted themed presentations aimed at professional buyers from North America, Central America, and South America. Representatives from the participating enterprises took turns informing attendees about their innovative offerings in MICE tourism, ranging from high-end customized services to large-scale event planning and professional exhibition execution. Their presentations were complemented by compelling practical examples that sparked enthusiastic interactions, effectively strengthening the “Beijing MICE” brand’s recognition within the American market.
The timing of the expo coincided beautifully with China’s traditional Mid-Autumn Festival, providing the Beijing delegation with a unique opportunity to share the cultural significance of the festival with international buyers. They engaged attendees by recounting the festival’s origins and customs, inviting guests to participate in interactive experiences, such as holding traditional Chinese lanterns for group photos. This warm, communal atmosphere helped bridge cultural gaps and enhanced the overall brand affinity of “Beijing MICE,” making each interaction more meaningful.
To present Beijing’s MICE tourism resources comprehensively, the exhibition area featured looped promotional videos highlighting the participating enterprises. Additionally, informative materials were distributed, including a themed brochure titled *New Discoveries in Beijing*, leaflets detailing the 240-hour visa-free transit policy for the Beijing-Tianjin-Hebei region, and postcards showcasing Beijing’s MICE tourism offerings. These resources systematically illuminated Beijing’s advantageous travel policies and rich cultural tourism possibilities, capturing the attention of many buyers.
Moreover, the exhibition space included immersive activities that allowed attendees to partake in traditional crafts, such as lacquer fan making and sachet crafting. Guests could also enjoy postcard stamping featuring iconic Beijing landmarks. These hands-on experiences drew many international buyers, providing them with an opportunity to engage with the unique charm of traditional Chinese culture. Such interactive experiences not only entertained but also educated participants about the rich heritage that Beijing offers as a MICE destination.
At the close of the three-day event, the Beijing delegation reported impressive outcomes. They successfully engaged with 130 high-quality international buyers, establishing preliminary cooperation intentions with 38 of them. Notable partners included industry leaders such as HB Helmsbriscoe, a world-renowned MICE procurement company, THL Productions from the USA, and Travelieer and Proesa Group from Mexico. These promising connections lay a solid groundwork for Beijing’s MICE tourism to further penetrate the American market, paving the way for deeper international industry collaborations in the future.