From October 7 to 9, 2025 (local time), the 2025 Las Vegas International Meetings & Incentive Travel Expo (IMEX)–a flagship event in the global MICE (Meetings, Incentives, Conferences, Exhibitions) tourism industry–was successfully held in Las Vegas, USA. The Beijing Municipal Culture and Tourism Bureau organized five local MICE enterprises,namely IME Consulting Co., Ltd., Asia Concierge China, Beijing WildChina Corporate Services, China Star LTD.and China Tourism Group Travel Services Co. Ltd, to make a brilliant appearance at the “Hello! China” themed exhibition area under the Ministry of Culture and Tourism. They focused on showcasing Beijing’s resource advantages and cultural charm as an international MICE tourism destination to the global industry.
With the core goal of exploring the American market, the Beijing delegation not only conducted targeted one-on-one business negotiations at the booth but also carefully planned and held four themed presentations for professional buyers in North America, Central America, and South America. Representatives from each enterprise took turns to take the stage, detailing their innovative products and solutions in areas such as MICE tourism, high-end customized services, large-scale event planning, and professional exhibition execution. They supplemented their explanations with vivid practical cases, leading to enthusiastic on-site interactions – which effectively strengthened the professional image and industry influence of the “Beijing MICE” brand in the American market.
The expo coincided with China’s traditional Mid-Autumn Festival. The Beijing delegation skillfully seized this cultural opportunity, vividly sharing the origin legends and traditional customs of the Mid-Autumn Festival with international buyers. They also invited guests to hold Chinese-style lanterns for interactive group photos. The warm and harmonious on-site atmosphere effectively narrowed the distance with buyers and significantly enhanced the brand affinity of “Beijing MICE”. To present Beijing’s MICE tourism resources in an all-round way, the exhibition area also showcased promotional videos of participating enterprises on a loop, and distributed materials including the themed brochure New Discoveries in Beijing, leaflets on the 240-hour visa-free transit policy for the Beijing-Tianjin-Hebei region, and postcards featuring Beijing’s MICE tourism resources. These efforts systematically introduced Beijing’s convenient travel policies and rich cultural tourismresources to buyers, attracting wide attention. Additionally, the exhibition area specially set up immersive experience activities such as lacquer fan making, sachet crafting, and postcard stamping with Beijinglandmark designs. Many international buyers were drawn to participate in these hands-on activities, experiencing the unique charm of traditional Chinese culture up close.
After three days of professional exhibitions and in-depth exchanges, the Beijing delegation achieved fruitful results at this year’s Las VegasIMEX. According to statistics, the delegation invited and completed business negotiations with 130 high-quality international buyers, and reached preliminary cooperation intentions with 38 of them. These partners include key industry enterprises such as HB Helmsbriscoe (a world-renowned MICE procurement company), THL Productions (USA),Travelieer Company (Mexico), and Proesa Group (Mexico). These achievements have laid a solid foundation for Beijing’s MICE tourism to further expand into the American market and deepen international industry cooperation in the future.
