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Xiamen Convention & Exhibition Industry Development Report (2016)
2017/4/21

An Overall Review on the Development of Xiamen’s Convention & Exhibition Industry in 2016


Chapter I Overview

As an important part of modern service industry, Xiamen convention & exhibition industry makes positive contribution to promoting both urban transformation, industrial innovation, market prosperity, function expansion and city quality improvement, and is of great significance for promoting the implementation of China’s global strategy. So the industry has been received great attention from central and local governments and is recognized as an important platform for construction of modern market and open economy system by The State Council. Xiamen convention & exhibition industry has played an important role in assisting Xiamen to become a national central city, promoting industry innovation and convergence, so it is highly valued and recognized by Xiamen Municipal Party Committee and Xiamen Municipal Government.


In the year of 2016, instructed by Xiamen Municipal Party Committee and Xiamen Municipal Government, motivated by both districts and municipal policies and pushed by Xiamen Municipal Bureau of Convention & Exhibition Affairs, Xiamen’s convention & exhibition industry fully reached annual objectives by way of optimizing the industry’s structure, expanding its scales, enhancing its qualities, improving its internationalization global development, increasing its benefits and bettering various market elements. Throughout the year, Xiamen held 230 exhibitions covering exhibition area of 2,150,000 m2 and undertook 7,350 conferences attracting 1.62 million participants, contributing economic benefits of 36,545 billion Yuan, up by 14.9%, and realizing new growth as well as new developments.


The achievements made by Xiamen’s convention and exhibition industry in 2016 won commendation and recognition from within the industries inside and outside China. In 2016, China International Fair for Investment & Trade, and China Xiamen International Stone Fair won Outstanding Trade Exhibition Award from Asian Federation of Exhibition & Convention Associations (AFECA). Xiamen International Exhibition Center was awarded Outstanding Venue Award by AFECA. China International Fair for Investment & Trade, China Xiamen International Stone Fair and China Xiamen International Buddhist Items & Crafts Fair won China National Brand Exhibition Award from China City Association of Convention & Exhibition(CCACE). Xiamen Industry Exposition and Cross-strait (Xiamen) Cultural Industries Fair won China Regional Brand Exhibition Award from CCACE. Xiamen was respectively awarded Golden Five-Star Outstanding MICE City 2016 by China International Conference & Exhibition, The Most Well-Being Exhibition City 2016 by China Conference & Exhibition and The Most Competitive MICE City by China Convention/Exhibition/Event Society. Furthermore, Xiamen was among  Top 54 as World Powerful MICE City and Top 10 in the Mainland of China, as published by SMI (co-established by the Ministry of Commerce and Shanghai Municipal Government) in Report on Dynamic Assessment and Research of Exhibition Industry in 2016 inside and outside China.


I. Exhibition Industry  Made Remarkable Achievements  

In 2016, Xiamen held 230 exhibitions, increased by 37 or 19.17%  over last year. The total exhibition area reached 2,150,000m2, increased by 240,000 m2 or 12.57% over last year. All over the world, the exhibition scales of China International Fair for Investment & Trade, China Xiamen International Stone Fair and China Xiamen International Buddhist Items & Crafts Fair respectively remained Top 1 in their professional exhibition areafield. Xiamen Industry Exposition, Cross-strait (Xiamen) Cultural Industries Fair and China Xiamen International Industry Tea Fair have been achieving steady growth. Self-cultivated professional exhibitions have received remarkable results. Throughout the year, Xiamen planned and organized more than 20 new professional exhibitions which reached the highest growth ever. Six debut exhibitions including International Collection Investment Fair, China Xiamen International Music Exhinition, X-AGG, Asia Sexual Health & Adult Lifestyle Branding Exhibition, and China Marathon Expo, each boasted an exhibition area over 10,000m2.


II. Convention Industry Continued to Flourish

In the year of 2016, with the incentives provided by both districts and municipal policies, Xiamen’s convention industry improved service quality, expanded cooperation channels, strengthened marketing, boomed and made remarkable achievements. Throughout the year, Xiamen held 7,350 business conferences respectively with 50 or more participants, up by 1,022 or 16% over last year; 247 large-scale conferences, up by 59 or 31.38% over last year; 76 international conferences, up by 25 or 49.02% over last year. The total number of participants from home and abroad totaled 1,620,000, up by 20% over last year. The total visitors participating in conferences and events in the year reached 7.776 million/day, up by 44% over last year. Xiamen ranked 10th in ICCA- published list of Global Conference Destination City 2015.


III. Steady Growth in Economic Benefits 

While the convention and exhibition industry gained less direct benefits, its huge flows of talents, products, funds and information are of great importance to drive the development of all industries and increase regional economic benefits. According to the consumption survey on conventions, and exhibitions, hotels, exhibition venues and participants from home and abroad, Xiamen’s convention and exhibition industry created the overall economic benefits of 36.545 billion Yuan, up by 4.741 billion Yuan or 14.9% over last year. The overall economic benefits contributed direct benefits 17.147 billion Yuan, up by 3.805 billion Yuan or 28.5% over last year, and contributed economic benefits of 19.378 billion Yuan, up by 0.936 billion Yuan or 5.1% over last year. The role of Xiamen’s convention and exhibition industry has been strengthened in terms of fusing and driving the city’s main industry, and stimulating the growth of city’s national economy. Xiamen’s convention and exhibition industry is becoming a primary force for boosting the steady growth for national economy. 


IV. Further Improving Convention & Exhibition Facilities 
Xiamen International Conference & Exhibition Center Phrase Ⅳ was completed in 2016, of which the functions had been improved and optimized, potential had been expanded and tapped, and use space effectively expanded, covering 160,000 m2 indoor exhibition spaces. Xiamen Culture and Art Center made great efforts to undertake exhibitions in technology, culture and art. Jimei Civil Square, with an indoor spaces over 10,000 m2, was put into use. Xiamen Wutong Fliport Exhibition Center and Haicang Cangjiang Convention & Exhibition Center are under construction. At present, there are 28 venues to hold exhibition events with indoor area of 291,900 m2, up round 19.1% over last year.

There were 119 high-end hotels in all in Xiamen (117 of them were taken into statistics), the same as last year. The total number of conference rooms in Xiamen increased to 784 and the total area of conference rooms to 158,9000 m2. There were 12 large-scale conference facilities, such as Xiamen International Conference & Exhibition Center, Xiamen International Conference Center, People’s Hall of Xiamen, Xiamen Culture & Art Center, Xiamen National Accounting Institute and the other conference facilities in various Xiamen colleges, which roughly met the needs of various conferences from home and abroad. 


V. Development for International Marketing 
The year of 2016 is an important year for Xiamen’s convention & exhibition industry to go global. Xiamen Municipal Bureau of Convention & Exhibition Affairs and Xiamen Convention & Exhibition Association jointly enhanced the construction of international marketing platform, strengthened global marketing and achieved outstanding marketing results. At the beginning of 2016, Xiamen Municipal Bureau of Convention & Exhibition Affairs collected Xiamen MICE Global Marketing Solution both inside and outside China, which aroused the concerns and participation worldwide. Xiamen MICE International Marketing Forum, organized by Xiamen Municipal Bureau of Convention & Exhibition Affairs, was launched in May 2016. Mr. Noor Ahmad Hamid, Asia Pacific Region Director of ICCA, Mrs. Yao Hong, a member of committee for China Association of Travel Services and GM of Boyue Consultation, Mrs. Kitty Wong, Vice President of TEXCO and GM of K&A International Co., Ltd., Mr. Zhong Bing, publisher of MICE CHINA, Joseph Sze, former chief representative of Singapore Tourism Board) and Vice President of MICE China, and other Chinese and foreign senior experts were invited to the forum to deliver speeches. In September 2016, China (Xiamen) Meeting & Incentive Global Development Forum was jointly organized by Xiamen Municipal Bureau of Convention & Exhibition Affairs, SITE, ICCA, and ICESAP, which attracted wide attention from within the industry. 

On In November, Coco-hosted by Xiamen Municipal Bureau of Convention & Exhibition Affairs, Hong Kong Trade Development Council, Macao Trade & Investment Promotion Institute and Taiwan Exhibition & Convention Association, and undertaken by Xiamen Convention & Exhibition Association, Cross Strait Four Regions (Xiamen) on Exhibition Cooperation Forum and Xiamen International MICE Week made a great success. Except for the Exhibition Cooperation Forum, the International Week also successfully introduced AFECA AGM, China MICE Competition, etc., which attracted more than 1200 exhibition participants and students from over 20 countries and regions to join the relevant forums, negotiations and competitions. Xiamen International MICE Week has become an important bridge to link Xiamen MICE industry with Taiwan and the world, winning widely recognition from Cross Strait regions and Asia.

In 2016, Xiamen Municipal Bureau of Convention & Exhibition Affairs and Xiamen Convention & Exhibition Association enhanced cooperation with international exhibition associations such as UFI, ICCA, AFECA as well as domestic exhibition organizations, repeatedly dispatching Xiamen enterprises to Beijing, Shanghai and foreign countries to conduct MICE communication and marketing projects. Particularly, Xiamen’s convention and exhibition industry promoted marketing activities by sending delegations to attend The 83th UFI Annual General Meeting held in Shanghai and The 55th ICCA Annual General Meeting held in Kuching Malaysia, improving its publicity at home and abroad. 

The functions and influence of the Public Information Service Platform of Xiamen’s Convention and Exhibition Industry were further expanded. The Chinese version of the website had received 4 million visits and its English version, 90,000 visits. According to survey, the website visitors were from 60 different countries and regions. Instructed and guided by Xiamen Municipal Bureau of Convention & Exhibition Affairs, Xiamen Convention & Exhibition Association published Strait MICE Magazine which followed the principle of rooting setting root in MICE, based in the mainland of China Mainland, serving Cross Straits areas and linking Asia-Pacific areas. The magazine was content-rich and vivid, gaining support and favor from Hog Kong, Taiwan and over 50 industrial associations in the mainland of China who, one after the other, signed strategic cooperation agreements with it. Strait MICE has become a new marketing platform for Xiamen’s convention and exhibition industry. Xiamen Convention & Exhibition Association increased the circulation of Xiamen Exhibition Trends which sold 1,260 hard copies and 16,359 electronic copies in the year. The Trends has become an important carrier for the industries at home and abroad to get better understand of Xiamen’s convention & exhibition industry. 

VI. Municipal and Districts’ Policies to Stimulate Growth 

Policies are the guideline to industry and the lever to explore market. In 2016, Xiamen issued Opinions on Accelerating the Innovation and Development for Xiamen Convention & Exhibition Industry, (Guo Fa [2015] No.15) which proposed the development targets and specific measures for Xiamen’s convention and exhibition industry. Xiamen Municipal Bureau of Convention & Exhibition Affairs and Xiamen Convention & Exhibition Association strengthened their publicizing, promotion and implementation of reward policies distributed by both Municipal Government and Siming District Government. Jimei, Huli and Haicang Districts also successively issued the relevant reward policies for supporting convention and exhibition. The two-level reward policies stimulated the enthusiasm of society organizations to hold exhibitions and conventions in Xiamen. Exhibition industry independently staged more than 20 exhibitions. The amount of conventions and exhibitions achieved double-digit growth, which fulfilled the annual development goal. 


VII. Further Optimizatione of Industrial Chain

As an important part of modern service industry, convention and exhibition industry is a cross-industry, cross-field and cross-sector industry that involves numerous categories and fields, demanding the joint cooperation from various sectors. In 2016, Xiamen’s convention and exhibition industry witnessed further improvement of that industrial chain and further strengthening of the social services. A large number of exhibition enterprises are fast growing of which the ability to undertake conventions and exhibitions has been used nationwide. Large celebrated enterprises in this industry keep emerging. Two decades ago, convention and exhibition institutes were introduced to Xiamen, but Xiamen is now able to introduce self-cultivated conventions and exhibitions nationwide. Xiamen’s home-based brand enterprises such as Jinhongxin, Phoenix, Valuedshow, Wenguang C&E and C&D C&E successfully undertook exhibition around the country while doing well in Xiamen. Each year Intop, L&C and the exhibition enterprises organized teams to participate in overseas exhibitions in around 10 countries. Intop’s website was listed as public information service platform for international exhibitions by Trade Development Bureau of the Ministry of Commerce, winning glory for Xiamen. By the end of 2016, over 350 organizations covering 20 fields, including exhibition & convention centers, exhibition and convention enterprises, restaurants, hotels, travel agents, venue design & construction, customs clearance, transportation, MICE education, translation and catering service joined Xiamen Convention & Exhibition Association. A complete convention and exhibition industrial chain has been formed which offers good social service to build Xiamen into an international MICE city.


VIII. Effective Cooperation Between Domestic and Foreign Convention & Exhibition Industries

Strengthening international marketing and enhancing cooperation between domestic and foreign convention & exhibition industries are the vital measures for Xiamen’s convention and exhibition industry to improve its internationalization, global publicity and influence as well as expand its industry share. In 2016, with the supported of Xiamen Municipal Party Committee,  Xiamen Municipal Government and other relevant departments, Xiamen’s convention and exhibition industry achieved remarkable results by strengthening international marketing and enhancing cooperation between domestic and foreign convention & exhibition industries. First, Xiamen Municipal Bureau of Convention & Exhibition conducted international marketing activity by collecting global market solutions at home and abroad, organized Xiamen MICE International Marketing Forum, joined ICCA, enhanced communication with UFI and dispatched teams to participate in UFI AGM. Second, Xiamen Convention & Exhibition Association devoted great effort to work with Asian Federation of Convention & Exhibition Associations(AFECA): it repeatedly attended AFECA meetings and built up cooperation within industries from Asian countries, successfully undertook AFECA AGM and invited more than 200 MICE college tutors and students from over 20 countries and regions to Xiamen for survey and competition, thus extending Xiamen’s influence in Asian convention and exhibition industry. Moreover, Xiamen Convention & Exhibition Association was re-elected as AFECA Board Member, enlarging its voice influence in the associations. Third, the success in hosting 2016 Cross-Straits Four Regions (Xiamen) Forum on Exhibition Cooperation enabled both Xiamen Municipal Bureau of Convention & Exhibition Affairs and Xiamen Convention & Exhibition Association to deepen exhibition cooperation with Hong Kong, Macao and Taiwan. The forum consolidated and reinforced the construction of a platform for cross-straits exhibition cooperation. Fourth, Xiamen Convention & Exhibition Association was elected as the President Unit while enhancing cooperation and communication with domestic municipal-level convention and exhibition organizations. Xiamen Municipal Bureau of Convention & Exhibition Affairs built up cooperation and communication with more than 30 cities around the country, received survey delegations from over 20 cities and gave introduction of profile on Xiamen MICE. Relying on China City Association of Convention and Exhibition and Strait MICE, Xiamen Convention & Exhibition Association built up cooperation with more than 60 domestic cities while receiving convention and exhibition delegations from over 30 cities. With deeper collaboration and communication, Xiamen’s convention & exhibition policies,environment and projects had enjoyed high reputation and influence among in the mainland of China, Cross-Straits regions and abroad.

 

IX. Broad Promising Prospects and High Pressures in 2017
In 2016, Xiamen’s convention and exhibition industry intensified reform and promotion, and fulfilled the development target for the year though in spite of the pressures coming from complex and varying global economy and security, and competitions arising from convention and exhibition industries in Yangtze River Delta, Zhujiang Delta, Bohai surrounding area as well as the upper and middle Yangtze River. However, in view of domestic and international competition, bottlenecks and various difficulties and pressures are still hindering the development of Xiamen’s convention and exhibition industry. First, Xiamen is limited by lacking of large-scale exhibitions, weak industrial infrastructure, slow growth of small exhibitions while lacking efforts for introducing large-scale exhibitions. Second, Xiamen has only a few international conventions especially well-known activities and lacks of the ability to self-cultivate convention events. Third, the attention paid by Xiamen to the construction of hardware system is not sufficient, leading to deficiency of hardware facilities, and long-lasting issue of heavy traffic and parking difficulty around the Convention and Exhibition Center. Fourth, Xiamen has few ultra-large conference venues. Fifth, cultivation of talents in this field and introduction of such high-end talents are in shortage, which will be a potential threat to the progress of Xiamen’s convention and exhibition industry. Sixth, domestic and international marketing activities are not strong enough. Particularly iIn the first half of this year, some exhibitions and meetings have been rescheduled or canceled because of venue reconstruction and optimization. Therefore, it will’d be harder for Xiamen’s convention and exhibition industry to fulfill the target for this year.

In 2017, conflicts between big powers will definitely vary the global politics, economy and security patterns. However, positive elements for global economy recovery are emergingis, which will bring convention and exhibition industry new opportunity. With the full implementation of national The Belt and Road initiative and BRICS Leaders’ Summit in Xiamen, Xiamen Municipal Committee and Xiamen Municipal Government will pay more attention to convention and exhibition industry, hence further optimizing its environment and enhancing its global publicity. Xiamen’s convention and exhibition industry will definitely embrace an even brighter future. Xiamen Municipal Bureau of Convention and Exhibition Affairs will take measures to integrate relevant resources and channels and carry out marketing activities of BRICS Xiamen which will further boost the international as well as high-end development of Xiamen’s convention and exhibition industry. Xiamen’s convention and exhibition industry will make new contribution to our the city’s economy and society by driving development of main industries and attracting investments from the world.


 

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