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China’s booming meetings, incentives, conferences and exhibitions, or MICE, industry is attracting renewed attention from entertainment companies to luxury cruise lines around the world, as the country cements its reputation as a leading destination for international business events.
According to industry statistics, the Chinese mainland hosted 3,844 economic and trade exhibitions last year, maintaining a steady growth compared with the previous year. These reflect the continued recovery of China’s business events sector following the pandemic, supported by strong policy support and increased international engagement. San Francisco-based industry research firm Grand View Research said China’s MICE market generated about $81 billion (£61 billion) last year and is expected to grow about 10 percent a year to about $140 billion (£104 billion) by 2030.
This growth is attracting international entertainment and hospitality brands eager to enter China’s expanding events industry. These include the Canadian entertainment company Cirque du Soleil, which is known for its artistry and spectacular performances.
“We absolutely intend to come back and do shows in China,” said Duncan Fisher, chief show operations officer for Cirque du Soleil, during the Imax America 2025 trade show being held in Las Vegas from Oct. 7 to Oct. 9. “We’re working with some partners right now. We don’t have anything confirmed at this point, but I think within two to three years, we’ll be back to doing shows in China.”
Fischer, who oversees the global operations of Cirque du Soleil’s 23 ongoing shows, said the company’s recent return to Hong Kong was a promising start.
“It’s been very, very nice. It was the first time we’ve been in Hong Kong for eight years. There were also a lot of people coming from Shenzhen, more than we’d ever seen before. It was great to be back.”
Industry insiders say Cirque du Soleil’s plans are in line with broader trends in China’s events sector, in which large-scale entertainment, cultural and business events are becoming key parts of urban tourism and international exchanges.
At IMAX, Chinese exhibitors and foreign buyers also expressed optimism about deeper cooperation. Alexis Puma, a representative of Century Cruises, a luxury river cruise company that operates on the Yangtze River, said the company is expanding its MICE operations internationally.
“Many buyers want to cooperate with us to bring their customers to China,” said Puma. He said the company is dedicating two ships to global itineraries designed to boost inbound travel. “We are starting our campaign to bring many people to China.”
Chinese MICE companies are also expanding their international cooperation. Violet Wang of Shanghai’s East Star Event Management said her company recently partnered with Via Licensing Alliance, a global intellectual property organization in San Francisco, to co-organize events in China.
“The deal was struck during IMAX 2024,” Wang said. “We are pleased to partner with Via Licensing Alliance for the first time, deeply participating in the event as both a planner and organizer.”
The partnership built on previous successes such as the Via Business Summit held in Shanghai in March, which included cultural and incentive tours combining heritage and modernity, from the city’s historic Yu Garden to the futuristic Shanghai Tower, and even a Formula 1 racing experience.
“Incentives are a way for travel companies to reward customer and employee loyalty,” said Linda Wang, country director of Asia Concierge in China, which organizes tailor-made travel. “Our clients are often Fortune Global 500 corporations, foundations and associations. As event planners, we help them design meaningful events and activities in China.”
Industry experts say China’s appeal lies not only in its infrastructure, but also in its ability to integrate culture, innovation and experience into event design. With its unique cultural appeal, advanced infrastructure and expanded international connectivity, China has become one of the world’s most dynamic MICE markets.
However, Victoria Celano of agency EVX in Toronto said, “geopolitics are always going on”. “But what we are trying to do is build partnerships and build a wealth of relationships and cooperation with China.”
Joel Walton, senior director of strategic initiatives for Business Events Canada in Vancouver, echoed that sentiment, saying that while the agency’s marketing still targets North America and Europe for business events, leisure travel promotions increasingly focus on the Asia-Pacific region, “where China remains an important destination”.