by Meetings & Conventions Asia | December 04, 2018
Hangzhou seeks to capitalise on its unique cultural and natural attractions to increase its appeal as a MICE destination.
A flourishing green and cultural city, Hangzhou's lake, countryside and rich local heritage have long made it a popular leisure tourism destination. Now, the city is making serious inroads into the MICE and 'new economies' sectors.

At a press conference last month, the city announced its "Hangzhou, Inspiring New Connections" campaign to reposition itself as a new economy MICE destination.

Organised by Business Events Hangzhou and held at the Yunqi Town International Convention and Exhibition Center, the event focused on the city's rich natural and cultural attractions that uniquely complement its urban environment.

The new campaign has been designed to enhance the synergy between the new economy and MICE sectors, helping the city gain traction within both industries and become an acknowledged leader while educating the public about the city's industry advantages. Financial services, healthcare, renewable and sustainable energies and cultural-focused creative industries have recently started emerging in Hangzhou and are ripe for growth.

In addition, the campaign will assist MICE organisers considering Hangzhou as their events destination with financial support. 

Technology plays an increasingly large part in the city's business attractions, and this year the city also set the goal of attaining "No. 1 Digital Economy City in China". 

The initiative includes the launch of a list that rates new economy conferences, as well as financial services and travel incentives that are being rolled out to support new economy MICE events.