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Xiamen Convention and Exhibition Industry Development Report (2019)
2020/9/1
A Summary of the Development of Convention and Exhibition Industry in Xiamen in 2019
Faced with the complex situation of obviously rising risks and challenges at home and abroad in 2019, China has maintained a steady and progressive development trend in its economic operation. As a vital piece of the modern service industry, the convention and exhibition industry has become a new economic growth point in many cities. Developing the convention and exhibition industry and promoting the exhibition economy is becoming a new path for the development of the urban economy. Under the leadership of the CPC municipal committee and municipal government and the guidance of the municipal bureau of convention & exhibition affairs, Xiamen’s convention and exhibition industry has developed at a high level and high quality through the joint efforts of the Xiamen Convention & Exhibition Association and all colleagues in the convention and exhibition circle of Xiamen. Its international influence has hereby enhanced, which serves as a powerful catalyst to boost urban economic transformation and industrial upgrading, thus driving and facilitating the high-level and high-quality development of related industries.
By continuously expand and strengthen the exhibition industry chain centering on the goal of internationalization, branding, specialization and marketization, new growth and development has been achieved in Xiamen’s convention and exhibition industry in 2019. Xiamen has gained further optimized convention and exhibition industry structure, raised the quality of conferences and exhibitions, enhanced internationalization level, improved business environment, and increased efficiency, and it has made new achievements in the coordinated development of the total factor of the convention and exhibition industry chain. The convention and exhibition industry has been fully affirmed and highly praised by the convention and exhibition circles and the major media at home and abroad. In 2019, Xiamen won the "2019 China’s Most Competitive Convention and Exhibition City (municipalities directly under the Central Government and vice-provincial cities)" and "2019 Golden Five Star Excellent MICE City"; Xiamen Municipal Bureau of Convention & Exhibition Affairs won the “2019 Golden Five Star Excellent MICE Management Organization Award”; Xiamen Convention & Exhibition Association won the "Pacesetter Convention and Exhibition Association Award", "2019 China City Excellent Convention and Exhibition Association Award", and the member contribution award of Asian Federation of Exhibition & Convention Associations (AFECA); 2019 Xiamen International MICE Week won the "China City Excellent Conference Project Award".
I. The exhibition industry maintains a steady development
Xiamen has continued to explore and innovate the exhibition industry and gave full play to the brand effect in 2019, maintaining a steady development trend in the exhibition market, with a rise in the overall number and a slight increase in the exhibition area. The city accommodated a total of 236 exhibitions throughout the year, with a year-on-year growth of 3.06%. The total exhibition area for the whole year reached 2.4003 million square meters, up 1% year on year; and the exhibitions of the whole year attracted 110,200 overseas exhibitors from more than 150 countries and regions worldwide, 461,300 domestic exhibitors, and 5.2124 million visitors, with 2.2951 million exhibitors at home and abroad staying in Xiamen per day. 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. 2019 witnessed a total of 25 newly-held exhibitions, including 8 with a scale of more than 10,000 square meters for the first time, which presents good prospects and potential, thus greatly boosting the development of related industries and market expansion in Xiamen.
II. The convention market is booming
2019 saw a more active convention market in Xiamen, with a relatively rapid growth rate. The convening of Xiamen MICE, Culture and Tourist Industry Development Forum has accelerated the high-level and high-quality development of the cultural tourism convention and exhibition industry in Xiamen, blaring the call to build a famous cultural tourism mice city from a higher starting point. The city received 9,978 commercial conferences of more than 50 people, up 7.73% year on year. A total of 2.0504 million participants from home and abroad attended conferences in Xiamen in 2019, up 8.88% year on year, with about 10.018 million persons staying in Xiamen throughout the year, up 3.95% year on year.
III. The economic benefits yield remarkable results
A steady growth trend has been maintained in the convention and exhibition industry in 2019, with the economic benefits improving steadily. With its contribution to the national economy continuously enhanced, the exhibition economy has become an important force in promoting Xiamen’s economic growth and building a modern market economic system and an open economic system. Xiamen’s convention and exhibition industry achieved economic benefits of 45.094 billion yuan throughout the year, up 12% year on year, of which the economic benefits of the exhibition industry totaled 17.521 billion yuan and that of the convention industry amounted to 27.573 billion yuan.
IV. The convention and exhibition facilities get an expansion and upgrading
With the opportunity of the China Golden Rooster & Hundred Flowers Film Festival settled in Xiamen, 2019 witnessed further expansion and upgrading in the convention and exhibition facilities of Xiamen. The newly built and in-service Xiamen International Conference & Exhibition Center B8 Exhibition Hall (Strait Grand Theater) serves as the main venue of the 28th Golden Rooster & Hundred Flowers Film Festival, with a main exhibition hall area of about 10,000 square meters. Xiamen International Conference & Exhibition Center has completed the construction of an underground parking lot with 1,250 parking spaces (now a total of 3,340 parking spaces are available), further optimizing the security environment of the center. Xiamen Fliport C&E Center was put into service in the second half of the year, with an exhibition hall area of 30,000 square meters. High-grade hotels such as Tianyuan Hotel Xiamen, Wyndham Grand Plaza Royale Yuzhou Xiamen, Ginlan Jia Xiamen Dynasty and Howard Johnson Jimei Lake Plaza Xiamen have opened and operated in succession, further enhancing the conference reception capacity and level of Xiamen.
At present, 23 exhibition venues in the city can undertake exhibitions of more than 1,000 square meters, covering an area of 274,700 square meters. The 130 hotels and conference centers that can undertake conference activities offer 928 conference rooms of various types, covering a total area of 200,900 square meters.
The annual utilization rate of the Xiamen International Conference & Exhibition Center and Xiamen Fliport C&E Center is 36.8% and 17.8% respectively.
V. The marketing receives rich fruits
In 2019, Xiamen has further strengthened the construction of an international marketing platform and stepped up efforts in international marketing. Centering on the theme of “BRICS CHINA, MICE XIAMEN”, the municipal bureau of convention & exhibition affairs produced such promotional materials as brochures in Chinese and English, promotion PPT, and promotional videos of Xiamen convention and exhibition. The annual total click-through rate of the convention and exhibition website (Information Website of Xiamen Convention and Exhibition Industry) broke through the 13 million marks, including 11.59 million for the Chinese version and 1.41 million for the English version. The visiting IPs come from 70 countries and regions around the world. The “2019 Xiamen International MICE Week” has been successfully held. More than 80 exhibition enterprises in the city have been organized to participate in China (Shanghai) Incentive Travel & Conventions, Meetings (IT&CM), the 9th Expo Project Fair for International Cooperation (EPFIC), the 12th China Meetings Industry Convention (CMIC), the 2019 Global Association of the Exhibition Industry UFI China Club (UCC) Annual Congress and Capital Roundtable, China Convention and Exhibition Economic Development (Jinan) Summit Forum and other domestic marketing promotion activities. Besides, for the first time, the municipal bureau of convention & exhibition affairs organized enterprises to set up booths at the Incentives, Business Travel & Meetings Expo (IBTM) in Barcelona, and organized a delegation to participate in the Worldwide Exhibition for Incentive Travel, Meetings & Events (IMEX) in Frankfurt, the 2019 UFI Global Annual Congress and Asia-Pacific Summit, the 58th International Congress and Convention Association (ICCA) Global Annual Meeting, the UFI Global Congress, the Global Annual Meeting of International Association of Exhibitions and Events (IAEE) and other well-known exhibition exchange platforms. A total of 88 soft-sell articles, 13 hard-sell advertisements, and 120 pieces of news were published in the industry's media columns throughout the year. There are 6 issues of Strait MICE and 22 issues of Xiamen MICE News were published throughout the year.
VI. The policy guarantee system is improved
In 2019, to implement the Opinions of the CPC Xiamen Municipal Committee and Municipal Government on Adhering to High-quality Development and Implementing Catch-up for the Construction of a High-caliber Beautiful, Modern and International City, and boosting the high-quality development of Xiamen's convention and exhibition industry, the municipal bureau of convention & exhibition affairs has formulated the Three-year Action Plan for the High-quality Development of Convention and Exhibition Industry in Xiamen. The 144-hour visa-free transit policy for foreigners implemented as of January 2019 has provided great convenience for foreigners to visit Xiamen for attending conferences and exhibitions, and also provided opportunities for the international and high-end development of Xiamen's convention and exhibition industry. In March, Haicang District launched a new exhibition support policy and issued the Notice of Incentive and Support Measures for Accelerating the Development of Tourism Convention and Exhibition Industry in Haicang District (X.H.Z. (2019) No. 31). In October, Tongan District issued the Supplementary Notice of Tongan District Culture and Tourism Bureau of Xiamen and Tongan District Finance Bureau of Xiamen on the Interim Administration Measures for the Use of Special Funds for Tourism Development in Tongan District (X.T.W.L. (2019) No. 26), which fills the gap in the support policies for the convention and exhibition industry in Tongan District, and is conducive to motivating the holding of conference activities in Tongan District and pushing forward the development of cultural tourism in Tongan District. Xiamen Municipal Bureau of Convention & Exhibition Affairs and Xiamen Municipal Bureau of Finance jointly issued the notice of the Opinions of Xiamen on Further Promoting the Supports for Development of the Convention and Exhibition Industry (X.H.Z. (2019) No. 58) in November, and jointly issued the notice of the Detailed Rules for the Application and Implementation of Special Funds for the Development of Convention and Exhibition Industry in Xiamen (X.H.Z. (2019) No. 60) in December, further standardizing and improving the relevant policies. The support policies for convention and exhibition in the city and the districts are superimposed and supplemented, with policies at the municipal and district level linked, which stimulate the enthusiasm of the society to hold exhibitions and conferences.
The industry competent departments and relevant departments of the city and various districts have cooperated with industry associations to establish a linkage mechanism for close contact and full cooperation, which has effectively promoted the optimization of the convention and exhibition environment in Xiamen. Due to the reform of government institutions and the adjustment of convention and exhibition management institutions, relevant departments and entities have timely convened working coordination meetings in due time to ensure that such functional adjustment has no effect on the implementation of convention and exhibition policies and gives full play to the leverage of policies, thereby facilitating the development of convention and exhibition industry. The city-district linkage has been strengthened through various channels, and efforts have been joined to effectively conduct the convention and exhibition marketing work, so as to push forward the development of the convention and exhibition industry.
VII. The total factor of industry chain develops in harmony
Xiamen’s convention and exhibition industry chain becomes more perfect in 2019, with the social service guarantee capacity furthered improved. According to statistics, more than 400 enterprises have joined the municipal convention & exhibition association by the end of 2019, with the scope of business covering the upstream, midstream and downstream links of the conference and exhibition activities. All the major sectors of the industry chain in Xiamen have developed to varying degrees. First, exhibition organizations show a diversified development, and industry associations, media, and large state-owned enterprises have set foot in or expanded the convention and exhibition market. Xiamen convention and exhibition enterprises also actively plan new exhibition projects, with the convention and exhibition industry team further expanded. Second, the team engaged in conference services has expanded continuously, and more than 80 enterprises have carried out conference services all year round. Third, the number of hotels and conference centers that undertake conference activities in the city has increased, with 130 ones included in the statistics. High-grade hotels such as Tianyuan Hotel Xiamen, Wyndham Grand Plaza Royale Yuzhou Xiamen, Ginlan Jia Xiamen Dynasty and Howard Johnson Jimei Lake Plaza Xiamen have put into operation in succession, which has further enhanced the conference reception capacity and level of Xiamen. Fourth, the professional level of exhibition design and construction enterprises has been continuously enhanced. 118 enterprises have obtained the qualifications of exhibition design and construction engineering, up 15.7% year on 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. Innovative development is made in convention and exhibition education and training
Training activities of "Xiamen MICE Youth Salon" have been planned and organized to improve the quality of personnel engaged in the convention and exhibition industry. Xiamen MICE Youth Salon launches special salons centering on the topics of interest to young exhibition talents, such as "organization and management of self-organized exhibitions" and "organization and hosting of large-scale conferences". Varied elites in the industry have been invited to have a dialogue with the youth and share their practical experience in convention and exhibition. Xiamen's model for training exhibition talents has been thereby created. Xiamen MICE Youth Salon is an innovative act of Xiamen to cultivate exhibition talents, which has aroused enthusiastic responses in Xiamen's convention and exhibition industry. A total of 8 youth salons had been held by the end of 2019, attracting over 1,000 participants in total; statistics show that the total number of online VOD reached 613,400.
IX. Cooperation at home and abroad is getting increasingly closer
In 2019, Xiamen held a seminar on the integrated development of the Fujian convention and exhibition industry, which exerts a positive effect on accelerating the integrated development of the Fujian convention and exhibition industry. Xiamen Municipal Bureau of Convention & Exhibition Affairs signed a strategic cooperation agreement with the International Congress and Convention Association (ICCA) on conducting long-term all-round strategic cooperation; introduced the international conference bidding training of the International Association of Professional Congress Organizers (IAPCO), and implemented the first international conference bidding center of IAPCO; and cooperated with the Society for Incentive Travel Excellence (SITE) to organize intermediate training for Certified Incentive Specialist (CIS). During the 2019 Xiamen International MICE Week, relevant activities have been jointly held by industry-renowned international organizations like ICCA, IAEE and SITE, convention and exhibition industry institutions of Hong Kong, Macao and Taiwan, and emerging market countries like BRICS and Mexico. The participants include more than 20 exhibition organizers from Europe and the US, persons in charge of exhibitions and professors of colleges and universities at home and abroad, and the main responsible persons of more than a dozen cities' exhibition associations. The municipal convention & exhibition association has actively participated in the activities of the Asian Federation of Exhibition & Convention Associations (AFECA), and strengthened its cooperation with convention and exhibition institutions of Asian countries.
X. Prospects and expectations for 2020
With the joint efforts of all sides, the convention and exhibition industry in Xiamen overcame the impact of adverse factors such as the China-US trade war and made gratifying achievements in 2019. However, there still exist such problems as the narrowing growth rate of the total exhibition scale; the weak R&D and cultivation of brand exhibitions and conferences; the ineffective integration of exhibition and industry; and the bottleneck of talent introduction and cultivation that is hard to break.
Looking to 2020, we have full confidence in the victory over the pandemic and the resumption of work and production under the leadership of the CPC Central Committee, and we are full of expectations for the development of the convention and exhibition industry. However, given the severe and complex situation of the epidemic prevention and control worldwide and the arduous task of preventing imported cases from abroad and resurgence at home, the convention and exhibition industry faces great challenges in its recovery. The virus knows no borders, and no country or region can be immune from it. Seeing that the convention and exhibition industry serves as a platform for economic, trade, cultural, scientific and technological exchanges between China and foreign countries, it is difficult and risky to fully accomplish the annual development goals of the convention and exhibition industry in the era of economic globalization.
Looking ahead, we embrace high expectations. The reform of government institutions will be fully completed, various relations will be further straightened out, the convention and exhibition industry will be supported by more perfect policies, the convention and exhibition environment will be more optimized, and the industry services will be more approachable. It will become the norm to attach equal importance to the epidemic prevention and control and the recovery of the convention and exhibition industry. Danger and opportunity always coexist. Progress will be made in such aspects as exhibition service innovation, project R&D introduction and reserve, integrated development of convention and exhibition industry, integrity construction of convention and exhibition team, personnel training and quality improvement, application of new technology, new material and new process, and marketing at home and abroad for the convention and exhibition industry in Xiamen. The darkness will soon pass and the sun will breakthrough. Xiamen's convention and exhibition industry will achieve "nirvana rebirth" and create new splendid achievements.

Guided by: Xiamen Municipal Bureau of Convention and Exhibition   Sponsor: Xiamen Convention and Exhibition Association
Phone:86-592-5959353\2213713   Fax:86-592-2213716   E-mail:xmcea3@163.com
Technology: Xiamen Economic and Trade Information Center