From venues to ecosystem: How Xiamen is redefining MICE growth

As the year ends, Xiamen International Conference and Exhibition Center is bustling with three major exhibitions running simultaneously: Xiamen International Optics Fair, Xiamen International Coffee Fair, and Xiamen Sports Carnival. Together, they reflect the city's vibrant year-round development in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.

A foreign friend selects his favorite eyeglasses at the Xiamen International Optics Fair. [Photo provided by Lin Yuyang to chinadaily.com.cn]

More than just shared venues, this represents Xiamen's strategy to foster resource integration and cross-sector collaboration within the MICE field, demonstrating the growing synergy across industries.

In Xiamen, the MICE sector has evolved beyond serving as an economic indicator or a showcase of the city's image. It now acts as an engine driving industrial growth, investment, cultural tourism, and consumption.

The year-end exhibitions bring together optics technology, coffee culture, and outdoor sports, allowing distinct industries to share one exhibition space. Attendees — including professional buyers, industry insiders, and general visitors — move between zones, facilitating the flow of people, business opportunities, and information. This setup breaks away from the traditional single-theme exhibition model, helping exhibitors reach broader audiences while offering visitors a diversified, one-stop experience.

This marks a shift in Xiamen's approach: from merely hosting events to building an ecosystem that enables resource sharing and mutual value creation.In October, Xiamen also hosted the International Air Transport Association's World Safety and Operations Conference — the first time this flagship aviation safety event was held in China. It attracted over 800 delegates from nearly 70 countries and regions, underscoring Xiamen’s appeal as a MICE destination.

Recently introduced policies provide funding to help exhibitions grow in scale and quality, while encouraging events that align with the city's industrial strengths.

From January to September, Xiamen hosted 136 exhibitions and 3,135 conferences, with the economic impact of the MICE sector continuing to expand.

The "Xiamen Model" has gained recognition for its comprehensive facilities, professional services, and distinctive approach — emphasizing excellence in environment, transportation, venues, hotels, and services, along with specialization, refined operations, integration, standardization, and digital application. 

At the 17th China Meetings Industry Convention, Xiamen was named "Most Influential MICE Destination", while Xiamen International Expo Center received the "Digitally Intelligent Conference and Exhibition Center" award.

These accolades acknowledge Xiamen's progress in enhancing the internationalization, branding, and professionalism of its MICE industry, as well as its push to build an "International MICE City". They have strengthened the city's profile and laid a foundation for attracting more high-caliber events in the future.