Beijing to host the inaugural CIMX. Photo Credit: AdobeStock/chungking
Seven in 10 corporate event leaders say their role has become more strategic, but only 18% have a framework to prepare for future change, according to the latest findings released by the Professional Convention Management Association (PCMA).
PCMA also reported that 67% identified poor data quality as their biggest barrier, exposing a gap between planners’ growing strategic influence and their ability to measure performance and demonstrate business value.
That disconnect will anchor a closed-door Corporate Intelligence Exchange at the inaugural China International MICE Exchange (CIMX), taking place from 3 to 5 November at the China National Convention Center II in Beijing.
The two-hour Mandarin-language session will compare findings from the PCMA Outlook Report 2026 – Global Corporate Sector with the priorities of China’s corporate events community. A pre-event survey, live polling and peer discussion will examine how planners are restructuring event portfolios, working with fewer resources and moving beyond attendance figures to measure engagement and return on investment.
Florence Chua, PCMA’s managing director for Asia Pacific, will lead the exchange and present selected findings on the CIMX Conference stage. It is the first time PCMA’s corporate sector intelligence has been localised for a MICE event in China.
CIMX has also partnered with the Global Business Travel Association on a separate workshop for corporate travel managers, procurement professionals and meetings planners. The collaboration comes as GBTA forecasts China will generate US$408 billion in business travel spending in 2026, which comprises 58% of Asia Pacific’s projected total.
The Beijing programme builds on PCMA’s growing activity in China. On 1 and 3 September, the association delivered Sustainable Events Blueprint courses to PCMA and Marina Bay Sands China Circle members in Shanghai and Beijing.
Organised by Messe Berlin China, CIMX is targeting more than 200 exhibitors, 350 hosted buyers and 5,000 trade visitors. Its accompanying conference is expected to feature over 120 speakers addressing more than 40 topics across six content tracks.