PRAGUE, Nov. 20, 2017 /PRNewswire/ -- The Hangzhou Tourism Commission led by deputy director Zhuo Xinning, together with Business Events Hangzhou and several MICE enterprises of Hangzhou attended the 56th ICCA Congress with the aim of promoting Hangzhou's rich convention and exhibition resources.
The 56th ICCA Congress took place at the Prague Congress Centre in Prague, the capital of the Czech Republic, on November 12, 2017. The four-day event assembled together more than 1,200 participants from around the world, including leaders and executives from across the MICE community, as well as conference and exhibition organizers and members of the media. The number of participants nearly doubled from last year's event.
The ICCA Congress provides a key venue at which the city of Hangzhou can present what it can offer in terms of conference and exhibition resources to conference organizers from all over the world, enhance the global impact of its MICE brands and put in place channels outside of the home market.
The success of the G20 Summit in 2016 gave Hangzhou a significant opportunity to enhance its competencies in conference and exhibition services while improving the city's infrastructure. The city has demonstrated observable progress towards developing a MICE sector that fully meets the expectations of the MICE community. Following on the G20 Summit's success, Hangzhou will be hosting the 2020 Asian Games, a key happening that can be expected to deliver new opportunities to the city's industry of MICE sector, with the goal of building the city into a world-leading MICE destination.
The annual ICCA event, which the Hangzhou Tourism Commission attends regularly, this year witnessed the launch of the "Hangzhou, Inspiring New Connections" brand promotion and interactive zone, providing a stage on which the advantages of the city's MICE sector could be demonstrated to visitors via brand visibility and on-site face-to-face discussions. Several of industry insiders commented on how the hosting of G20 went a long way in making the world aware of Hangzhou as a MICE destination worthy of consideration. On the back of the G20 Summit, Hangzhou's MICE industry leaders rolled out a program to upgrade and enhance every step of the planning process, from bidding to implementation, for all types of meetings and conventions.
This year, Hangzhou has adopted some additional measures in promoting the "MICE Hangzhou" brand. The roll out by the city government of MICE preferential policies and roadshows held in China as well as abroad, have gone a long way in promoting the city as a MICE destination brand. The vision is to transform the city into one that can stand side by side with world MICE leaders, Hangzhou will continue to explore new MICE products and improve service offerings, allowing the world to re-discover the charm of Hangzhou alongside the value add provided by the MICE sector. The city has made it a key priority to attract large conferences, creating infinite possibilities and comprehensively improving the global influence of its brand.
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