A Summary of the Development of Convention and Exhibition Industry in Xiamen in 2017

In light of the growing economic globalization and trade liberalization, the convention and exhibition industry, which constitutesa vital piece of the modern service industry, has become an important platform for international economic and trade exchanges, and one of the important symbols to measure the degree of internationalization and economic development of a city. According to the report delivered at the 19th CPC National Congress,“We will support traditional industries in upgrading themselves and accelerate thedevelopment of modern service industries to elevate them to international standards.” In the face of the new mission of the new era, the convention and exhibition industry, which serves the industrial and economic development anddrives the upgrading and development of modern service industry and related industries, has been highly valued by the CPC Central Committee and local governments.With the spirit of the 19th CPC National Congress and Xi Jinping’s thought on socialism with Chinese characteristics for a new era as guidance, Xiamen’s convention and exhibition industry has pushed forward the development ofrelated industries with the implementation of the Belt and Road Initiative strategy under the leadership of the CPC municipal committee and municipal government and the promotion of Xiamen Municipal Bureau of Convention & Exhibition Affairs. Such industry has become a great platform for facilitating industrial integration, technological innovation and cultural exchanges, and has motivated the development of related industries, fully exerting an important role in boosting economic development and urban transformation.

2017 witnessed a continuous quality and efficiency improvement in Xiamen’s convention and exhibition industry, which maintained apositive development momentum. For the “Ninth BRICS Summit” (hereinafter referred to as “Xiamen Summit”), Xiamen has upgraded its software and hardware and taken on a new look, with the civilization level greatly improved and the convention and exhibition facilities comprehensively improved, which both created conditions for holding Xiamen Summit and offered a favorable invironment for the development of the convention and exhibition industry. After the success in holding the Summit, especially with the enthusiastic“endorsement” by President Xi Jinping, Xiamen has attracted global attention with its beautiful environment, civilized and enthusiastic people, and uniquecultural deposits. The good image of Xiamen as an international city and its guarantee ability of major events have been spread rapidly worldwide, with its international influence and reputation further enhanced; the post-BRICS effecthas been rapidly formed, which has further stimulated the vitality of Xiamen’s development, and accelerated the growth of the convention and exhibition industry, especially the convention industry.

In 2017, under the leadership of the CPC Xiamen Municipal Committee and Xiamen Municipal Government and the guidance of the convention and exhibition development strategy, Xiamen’s convention and exhibition policy has been further optimized, with city-district linkage mechanism gradually improved and total factor of the convention and exhibition industry chain developed in a coordinated manner. Xiamen’s convention and exhibition industry have yielded remarkable results, which has been fully affirmed and highly praised by the convention and exhibition circles and major media at home and abroad. Xiamen was awarded the “2017 China Convention and Exhibition Industry Special Award – China’s Most Influential Convention and Exhibition City” by China Convention and Exhibition Society, and “2017 Golden Five Star Excellent Convention and Exhibition City” by China International Conference & Exhibition Magazine. Xiamen also won the honorary titles such as “2017 China’s Best MICE Marketing Destination”, “2017 China’s Most Competitive Convention and Exhibition City”, and “2017 China’s Top 10 Best Exhibition Cities”. The CIFIT was awarded “China’s Top 10 Most Fairs”, and the CIFIT, Xiamen Industry Exposition and Xiamen International MICE Week won the honor of “China MICE Industry Golden Finger Award 2017 PCO TOP 100”. Wang Qiongwen, director-general of Xiamen Municipal Bureau of Convention & Exhibition Affairs, was awarded the “Man of the Year of China’s Convention and Exhibition Economy”; Xiamen Convention & Exhibition Association was awarded the “Outstanding contribution Award” by Asian Federation of Exhibition & Convention Associations (AFECA) due to its cooperation with and contribution to Asian convention and exhibition circle. Xiamen Convention & Exhibition Association was also awarded the “Outstanding Convention and Exhibition Industry Association Award” and “City Convention and Exhibition Leader Award” by China City Association of Convention and Exhibition.

I. Following the trend: the exhibition industry maintains sound growth

Xiamen’s venues were further optimized in 2017. The success of the Xiamen Summit rapidly enhanced the influence and reputation of Xiamen’s convention and exhibition environment at home and abroad. The convention and exhibition industry has seized the opportunity and taken actions accordingly to overcome the impact of venue transformation, and the exhibition industry has seen a steady rise in the overall development. A total of 205 exhibition projects were held in Xiamen, down 10.9% year on year; the total exhibition area for the whole year reached 2.19 million square meters, up 1.9% year on year; and the exhibitions of the whole year attracted 93,800 oversease xhibitors from more than 150 countries and regions worldwide, 388,800 domestic exhibitors, and 5.0796 million visitors, with 1.9935 million exhibitors at home and abroad staying in Xiamen per day. Despite a slight decline in the number of exhibitions, the exhibition area, the number of exhibitors at home and abroad, and the total number of visitors hit a new high. 2017 witnessed a total of 14 newly-held exhibitions, including 6 with a scale of more than 10,000 squaremeters for the first time, which further enriched the exhibition content in Xiamen and provided a new promotion and exchange platform for the development of related industries.

II. Scaling new heights: the convention industry shows a rapid growth

Driven by the “welcoming BRICS” and the “BRICSeffect”, the convention industry in Xiamen grew rapidly in 2017, which enhancedthe economic efficiency and facilitated the development of related industries.Hotels and conference centers throughout the city received 8,259 commercialconferences of more than 50 people, up 12.4% year on year, of which 362 wereabove the scale that reached the incentive standard, up 46.6% year on year. Atotal of 1.68 million participants from home and abroad attended conferences inXiamen in 2017, up 3.7% year on year, with about 8.898 million persons stayingin Xiamen throughout the year, up 14.4% year on year.

III. Making greater achievements: the economicbenefits improve steadily

2017 witnessed a further enhanced driving force of Xiamen’s convention and exhibition industry for the city’s economy. The flow of people, logistics, information, technology and capital brought about by the convention and exhibition has effectively boosted the development of urban tourism, catering, trade, logistics, transportation and other related industries and supporting industries, thus generating significant comprehensive driving effects on urban development. Driven by the benefits of the BRICS, Xiamen’s convention and exhibition industry undergoes a continuous quality and efficiency improvement and maintains a positive development trend. Xiamen’s convention and exhibition industry throughout the year achieved economic benefits of 38.129 billion yuan, up 4.3% year on year, accounting for 8.8% ofthe city’s GDP, including a direct economic benefit of 18.111 billion yuan, up 5.5% year on year, and driven economic benefit of 20.018 billion yuan, up 3.3%year on year. The convention and exhibition industry has turned into an important role in boosting the economic growth of Xiamen.

IV. Leveraging strength: the convention and exhibition facilities get an overall uplift

Xiamen availed of the huge opportunity of the Xiamen Summit in 2017 to make continuous progress in the construction of the city’s comprehensive environment and the renovation of convention and exhibition venues and facilities. Xiamen’s urban environment has been further optimizedand beautified, convention and exhibition facilities have been comprehensively improved, and service capacity and level have been greatly enhanced. Over the past year, high-grade hotels such as Wutong FliportHotel, Shangri-La Hotel, DoubleTree by Hilton Hotel Xiamen – Haicang, Hyatt Regency Xiamen Wuyuanwan, and Peony Harbor City Hotel have been completed and put into use, thus further improving the conference reception capacity and level of Xiamen. Some hotels like the Wanshou Hotel, the Greenway Hotel, Guangyue Lufeng Hotel and Trithorn Hotspring Resort have entered the period of closure and renovation, which has little impact on the total number of conferences.

To satisfy the market demand of large-scale exhibitions and international high-end conferences in 2017, some five-star hotels in Xiamen and the exhibition halls of Xiamen International Conference & Exhibition Center were comprehensively renovated and upgraded to further improve and optimize their functions. At present, 22 exhibition venues in the city can undertake exhibitions of more than 1,000 square meters, covering an area of 276,100 square meters. The 120 hotels and conference centers that can undertake conference activities offer 857 conference rooms of various types, up 9.3% year on year, and the total area reaches 177,200 square meters, up 11.5%year on year.

V. Demonstrating the fruits: the marketing promotion yields fruitful results

2017 marks the international marketing year of  “BRICSCHINA, MICE XIAMEN”, during which Xiamen Municipal Bureau of Convention & Exhibition Affairs joined hands with Xiamen Convention & Exhibition Association to strengthen the construction of international marketing platform and raise international marketing efforts. The exhibition marketing has achieved new results in the following seven aspects: First, by virtue of the Xiamen Summit, Xiamen Municipal Bureau of Convention & Exhibition Affairs has produced brand-new LOGO and VI systems of the convention and exhibition industry, BRICS Xiamen promotional videos, brochures in Chinese and English,etc. to launch on the market with the concept of “MICE Marketing Xiamen” and the brand-new creative means of “BRICS Xiamen”. Second, in conjunction with the publicity of the CIFIT, the Xiamen Municipal Bureau of Convention & ExhibitionAffairs has organized two international promotion routes to Spain, France, theUnited Kingdom, as well as Austria, the Czech Republic and Hungary. The municipal bureau of convention & exhibition affairs and the convention& exhibition association have sent representatives to participate in the annual meetings of international authoritative convention and exhibition organizations such as ICCA and AFECA to promote Xiamen’s convention andexhibition industry. Third, Xiamen’s convention and exhibition enterprises have been organized to carry out special exhibition marketing promotion activities in Guangzhou and Shenzhen, and to hold exhibition marketing promotion activities in Beijing, Shanghai, Hong Kong, Macao and Taiwan with the help of the CIFIT promotion activities. Fourth, enterprises in Xiamen have been actively organized to participate in the China (Shanghai) International Incentive Travel and Conference Exposition (IT&CM CHINA), the 7th Expo Project Fair for International Cooperation, and the 10th China Meetings Industry Convention of 2017 to carry out publicity and promotion activities. Fifth, the “2017 Xiamen International MICE Week” has been successfully held (including 2017 Straits MICE Cooperation Forum, 2017 International (BRICS) MICE Cooperation Forum, 2017 Asian Universities MICE Education Cooperation Forum, and 2017 MICE series activities), thus further deepening Xiamen’s exchanges and cooperation with convention and exhibition enterprises in Hong Kong, Macao,Taiwan, Beijing, Shanghai and Guangzhou, and building a platform for exchanges and cooperation among BRICS convention and exhibition institutions. The BRICS MICE Cooperation Forum and the Asian Universities MICE Education Cooperation Forum, both established for the first time, are pioneering initiatives in the industry. Sixth, the “Public Information Service Platform of Xiamen Convention and Exhibition Industry” (Chinese and English version) has been improved andoptimized, with an annual click-through rate exceeding 7.16 million. Among them, the English version has attracted 450,000 hits, with IP of overseas visitors from 116 countries and regions, ranking top among the Asian cities’ convention and exhibition websites. Seventh, new achievements have been made in the editing and distribution of “Strait MICE” and “Xiamen MICE News”. As the sponsor of “Strait MICE”, Xiamen Convention & Exhibition Association has strengthened its leadership and participation in the “Strait MICE”, enhanc edits collection and editing efforts, adjusted the layout, increased the contact channels, and expanded the scope of distribution. It has become a total factor media integrating plane, WeChat and network, which has comprehensively enhanced the influence of Xiamen’s convention and exhibition industry in the conventionand exhibition circles on both sides of the strait. In 2017, a total of 975 copies of “Xiamen MICE News” and 15,000 electronic copies were issued, making it become an important carrier for the domestic industry to keep a breast of Xiamen’s convention and exhibition information.

VI. Complementing each other: a city-district policy linkage is formed

The priority of Xiamen’s convention and exhibition industry in 2017 was placed on deepening institutional mechanism reform and further establishing and improving exhibition policies. Xiamen Municipal Bureauof Convention & Exhibition Affairs and Xiamen Convention & Exhibition Association jointly issued the Opinionson Further Promoting the Supports for Development of the Convention and Exhibition Industry (X.H.Z. [2017] No. 24) and the Measures for the Administration of the Special Funds for the Development of Convention and Exhibition Industry in Xiamen (X.C.Q. [2017]No. 25) and other documents, further standardizing and improving the relevant policies. The revised and supplemented policies feature a lower threshold, greater support, and higher market fit. The people’s government of the Siming Districtof Xiamen revised and issued the Several Opinions on Supporting and Rewarding the Development of Convention and Exhibition Industry in Siming District (X.S.Z. [2017] No. 42). Jimei District and Haicang District of Xiamen formulated the Rules for Examination and Approval of Incentive Funds for Supporting the Development of Convention Industry in Jimei District and the Rules for Examination and Approval of Incentive Funds for Supporting the Development of Convention Industry in Haicang District, respectively. The support policies for convention and exhibition in the city and the districts are super imposed and supplemented, with policies at city and district level linked, which stimulate the enthusiasm of the society to hold exhibitions and conferences.

Led by Xiamen Municipal Bureau of Convention & Exhibition Affairs, a linkage mechanism was established in cooperation with Xiamen Convention & Exhibition Association and the tourism bureaus or sports bureaus in charge of exhibition work in various districts to jointly carry out the publicity, promotion and implementation of exhibition incentive policies for convention and exhibition industry at city and district level. The government of Siming District and the district tourism bureau has sent staff to major convention and exhibition cities at home many times to carry out publicity and promotion. Various relevant departments have timely heldcity-district linkage symposiums and policy seminars to strengthen publicity and promotion through various channels, and worked together to effectively conduct the convention and exhibition marketing work, so as to push forward the development of the convention and exhibition industry.

VII. Coordinated development: the total factor of industry chain is improved

In 2017, Xiamen gained a more perfect convention and exhibition industry chain, comprehensively enhanced social service guarantee capability, and harmoniously developed a total factor of convention and exhibition industry chain. A set of large-scale convention and exhibition security service system in line with international standards has been formed, and experience in comprehensive support services for large-scale international events has been accumulated. According to statistics in 2017, 370 enterprises joined the municipal convention & exhibition association, up 5.7% over the previous year, with the scope of business covering the upstream, midstream and downstream links of the conference and exhibition. All the major sectors of the convention and exhibition industry chain in Xiamen have developed to varying degrees. First, C&D Group, Iport Group, Xiamen Media Group, Xiamen Daily, Straits Herald and other large state-owned enterprises and media organizations have set foot in or expanded the convention and exhibition market, with the convention and exhibition industry team further expanded. Second, the team engaged in conference services has expanded rapidly. There are 76 conference companies in the city that have joined the municipal convention & exhibition association, up 8.6% over the previous year. Third, several new conference hotels such as Wutong Fliport Hotel, Shangri-La Hotel, and DoubleTree by Hilton Hotel Xiamen – Haicang have been put into use, and the conference market has been actively expanded.  At present, Xiamen has 116 hotels that undertake conference activities. Fourth, exhibition design and construction enterprises have further developed. 124 enterprises have joined the municipal convention & exhibition association, up 8.8% over the previous year. Fifth, the industries and fields such as translation, security, customs clearance and logistics, vehicle rental, inkjet printing, photography and video recording, education and training, and catering services have been continuously expanding, which has comprehensively enhanced the guarantee capability of convention and exhibition services in Xiamen.

VIII. Mutual benefit and progress: the channels of convention and exhibition cooperation are expanded

Strengthening international marketing and enhancing cooperation and exchanges at home and abroad is an important measure for Xiamen’s convention and exhibition industry to raise its international level, enhance its international popularity and influence, expand its industrial shareand improve its quality. Cooperation between Xiamen and the convention and exhibition circles at home and abroad was further strengthened in 2017. First, Xiamen Municipal Bureau of Convention & Exhibition Affairs has strengthened the connection with the Global Association of the Exhibition Industry (UFI), the International Congress & Convention Association (ICCA), the Society for Incentive Travel Excellence (SITE) and other institutions, and actively participated in bidding for large-scale international conferences. Large international exhibition enterprises from abroad such as Munich, Frankfurt and Dusseldorf in Germany, Reed Exhibitions and UBM Asia, were invited to participate in the International MICE Week to investigate and learn the convention and exhibition market and the environment in Xiamen, which has strengthened the overseas exhibition institutions’ understanding of the MICE environment in Xiamen. Second, the municipal bureau of convention & exhibition affairs and the municipal convention & exhibition association have actively organized enterprises to carry out marketing activities at home and abroad. Four promotional activities have been held in Shanghai, Beijing, Guangzhou and Shenzhen in March, July, August and December respectively, which attracted over 150 people from nearly 100 exhibition enterprises to participate in, thus expanding Xiamen’s popularity and reputation in the field of conferences and exhibitions. Third, by successfully holding the International (BRICS) MICE Cooperation Forum, the municipal bureau of convention & exhibition affairs and the municipal convention & exhibition association has established the BRICS MICE cooperation Union with the convention and exhibition associations of Russia, South Africa, Brazil and India. Such a move has further expanded the international circle and formed the “Xiamen Consensus”, laying the foundation for holding the "BRICS + Belt and Road MICE Cooperation Forum” in the future. By holding the “Asian Universities MICE Education Cooperation Forum”, the cooperation with national and Asian exhibition education universities has been strengthened, thus creating conditions for building a highland for the cultivation of convention and exhibition talents. Fourth, Xiamen Convention & Exhibition Association has strengthened its exchanges and cooperation with the members of the MICE Alliance of Pan-Pearl River Delta Cities and the China City Association of Convention and Exhibition. It has received visits of convention and exhibition associations and offices from more than 30cities, China Council for the Promotion of International Trade, and the Expo Bureau. It has also paid an investigation visit to nearly 20 cities, thus expanding the influence of Xiamen’s convention and exhibition industry, and introducing several exhibitions to be held in Xiamen. Fifth, Xiamen Convention & Exhibition Association has actively participated in the activities of the AFECA, continued to serve as the governing unit, participated in the board meetiong in Singapore and the annual general meeting in Kaohsiung, and strengthened its cooperation with convention and exhibition institutions of Asian countries, thus creating conditions for the holding of the Asian Universities MICE Education Cooperation Forum and the International (BRICS) MICE Cooperation Forum; it has also pushed six mainland institutions and enterprises to join the AFECA, therefore strengthening the strength of mainland China in the AFECA.

IX. The promising 2018 has a long way to go

In 2017, Xiamen’s convention and exhibition industry has entered into a new stage of development under the rising internationalization level, international popularity and influence brought about by the Xiamen Summit. The global marketing of convention and exhibition industry in a “post-BRICS era” through the “BRICS Xiamen” has brought about an unprecedented opportunity for the development of the convention and exhibition industry in Xiamen: First, the convention and exhibition policy has been further optimized and the environment has been further improved, thus providing a strong guarantee for the introduction of more convention and exhibition projects. Second, the convention and exhibition industry chain becomes more perfect, with the comprehensive service guarantee capacity improved in an all-round way. Third, international conferences will usher in rapid growth, and Xiamen will turn into an important destination for China to undertake international conferences. Fourth, the scale and internationalization of professional conventions and exhibitions will be further improved, and the conditions for undertaking the transfer of exhibitions will be strengthened. However, Xiamen still faces many difficulties and challenges in the development of convention and exhibition industry: first, the industrial foundation is weak, there are few large-scale exhibition projects, the small-scale exhibitions are growing slowly, and the cultivation and introduction of projects need to be further strengthened. Second, there are few international conference activities, and the conference independent R&D capability is weak. Third, the construction of large-scale convention and exhibition venues is insufficient, and there still exist traffic environment problems around the convention and exhibition center, which restricts the development of the convention and exhibition scale. Fourth, marketing at home and abroad is not enough, and cooperation at home and abroad needs to be further strengthened. Fifth, the measures for the construction of talents in the convention and exhibition industry are not enough, the training of exhibition talents, the introduction of high-end talents, and the formation of multi-level exhibition talent training mechanisms need to be further strengthened.

In 2018, Xiamen’s convention and exhibition industry will keep a foothold in the new era, implement new ideas, and strengthen overall planning, so as to vigorously enhance the internationalization, high-end development and professional level of the convention and exhibition industry, promote the brand development of exhibitions and enterprises, and expand and strengthen the convention and exhibition industry. The driving effect of the convention and exhibition industry and its service function to the development of the real industry will be fully exerted, and efforts will be made to realize the integrated development pattern of “exhibition + industry”, promote consumption growth, industrial upgrading and development, and drive investment promotion, so as to make new contributions to the economic and social development of Xiamen.