Corporate expansion abroad brings new opportunities for MICE
According to Li Zhang, President of UCC, despite uncertainties in the global economic environment, corporate demand for MICE services remains strong
This is particularly true in the post-pandemic era, as companies are placing greater emphasis on enhancing team cohesion and brand influence through MICE events.
UCC serves a wide range of industries, including technology, finance, insurance, pharmaceuticals, automotive, and fast-moving consumer goods. The fundamental reason for these companies to choose professional MICE service providers is to outsource non-core business functions, allowing them to focus on their main operations.
According to Li Zhang, in an era where globalisation and personalised demands coexist, corporate clients are looking for more than just service providers—they want strategic partners in their global expansion journey. As more Chinese companies venture into international markets, this “going global” trend is creating new business opportunities for MICE service providers.
Looking further into 2025, Li Zhang expects the market to continue its gradual recovery, with a steady upward trend. In particular, the surge in demand for Chinese companies expanding overseas and the growing integration of business and leisure travel will further drive the demand for MICE services.
“Corporate clients consider multiple factors and long-term benefits when they are selecting destinations”
Four key dimensions for evaluating destination differentiation
According to Li Zhang, corporate clients consider multiple factors and long-term benefits when they are selecting destinations. A large number of international destinations remain highly favoured, including Europe (such as France, Italy, and Switzerland), Southeast Asia (such as Singapore and Thailand), as well as Japan and the United States. These destinations not only offer rich cultural resources and well-established MICE facilities but also provide diverse experiences that cater to the growing trend of bleisure.
Based on UCC’s experience, the key factors of consideration for choosing an international MICE destination include:
Safety: Security and stability of destinations
Providing a safe and stable environment is the top priority. This includes political stability, public security, and public health conditions.
Convenience: Business, policy, transportation, and entertainment accessibility
Well-developed infrastructure, such as efficient transportation networks, modern conference venues, and high-quality accommodations and dining options, is essential.
Destination appeal: Culture, natural landscapes, and business facilities, and more
The cultural uniqueness and richness of destinations’ tourism resources, along with their alignment with the corporate brand image and event theme, are also crucial factors.
Cost-effectiveness: Balancing total budget and service quality
Cost considerations remain key, encompassing not only direct event expenses but also potential costs such as exchange rate fluctuations and tax policies.
As clients’ factors of consideration may vary, identifying and addressing these differences is precisely where professional MICE companies should focus their differentiated services, noted Li Zhang.
MICE in the spotlight at ITB China 2025
As China’s MICE industry experiences a shift, with traditional models adapting to meet rapidly evolving and innovative demands, ITB China 2025 continues to serve as a premier platform for industry professionals looking to connect with the dynamic MICE and business travel market.
A survey of ITB China buyers revealed that up to 70% have a demand for sourcing MICE and business travel products, underscoring its growing importance. This year, ITB China is offering travel professionals unmatched opportunities to connect with China’s rapidly expanding MICE industry, featuring nearly 400 exhibitors showcasing MICE-related products and services – a 30% increase from last year. The MICE segment at ITB China 2025 is shining the spotlight on convention and visitor bureaus, accommodation providers, transportation companies, travel services, and tech innovators from around the globe. This year’s standout exhibitors include the Hong Kong Tourism Board, Korea Tourism Organization, Malaysia Convention and Exhibition Bureau, Abu Dhabi Convention and Exhibition Bureau, Business Events Sarawak, among many more.
Alongside the exhibition, the ITB China Conference is presenting a curated programme of expert-led discussions and tailored forum sessions, offering insights into the trends shaping the future of MICE and business travel, supported by key partnerships with leading organizations and media including the Society for Incentive Travel Excellence (SITE China), HuiZhanBEN, the China Business Event Industry Committee (CBEIC), and the Digital Procurement Professional Committee under CECC (DPPC).
会奖服务动荡与需求并存，企业出海带来新机遇
众信博睿总裁张莉表示，尽管全球经济环境充满不确定性，但企业客户对会奖服务的需求始终保持强劲态势。
这一趋势在后疫情时代尤为明显，企业愈发重视通过会奖活动来提升团队凝聚力与品牌影响力。
众信博睿服务的行业覆盖广泛，客户主要来自科技、金融、保险、医药、汽车及快消品等领域。张莉指出，这些企业选择专业会奖服务商的根本原因在于将“非核心业务外包”，使企业能更加聚焦主业。
张莉表示，在全球化与个性化需求并存的时代背景下，企业客户不再满足于单一的服务执行商，而是更希望找到真正理解其业务战略的的长期合作伙伴。因此，随着越来越多中国企业加速“出海”步伐，全球会奖服务需求随之增长，MICE行业正迎来前所未有的市场机遇。
展望2025年，张莉预计会奖市场将继续呈现温和上扬趋势，尤其是中国企业出海带动的需求井喷，以及“商务+休闲”（Bleisure）融合趋势的兴起，将持续促进新的需求增长。
“企业客户在挑选目的地时，会从多个角度评估长期效益。”——张莉
目的地选择的四大核心维度
企业客户在选择境外会奖目的地时，往往从多个维度进行综合考量，既重视当下效果，也关注长远价值。张莉表示，目前最受欢迎的国际目的地包括：欧洲（如法国、意大利、瑞士）、东南亚（如新加坡、泰国），以及日本和美国。这些地区不仅拥有丰富的文化资源和成熟的会奖基础设施，还能提供多元化的体验，契合当前“商旅融合”的主流趋势。
根据众信博睿的客户反馈，客户在目的地选择上的核心考量主要聚焦以下四个维度：
- 安全性：目的地的政治稳定、治安状况及公共卫生保障是首要前提；
- 便利性：交通、政策、商务接待和娱乐配套的便利程度，影响整体体验；
- 吸引力：文化特色、自然风貌、配套设施是否契合企业品牌调性与活动主题；
- 性价比：综合预算与服务质量之间的平衡，涵盖汇率波动、税收政策等潜在成本。
张莉强调，不同行业、不同企业的关注点各不相同，正是这些差异化的需求，为专业会奖公司提供了展现服务深度和差异化价值的空间。
2025 ITB China 会奖板块持续升温
随着中国MICE行业迈入提质升级阶段，传统会奖服务模式正面临重塑。2025 ITB China将继续发挥连接平台作用，为行业专业人士打造了解趋势、拓展合作的高效舞台。
根据ITB China买家调研数据显示，约70%的受访者表示有采购会奖与商务旅行产品的实际需求，这一比例正持续攀升。今年，展会将迎来近400家会奖相关参展商，较去年增长30%，展示内容涵盖会议及旅游局、酒店住宿、交通接驳、旅行服务以及科技创新等全产业链资源。
亮点展商包括：香港旅游发展局、韩国旅游发展局、马来西亚会展局、阿布扎比会议展览局、砂拉越商务活动局等行业领军机构，展现出全球会奖资源对中国市场的持续关注。
与此同时，ITB China论坛也将推出多场聚焦MICE及商务旅行的专题板块，邀请业内专家展开深度探讨。合作机构包括：国际奖励旅游精英协会SITE中国分会、会展本（HuiZhanBEN）、商务会奖产业委员会（CBEIC）、中国会展采购专业委员会（DPPC）等，共同解码行业趋势，引领未来发展方向。
