The second China ad Pan-Asian study into the China and Asia Meetings Industry conducted by the organisers of CIBTM, Reed Travel Exhibitions, and independently analysed by The Right Solution Limited, shows a very positive outlook for both the domestic and international markets in China and elsewhere in Asia. Undertaken in August 2008, during the Olympic Games in Beijing, the supplier and buyer research is presented at a time when the crisis in the global financial markets is pushing many of the world’s leading economies into recession. However, this…
The second China ad Pan-Asian study into the China and Asia Meetings Industry conducted by the organisers of CIBTM, Reed Travel Exhibitions, and independently analysed by The Right Solution Limited, shows a very positive outlook for both the domestic and international markets in China and elsewhere in Asia.
Undertaken in August 2008, during the Olympic Games in Beijing, the supplier and buyer research is presented at a time when the crisis in the global financial markets is pushing many of the world’s leading economies into recession. However, this research reflects the fact that Asian countries are showing a healthier picture.
Buyer research results overview
Of the 650 buyer respondents 88% were based in 12 countries, but a total of 70% were based in Asia with 56% from China. Many Asian countries, in particular China and India, are investing heavily in conference and event facilities with 28 exhibition centre developments in Asia underway. Similarly the region is generating significant demand for meetings space both within their own countries and elsewhere in the world. There are estimated to be 70,000 associations within India alone.
China, Hong Kong and Macau came joint third of the Asian countries ranked in the top 40 destinations in the world seeing 255 international association meetings during 2007 in their countries. The total meetings held in the continent (2,052) has risen to 20% of the international association meetings held worldwide in 2007 compared to 15% during 2006.
Respondents to the survey showed that the greatest percentage (over 22%) of buyers represented industries within the IT/Telecom/Electronic sector followed by Pharma/Medical and Financial and Manufacturing following behind. Similarly Beijing and Shanghai were rated top of the 12 destinations worldwide by buyers as the places where events were held in 2007. Shanghai which came second in the table tied at 30% of respondents with west and north Europe whilst Beijing showed 40% of all buyers.
Mainland China secured 428 events during 2007. Beijing came top with Shanghai in 2nd place and Guangdong came third. In the Far East (excluding China) respondents showed that they placed 189 events with Hong Kong taking the lions share, followed by Japan and Macau. In South Asia, 117 events were placed with the top destination being India and in South East Asia, Thailand, Singapore, Malaysia and Indonesia were the top four locations. The rest of the world secured 350 events with the majority going to Western and Northern Europe.
The research also showed that Mainland China had the largest number of attendees at events held during 2007. With the mean number of 146 for the rest of the world, China had an average of 156 and the Far East 143, followed by South Asia at 139 and South East Asia at 148.
40% of buyers predicted that the number of events held in China will increase in the next 12 months with influencing factors showing that cost was still the number one consideration predicted by 74% of buyers. Location remained in second place (71%), but quality of accommodation (67%) ranked 5th in 2007, moved up to be the third most important factor (67%). Quality of service, security and safety were ranked third and fourth – and changed places from 2007.
Suppliers research results overview
Over 60% of supplier responses were based in China although in total respondents represented 27 countries with 77% based throughout Asia including mainland China. Respondents comprised representatives from Hotels, (18%) Destinations (14%), Event Management and Support services (15% jointly). Of the total, 70% had clients in mainland China with 68% of their clients representing the corporate sector, financial services / insurance / IT / telecoms, pharma and automotive sectors.
The mean value of business for China is US$ 2.1 million showing that over half the respondents say 20% of their business actually takes place in the country. 69% expect the number of events they host in China/Asia to increase in the next 12 months and 22% predict the number will stay the same.
The average duration of events hosted is 3.3 days and the average size of meetings is 165 attendees, whilst 75% of respondents were hosting events for less than 250 attendees.
When asked to provide their views on the factors influencing the placement of their events, respondents show that their priorities remain very similar to last year although quality of service is a lower priority indicating that some improvements may have been experienced since last year. The top factors were;
1. Location
2. Cost
3. Quality of meeting facilities rose from 5th last year
4. Quality of accommodation
The time of year for a meeting was the least important factor and close behind was security and safety.
91% of suppliers stated that they were interested in developing new business from mainland China and 87% of suppliers showing that they are looking to place business elsewhere in Asia. 86% were keen to develop new business with in the corporate sector; 69% with third party agencies and 29% with not for profit sector.
Says Paul Kennedy, MBE and Group Exhibition Director, Meetings & Incentive Events Reed Travel Exhibitions, “Our research continues to play an important role in the gathering of data which does not exist elsewhere. This work supports the core brand values of our global portfolio of meeting events (MICE), that requires us to be at the fore front of providing this industry sector with ongoing statistical information and knowledge.
“There is no better time to demonstrate the economic importance of the meetings industry generated by those involved in the business of organising/planning of meetings; those in the supply chain such as hotels, venues, DMCs and those in a representative capacity such as Convention bureaux or city, regional and national tourist boards.
“This report demonstrates that the meetings business in China and Asia is growing and the predicted increase in outbound meetings from China is proven. Beijing is placed as the number one destination for new business for the second successive year, demonstrating Beijing’s growing reputation for holding meetings.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
