Imagine sitting along the Great Wall watching a fashion show, attending a conference on top of one of the world’s tallest buildings, or enjoying an exclusive 10 course dining extravaganza under the stars at the Forbidden City.

With its thriving economy and ever-growing market, China has become one of the most unique and popular destinations for corporate MICE worldwide. China possesses the attractive combination of rich cultural heritage, breathtaking landscapes and one of the world's fastest growing economies. Moreover, the country has the additional advantage of world-class service at relatively inexpensive rates, a benefit that creates endless possibilities.

As the host of big international events like the 2008 Beijing Olympics Games and the Shanghai World Expo 2010, China is home to a wealth of new opportunities. For the past decade, China has been attracting an increasing number of top-level international conferences and exhibitions, becoming one of the world’s hottest event destinations for domestic and international companies alike.

Having the proper facilities and network of services to support large groups are crucial in building the foundation for the MICE Industry. The development of international exhibition centres around China has provided an abundant amount of function space suitable for international events and tradeshows, while global hotel brands have entered the market looking for a slice of the action.

Some of the most renowned international hotel chains have also set up facilities in the major MICE destinations, such as Beijing, Shanghai and Guangzhou, to keep up with the growing demand. Even in lesser-known locations, like Xi'an, Guilin and the tropical island of Hainan in the south of China, the expansion of international hotels is among the fastest in the world.

In addition to accommodations, China also has strong transportation links, including many international airports that make it an easy destination to travel from anywhere around the globe. Direct flights and international airlines are the key for growing China as a global MICE market.

The expatriate population that currently lives in many Chinese cities is also proving to be an asset for the MICE business. For example, Shanghai’s wealth of nightclubs and bars facilitate professional links for business travellers as much as an inside track to a good time. Also, the international experience and ideas that expats bring have helped open the creative elements for entertainment, design and events.

Over the next 10 years, the MICE market will evolve into a technologically demanding industry. With the constant advancement of tech, there will be more possibilities and breakthroughs in the area of MICE, such as 3D video conferencing. These will allow events to reach a larger audience and provide more effective communications. With the fast growing economies in this part of the world, there will still be significant growth in years to come.

For those who want to learn more about the MICE industry, China is host to several large international trade shows and conventions including the Incentive Travel & Conventions Meetings (IT&CM) and The China Incentive, Business & Meetings Exhibition (CIBTM), where participants inclusive of travel agents, corporate clients, hospitality and event agencies can find out about all the up and coming things China has to offer.

Stefanie Dang is the Senior Events Manager at Offsite Connections Event Management, one of Asia Pacific's leading event design and management specialists. With offices throughout China and Australia, Offsite Connections is an international award-winning event design and management company that is celebrating its sixth year hosting a variety of events throughout Asia.

Web: www.offsiteconnections.com