The inaugural China International MICE Exchange (CIMX) opened on 3 November 2026 at the China National Convention Center Phase II in Beijing, drawing 150 exhibitors and 350 hosted buyers for three days of business events, meetings, and incentive travel negotiations.
Organized by Messe Berlin China with the Beijing Municipal Bureau of Culture and Tourism serving as the official support and host city partner, the debut event launched with 4,000 scheduled business meetings across its exhibition floor, according to Traveldailynews. The marketplace connects domestic and international suppliers with corporate, association, and agency planners across the meetings, incentives, conferences, and exhibitions sector. The organiser anticipated 5,000 domestic and international trade visitors, with the hosted buyer contingent comprising 200 representatives from MICE agencies, 100 corporate event and incentive planners, and 50 association representatives conducting pre-arranged business meetings alongside representatives from 50 media outlets.
International Exhibitors Populate Beijing Exhibition Floor
Participants representing 18 countries and regions populate the exhibition floor, alongside major international airlines including EGYPTAIR, as Traveldailymedia reported. Addresses to launch the event were presented by Messe Berlin China deputy general manager Lydia Li, Beijing Municipal Bureau of Culture and Tourism Foreign Exchange and Cooperation Division director Wang Rui, and China Association of Travel Services MICE Committee news spokesperson Ning Guoxin.
International tourism boards and convention bureaus exhibiting at the venue include the Singapore Tourism Board, the Malaysia Convention & Exhibition Bureau, Dubai Business Events, and the South African National Convention Bureau, as Uecn noted. Azerbaijan is also showcasing its tourism potential and business events capabilities through a joint delegation comprising the Azerbaijan Tourism Board, three tourism sector companies, and national carrier Azerbaijan Airlines (AZAL), according to AzerNews.
As noted by Mice Cee, the physical exhibition floor features hospitality brands and properties such as the Kuala Lumpur Convention Centre, Sands Resorts Macao, Meliá Hotels International, and the Shanghai Tower, alongside tech companies, destination management agencies, and specialized MICE providers including Yinjian International Travel Service, Smartworks, Shanghai MICE Business Consulting, Shanghai Exhibition Information Technology (Expotec), HuiBan (Shanghai) Technology, EventMe, Erarslan Turizm Tekstil, Bohemia, Beijing Haiyue Convention and Exhibition, Alifante International Tourism and Cultural Exchange Group, and 61kingdom.
Conference Program Features Specialized Workshops and Forums
The three-day exhibition runs alongside a multi-track conference program featuring 120 speakers, 40 topics, six conference tracks, and three specialized workshops and forums covering incentive travel, event design, and industry technology, as Edaily reported. Professional forums and networking sessions at the event are backed by cooperative efforts from key international partner bodies like the International Association of Exhibitions and Events (IAEE), the Society for Incentive Travel Excellence (SITE), the Global Business Travel Association (GBTA), and the Professional Conference and Meeting Association (PCMA). Social gatherings and meal functions include the Shanghai Lin-gang · Dishui Lake Night, the CIMX–ICCA International Association Meetings and Destination Development Forum Luncheon, the CIMX Corporates in MICE Networking Luncheon, the MICE² Macao x Hengqin Networking Luncheon, the Singapore Sponsored Luncheon, the CIMX Opening Dinner, and the CIMX After-Show Happy Hour.
As China’s MICE market further grows and matures, its impact will increasingly be measured by the quality of experiences and the business value they deliver. China’s role in the global MICE value chain is evolving—as a source of demand, a host for international events and a contributor of expertise and innovation,
Nikolaos Swoch, Director of CIMX
According to LinkedIn, opening-day proceedings drew regional tourism officials, industry association leaders, and international meetings executives—among them Messe Berlin GmbH Vice President and Managing Director China David Axiotis and CIMX director Nikolaos Swoch—together with international association chiefs and regional tourism leaders such as Hainan Province Department of Tourism, Culture, Radio, Television and Sports deputy director-general and Party Leadership Group member Wang Zhongyun; Business Events Sarawak Chief Executive Officer and ICCA Asia Pacific Chair Jason Tan; and China Association of Travel Services MICE Committee deputy director Li Zhuyuan.
Our ambition with CIMX is to accompany and support that evolution: to give China’s capabilities greater international visibility, while ensuring that understanding, knowledge and opportunity flow in either direction.
Nikolaos Swoch, Director of CIMX
The inaugural event continues its exhibition, business matching, and conference program through 5 November 2026, featuring further discussions on international event delivery, cross-border planning, corporate meeting requirements, artificial intelligence, and event innovation.