China expands presence at IMEX America

China's expanding influence in the global MICE sector (meetings, incentives, conferences and exhibitions) was in the spotlight at IMEX America 2025, which opened on Tuesday in Las Vegas, Nevada. This year marked China's largest-ever presence at the world's leading MICE trade show, underscoring the country's growing confidence in international engagement and its ambition to play a greater role in shaping the global tourism landscape.

From Tuesday to Thursday, China's national booth gathered representatives from the cultural and tourism departments and MICE enterprises of Beijing, Shaanxi, Sichuan, Chongqing and the Xizang autonomous region. The pavilion — expanded from 56 square meters in 2024 to 93 square meters this year — showcased the country's latest resources, products and innovations.

To foster greater engagement with global buyers, the China booth hosted a series of interactive cultural events titled China Moments, featuring intangible cultural heritage displays and traditional performances that drew crowds daily at noon. A special networking reception, Greetings from China, provided a platform for buyers and exhibitors to exchange ideas, while Chinese participants held eight thematic presentations showcasing new venues, high-end conference facilities and incentive travel programs.

"China's growing presence this year demonstrates our country's openness, creativity and confidence in the international MICE market," Wu Dawei, director of the China National Tourist Office in Los Angeles, told China Daily. "Through our expanded participation, we aim to promote mutual understanding and cooperation across the industry."

Among the Chinese exhibitors, the travel agency Explore Tibet from the Xizang autonomous region drew significant attention from international visitors, introducing the region's unique landscapes and cultural experiences to the global market.

"This is our first time attending the IMEX America exhibition," said Suolang Jiangbai, a tour guide with Explore Tibet. "This morning, we met with representatives from Singapore and Taiwan and discussed potential collaboration. Some attendees also expressed strong interest in Xizang's tourism products. We exchanged contact information and are looking forward to building partnerships in the coming days."

IMEX America, known as the world's leading MICE trade fair, has become a barometer for global tourism and business events. This year's show has drawn record participation, with the number of exhibiting companies and registered buyers surpassing 2024 levels. Organizers said growth has been seen across all regions, with China's presence increasing by 50 percent over last year, becoming one of the most notable expansions among international exhibitors.

For North American buyers, China remains a destination of unique cultural appeal.

"We're really looking for new opportunities to reconnect with Asia, especially China," G.V. Schloss, manager of event operations at Marita Global Events, told China Daily. "We're interested in experiences that are truly unique from culinary tours and cruises to historic attractions like the Terracotta Warriors and the Great Wall. We haven't been able to return to China since 2019, so I came to this booth to explore what's now available."

David Fredericks, senior vice-president of sales and marketing at Century Cruises, echoed that enthusiasm, emphasizing the role of travel and hospitality in strengthening understanding between China and the West.

"Our company is based in North America, with our parent company headquartered in Chongqing, China," Fredericks said. "My role is to bring 40,000 to 60,000 passengers from North America and Europe to China each year."

"In September, we hosted 40 travel agencies from North America on a visit to China. They experienced firsthand the warmth of the Chinese people and the country's rich culture," he added. "Small steps like these, bringing North American visitors to China, can help bridge the gap and unite nations."

Buyers and industry professionals from across the world expressed keen interest in China's destinations and products. Gabriela Rosati from Alper Seguros, Brazil, said she was impressed by the opportunities highlighted in China's presentations.

"It was such a pleasant surprise to see so many beautiful destinations and possibilities for business, vacations and meetings," Rosati told China Daily. "I'm really impressed by the structure and the scale of development in China. As someone working in insurance and travel, I see great potential for incentive trips and leisure travel. China is truly a beautiful place to visit."

Representatives from Latin America are also looking to deepen ties with China. Gustavo Gamboa, from CAE, Yass Travel by Mantis Group in the United States, said his company is exploring new cultural and investment exchanges.

"We're working to organize groups traveling from Miami to China and from China to Miami, encouraging mutual investment and cultural exchange," Gamboa said. "One of our upcoming incentive programs even involves travel to China for the Formula One event."