Post-Olympics, the China hospitality industry is wooing business travellers

By Helen Dalley
Translation by Jess Lit

No sooner had the closing ceremony of the Beijing 2008 Olympic Games taken place= at the National Stadium last August than many of China’s hotels and convention centres were preparing to greet a whole new brand of customer: MICE (Meetings, Incentives, Conventions and Exhibitions) visitors, those in town primarily for a work-related conference rather than a holiday. Frequently on a tight schedule and with sightseeing their lowest priority, these discerning visitors are looking for comfort, quality and, above all, convenience, with places that are close to both the CBD and the airport.

The grandest addition to the China MICE scene is the China National Convention Center (CNCC), the site of the Olympic fencing and pistoling events as well as the main press centre and international broadcasting hub for the sporting event. Recently renovated and re-opened in November 2009, the CNCC’s 170-plus events in its first five years of operation are expected to attract over 320,000 attendees, clear evidence of the upsurge in MICE tourism in the middle kingdom.

The CNCC’s greatest asset is arguably its size: the 6,400-sqm Plenary Hall is able to hold up to 6,000 delegates, while its Grand Ballroom can accommodate 3,000 guests. On top of that, there are six exhibition halls totalling 36,000 sqm. With all this space, you might presume that the CNCC was going after large functions only, but Tony Xu, Director of Marketing, says, “The venue is ideal for all kinds of events – we have nearly 100 meeting rooms of varying sizes, and have worked out packages especially for small meetings as well as larger gatherings,” he says. The coming year promises to be a busy one for the centre and Xu says, “To be honest, it’s proving difficult to keep up with demand – in June 2010 for example, 16,000 delegates will attend the World Cardiology Congress at CNCC, the biggest event of its kind so far in China.” They will be well fed and watered, for as Xu adds, “We have a huge kitchen located in Basement 1 that is able to cater to 3,500-person banquets. We will also operate food outlets inside the centre, which is another first for China.” Tailored to an individual event’s need, CNCC’s on-site catering service has already proved a hit with the recent FISM World Championships of Magic, being highly appraised by the organiser and magicians according to Xu.

Connected to the CNCC via walkway, the Intercontinental Beijing Beichen, meanwhile, prides itself on being the only international brand five-star hotel in the Olympic Green, and it’s this prime location that is the hotel’s key selling point, according to Kathy Xia, Marketing and Communications Manager. After undergoing some post-Olympic renovation, the hotel is now hosting MICE events in its 1,700 sqm of function space (13 function

rooms, the largest of which can hold 880, the smallest  
32). Xia says, “Since May 2009, the hotel has hosted many events held by the pharmaceutical, communications and real estate industries, as well as municipal government, some of which were attended by more than 500 delegates.” In Beijing’s bustling Chaowai business district meanwhile, the German-owned Maritim brand – which focuses on providing conference and accommodation facilities under one roof – is set to open early next year and will surely give the Intercontinental something to think about.

Over in Shanghai, MICE tourism is also big news, and one of the most attractive venues to meet in for business is perhaps the Sofitel Shanghai Sheshan Oriental, the closest hotel to the Formula 1 racetrack and the kind of place one could imagine new F1 champion Jenson Button hanging out with friends over cocktails. Open since March 2009, this opulent, Mediterranean-style property houses 12 function rooms. Rebecca hao, Marketing and Communications Manager, says, “The hotel’s resort facilities, such as the lush gardens, 3,400-sqm outdoor swimming pool, man-made beach, outdoor mini golf and SOSPA centre are our unique selling point.”

She adds, “We have 8,214 sqm of conference facilities, which include a large ballroom which can accommodate banquet dinners for 900 people.”

With the Shanghai World Expo looming, hao is optimistic about the future. “All hotels in the city will obviously benefit from this significant event from May to October.” Looking further forward, hao is similarly positive. “In two years’ time you won’t recognise Sheshan – the Shanghai government and Songjiang District Government are working together to promote Songjiang District as a MICE destination providing luxury hotel accommodation, and a convention centre will be built as a platform to attract upscale MICE business to the district,” she says.

The MICE revolution continues down south in Shenzhen, where the Grand hyatt Shenzhen is giving its rivals over the border in hong Kong a run for their money after opening its doors in December 2009.

With the capacity for 80 banquet tables, the Grand Ballroom is the hotel’s centrepiece, with a spacious foyer and outdoor terrace area that lends itself to cocktail receptions and standing buffets, while the hotel’s transport elevator will undoubtedly make it a popular location for auto shows. Public Relations Manager Samantha Xiong says, “We have been receiving a large volume of MICE and wedding enquiries for months, and one couple even rescheduled their wedding just so they can get married in our ballroom.” An hour away from Shenzhen, the Grand Hyatt has opened another hotel in Macau, which is part of the City of Dreams urban resort, which comprises shopping, entertaining and dining options in addition to accommodation. Boasting 791 rooms, the hotel opened in November 2009 and offers 8,990 sqm of meeting space – a worthy contribution to Macau’s, and China’s, burgeoning MICE scene.

オリンピックは過去のイベント

北京オリンピックの余韻も冷めぬ頃、中国では既に次のターゲットに向けて準備が進行していた。オリンピックの主要会場に使用された中国国家コンベンションセンター (CNCC) は2009年11月に32万人収容可能な中国MICEの会場としてリオープンした。数千人の料理を用意できる厨房も備えている。隣接のホテル、インターナショナル北京も設備が充実しており、2009年5月以降、数々の国際会議に使用されてきた。上海でも MICE は集客源として注目されており、ホテルソフィテル上海余山オリエンタルではF1レースの開催に伴う集客が期待されている。さらに上海万博も控えており、来年は上海のホテル業界が活気付くことは言うまでもない。上海市と松江区では持続的安定を求め、松江区を MICE 指定区域に制定する計画を進めている。グランドハイアットもMICEを見込んで、深圳やマカオにホテルをオープンした。CNNCほどの規模ではないが、これらホテルもマカオと中国が力を入れる MICE に貢献していることは間違いない。

CHINA MICE

China National Convention Centre, 7 Tianchen East Road, Chaoyang District, Beijing
tel: +86 10 6499 1899; http://en.cnccchina.com

Hyatt Macau, City of Dreams, Estrada do Istmo, Cotai
tel: +853 8868 1234; http://macau.grand.hyatt.com

Grand Hyatt Shenzhen, 1881 Baoan Nan Road, Luohu District, Shenzhen
tel: +86 75 58266 1234; http://shenzhen.grand.hyatt.com

Intercontinental Beijing Beichen, 8 Beichen West Road, Chaoyang District, Beijing
tel: +86 10 8437 1188; www.ichotelsgroup.com

Maritim Beijing, No 3 Building, North Sanfeng, Chaoyang District
tel: +86 10 6495 5156; www.maritim.com

Sofitel Shanghai Sheshan Oriental, 3388 Sichen Road, Sijing Town, Songjiang District, Shanghai
tel: +86 21 3761 8888; www.sofitel.com