Emerging Trends in the China MICE Industry (2025–2026)
What are the most significant emerging trends you’re observing in your country’s MICE industry for 2025–2026, and what factors are driving these changes?
In recent months, this topic has been widely discussed, and a clear direction is starting to emerge. There is a strong increase in demand for personalised experiences, as both attendees and exhibitors seek deeper, more meaningful engagement. Event formats are evolving to include creative combinations of business-to-business and business-to-consumer interactions, allowing for broader appeal and more dynamic programming.
The use of technology is rising significantly, with artificial intelligence gaining traction as a tool to enhance efficiency, content delivery, and audience engagement. At the same time, health and wellness are becoming central themes during events, with organisers placing greater emphasis on physical and mental wellbeing. Environmental consciousness is also growing, especially among younger participants who expect greater transparency and responsibility around carbon footprints and sustainable practices.
How is your market responding to the rising demand for sustainable and responsible business events?
In China, the response has been relatively slow. While some international organisers have taken the lead, and a few venues such as SNIEC have already adopted ESG principles and strategies, broader industry adoption remains limited. Without stronger enforcement or clear directives from the government, significant progress is unlikely to accelerate in the near term.
What role are government bodies or industry associations playing in supporting the recovery and growth of the MICE sector through 2025–2026?
Across many cities in Asia Pacific particularly in Hong Kong, Bangkok, Singapore, and parts of Shanghai, governments are playing an active role by providing subsidies for selected event types. Industries such as high-tech, data and communications, robotics and automation, fashion and culture, as well as AI-focused events, are among those eligible for financial support, depending on the scale of the event. Additionally, relevant government agencies are proactively promoting China’s MICE advantages abroad through international outreach and destination marketing efforts.
How is your country positioning itself to attract more international MICE events in 2025–2026, and what advantages or challenges do you anticipate?
China is actively working to attract more international visitors and, in turn, investors by easing regulations in areas such as visa issuance, individual income tax, corporate tax, and offering special allowances for eligible individuals.
Tier 1 cities like Shanghai and Beijing are leading the efforts with comprehensive MICE programmes. These initiatives aim not only to drive attendance at business events but also to promote the cultural richness of the cities, including fashion shows, luxury product launches, museums, and music and arts festivals.
The main advantage lies in the scale and diversity of these cities’ offerings, while challenges remain around regulatory consistency and the pace of implementation.
Looking ahead, which sectors or audience segments (e.g., medical congresses, tech conferences, incentive travel) are expected to drive the most growth in your country’s MICE industry?
China’s rich cultural heritage and diverse natural landscapes continue to be major drawcards for international tourism and incentive travel. On the business events front, we anticipate strong growth in specialised congresses, particularly in the fields of medicine, sports, tourism and music.
As in previous years, we remain optimistic about the continued expansion of China’s exhibition industry, with expectations for even stronger growth over the next three to five years.
Last modified: September 14, 2025
