From May 20 to 22, 2025 (local time), the IMEX Frankfurt 2025—a premier global event for the meetings, incentives, conferences, and exhibitions (MICE) industry—was held at Messe Frankfurt. A delegation representing Beijing’s MICE tourism sector, consisting of representatives from Beijing Municipal Bureau of Culture and Tourism and 11 leading industry players, including Beijing Capital Group Exhibitions & Events, participated in the event. Through professional presentations, targeted matchmaking, and immersive cultural experiences, the delegation showcased Beijing’s comprehensive strengths as an International MICE Capital to the global tourism community. These efforts injected new impetus into international cooperation in the MICE sector.
Strategic Guidance: Improving Beijing’s Role as the Center for International Exchanges
As a concrete step in advancing Beijing’s role as the center for international exchanges, the Beijing delegation participated in IMEX Frankfurt 2025, leveraging this world-class platform to promote deeper integration between the development of a global MICE hub and the high-quality growth of inbound tourism. With its unique identity as the “Dual Olympic City”, over 3,000 years of cultural heritage, and a wealth of modern exhibition venues, Beijing is building a high-end, international, and professional business tourism destination system.
Comprehensive Showcase: A Multidimensional Cultural Experience
The “Welcome to Beijing” and promotional clips from participating exhibitors were played on-site. Promotional materials such as the “Discover the New Beijing” brochures, Beijing travel guides, 240-hour visa-free transit pamphlets, and venue resources pamphlets were distributed, with a special focus on introducing the 240-hour visa-free transit policy in the Beijing-Tianjin-Hebei region and visa exemption policies for multiple countries.
The delegation also presented live performances of classic Peking Opera and jinghu pieces, showcasing the unique charm of traditional Chinese culture. Attendees were invited to engage in hands-on cultural activities, including woodblock printing, sachet making, lacquer fan crafting, and jasmine tea tasting. These interactive experiences not only highlighted the depth of Beijing’s cultural heritage but also provided guests with firsthand experience, establishing deep emotional bonds through cultural exchanges.
Targeted Matchmaking: Facilitating Global Cooperation
During the exhibition, representatives from renowned destination management companies, convention and exhibition firms, and travel agencies visited the Beijing culture and tourism booth to explore future cooperation opportunities. A total of 11 exhibitors engaged with 302 potential clients and organized five dedicated presentations for buyer groups. Preliminary cooperation intentions were reached with nearly 85 buyers, including the World Tourism Forum Institute, the International Society of Nephrology (ISN), the Blend Group from the UK, Triumph Group from Italy, and TSG-Exicon from Saudi Arabia.
Outlook: Writing a New Chapter in MICE Tourism Sector
Recently, China has relaxed inbound travel policies for certain South American countries, leading to a noticeable rise in tourist interest from the region. Additionally, inquiries from Central and Eastern European countries have significantly increased compared to last year. These trends underscore China’s growing prominence in the global MICE tourism industry, while also highlighting Beijing’s strong appeal as a center for international exchanges.
