More than a hundred buyers were attracted to Tourism New Zealand's stand during the three-day exhibition, which began on 30 August. Many showed strong interest in sending incentive groups to New Zealand in the near future. New Zealand was regarded as a premier destination for incentive travel, and one corporate buyer was very keen to put New Zealand in their travel plan for 2014, targeting over 1,400 people.
Co-hosted by Reed exhibition, Beijing Tourism Administration (BTA) and officially endorsed by China National Tourism Administration and Beijing Municipal Government, CIBTM is one of the most important corporate and business trade shows in China. It provides a dedicated platform for exhibitors to meet and conduct business with international and regional senior-level buyers, including decision-makers and buyers from corporate organisations, event management companies, incentive agencies, professional conference organizations, etc.
"It is the first time that Tourism New Zealand joined CIBTM, focusing on the MICE (Meetings, Incentives, Conferences, and Exhibitions) market in China", says Mark Frood, Tourism New Zealand General Manager Asia Markets. "This is a good opportunity for the New Zealand Conference and Incentive sector to continue to grow and develop our China business events market, to establish relationships with Chinese incentive buyers and attract business from the market. China's incentive market has huge potential and the MICE sector also provides a higher yielding market sector for New Zealand, which is a key driver in our overall China strategy".
Anna Hayward from the Auckland Convention Bureau adds, "Attending CIBTM helps us understand the China MICE market, how it works, what the clients need or want from us and what type of process is involved."
Mark Frood confirms the possibility of taking part in similar MICE exhibitions in the future. "It is a part of our strategy in building our contact base and growing our knowledge in this sector. It also is a way we can work with our NZ based operators in partnership to build a successful platform in this sector in China".
- For more information on the China market
- Check out more of TNZ's marketing activity in China