Government officials of the city of Hangzhou, a key commercial, tourism and cultural hub in eastern China, have set for themselves the goal of transforming Hangzhou into an international meetings, travel incentives, conventions and exhibitions (Mice) destination and of rebranding the city to include the new role as a Mice destination as one of its leading attributes. It has become the first Chinese city with an official Mice destination brand.
In 2016, Hangzhou’s Mice Special Offer Year Campaign brought in excess of $4.3 million, an excellent result given that the city's government only spent one fifteenth of that amount in promotional costs to generate that revenue. Hangzhou made the list of the world's top 100 Mice destination cities for the first time and was once again ranked among the top three Chinese Mice destination cities, according to the International Congress and Convention Association.
Hangzhou plans to roll out two major marketing campaigns in 2017: the °CEO Fam Trip and the Hangzhou Mice Promotion Season.
The CEO represents Hangzhou's °C experience officer, which is an offline marketing campaign inviting business executives from around the world to visit Hangzhou and experience the superior quality of the services that support Mice events and the Mice industry in the city.
The Hangzhou Mice Promotion Season, a cross-industry collaboration with China's leading e-commerce platforms, is designed to present Hangzhou's vast array of Mice resources to conference organisers, and is expected to lead directly to commitments from the organisers.
In addition, Hangzhou-based businesses directly involved in or providing services to the city's Mice industry plan to attend the leading conferences and incentive travel exhibitions held in China and abroad.