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Xiamen Embarks on International Marketing Campaign

16 May 2016 - In line with Xiamen's goal to become a leading meeting destination, Xiamen Municipal Bureau of Convention & Exhibition Affairs (XMBCEA) organised its inaugural “2016 Xiamen MICE International Marketing Forum” on 12 May 2016 at Xiamen International Conference & Exhibition Center. Held for the first time, the Forum witnessed a gathering of over 400 attendees, representing local industry association, industry players, students as well as local media, marking a new era in the history of Xiamen's meetings industry and heralding growth for times to come. 

During the Forum, 5 industry specialists - Ms. Alicia Yao (IME Consulting), Mr. David Zhong (MICE China), Ms. Judy Chen (Xiamen C&D), Ms. Kitty Wong (K&A) and Mr. Noor Ahmad Hamid (ICCA Asia Pacific) engaged in a discussion centred on destination branding and global marketing for the city.

Madam Ni Chao, Vice Mayor of Xiamen said that in recent years Xiamen had been fully implementing the "Beautiful Xiamen" strategic plan. “As one of the most liveable cities in China, Xiamen has long attracted visitors with its enchanting natural beauty and clean air.” She added, “Xiamen means ‘a gate of China’, it is one of the China Special Economic Zones and the city is set to become the next rising star in the global meetings industry.”

Building on the momentum of the Forum, XMBCEA will launch the “Xiamen International Marketing Campaign 2016”, a three-year plan in order to actively position Xiamen as a leading regional & international meetings hub.

Mr. Joeven Wang, Director General of XMBCEA, said: "Xiamen has prioritized the development of MICE industry as one of the 10 industry chains whose values are expected to exceed RMB 10 billion. Xiamen's partnership with ICCA is part of our strategic move to attract conferences that will bring a high calibre of industry leaders to the city.”

He continued, "Xiamen is the home to quite a few globally-renowned leading brand activities such as China International Fair for Investment & Trade (CIFIT), West-Taiwan-Strait Auto Expo and Xiamen Industry Exposition. In addition, we also host a number of prestigious international conferences notably the International Investment Forum, Straits Forum, UNCTAD World Investment Forum 2010, APEC Oceans-related Ministerial Meeting and the 2016 First G20 Energy Sustainability Working Group Meeting."

The 2016 Xiamen International MICE Week will also be launched in November this year where there will be a series of innovation workshops, seminars and dialogue sessions, as part of the Bureau’s concerted effort to create a platform for industry players to gather and discuss issues that impact the city’s industry’s growth and sustainability.

Now, with the goal of cementing Xiamen's position as one of the world's leading meeting destinations, this marine city is ready to wow the world with its “X-factors”.

For media inquiries/interview request, please contact:


Ms. Rowena Cai
Vice Director, Liaison Department
Xiamen Municpal Bureau of Convention & Exhibition Affairs
The Organizing Committee of China International Fair for Investment & Trade
China (Xiamen) International Investment Promotion Center


Tel               : +86-592-2669828 
Fax              : +86-592-2669830
E-mail           :
Website         :


About Xiamen Municipal Bureau of Convention and Exhibition Affairs

Xiamen Municipal Bureau of Convention and Exhibition Affairs, the official governmental unit, aims to further develop and increase Xiamen's share of the international business events market in order to grow economic development, jobs and knowledge creation. Its mission is to establish the city as a premier business event destination by helping organizers of international meetings, incentives, congresses and exhibitions plan and manage every aspect of their event.