MICE sector, a new driving force in Hainan's tourism development
Hainan is fast becoming the destination of choice for meetings and events, thanks to a promotional push to highlight all that it has to offer.
The MICE in Free Trade Port – 2021 China MICE Industry Summit, along with marketing activities, have attracted buyers across various industries.
It has resulted in well over 100 MICE confirmations and cooperation intentions being received, including almost 20 events involving more than 1,000 people – attracting, in total, over 55,000 guests and almost 85,000 room nights. All of this adds up to 159 million RMB of business.
Hainan's promotional campaign has highlighted the resources, facilities and experiences available for conferences, conventions and exhibitions. This has come through multi-channel marketing and multi-format market development, further strengthening the province's appeal. MICE tourism is now a new driving force in Hainan's tourism development.
According to survey data of major conference hotels, with meeting rooms of over 800 square metres in Haikou, Sanya and Boao, the number of conference receptions increased by around 23.5% from July to December 2020, compared to the previous year.
Among these conferences, meetings with more than 1000 attendees accounted for around five percent.
Hainan is laying strong foundations for the development of MICE tourism, backed up with a continuing rise in policy support, according to an official from the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province.
During the 14th Five-Year Plan period, the provincial tourism and cultural ecosystem will take advantage of the Hainan Free Trade Port Policy, to help accelerate the construction of an international tourism consumption centre.