Shanghai is pursuing its MICE target with support linking exhibition venues, hotels and meeting spaces. Adobe Stock/ABCDstock
The ninth China International Import Expo (CIIE) closed in Shanghai on 10 November with a record US$85.45 billion in one-year intended deals, up 2.3 per cent on the previous edition, according to the organiser, the CIIE Bureau.
The six-day expo drew 4,142 overseas exhibitors, with 162 countries, regions and international organisations taking part. Exhibition space exceeded 440,000 sqm for the first time, including a record 370,000 sqm for company exhibitors. More than 300 Fortune Global 500 companies and industry leaders attended.
The expo anchors Shanghai’s wider push to grow its MICE business. Under a three-year action plan announced in June, the city aims to welcome more than one million inbound participants for international conferences and incentive travel by 2028, and to host international exhibitions covering a total area of 16 million sqm.
A separate set of 10 measures for the conference and exhibition industry, in force until the end of 2027, also encourages local governments to link exhibition venues with nearby hotels and meeting spaces through subsidies and joint promotion.
Raising the hospitality bar
Global expos of this scale bring senior executives to the city who expect hotels to support their deal-making with premium facilities and service.
At The St. Regis on the Bund, Shanghai, which recently received one Michelin Key in the 2026 Michelin Key hotel selection, general manager Alan Jin said CIIE drove demand for VIP receptions, signing ceremonies and networking dinners alongside exhibition schedules.
“What stands out this year is that groups are no longer only booking rooms; they are combining accommodation with private, curated hospitality experiences that help them build trust with Chinese partners,” he said. “Today’s senior executives and top incentive achievers expect more than flawless facilities. They demand privacy, personalised service, distinctive storytelling and a genuine sense of place.”
The hotel has nearly 1,100 sqm of event space, including the 720 sqm Astor Ballroom. Jin said the hotel has strengthened its MICE team and is developing incentive packages combining butler service, bespoke dining and local cultural experiences.
He pointed to the Bund views from the 21st-floor Spago Shanghai as a draw. “For incentive groups especially, the Bund backdrop elevates reward travel, helping corporate clients recognise their best performers with an experience that feels exclusive.”
With record intended deals at this year’s CIIE and a policy push to turn trade visitors into conference and incentive business, Shanghai is positioning itself to convert one-off expo traffic into sustained MICE demand ahead of its 2028 target.