Under the implicit theme of “looking each other in the eye again,” China’s program blended destination promotion with cultural activations that acted as traffic magnets: “China Moments,” a daily series featuring intangible cultural heritage and traditional performances, turned the booth into a meeting point, while the “Greetings from China” networking reception helped align expectations between buyers and exhibitors ahead of eight themed presentations focused on new venues, high-end convention facilities, and incentive programs.
The official narrative reinforced this message of openness. “This year’s larger presence demonstrates China’s openness, creativity, and confidence in the international MICE market; we aim to promote mutual understanding and cooperation across the industry,” said Wu Dawei, director of the China National Tourist Office in Los Angeles, emphasizing that the expansion is not a one-off move but part of a long-term strategy to reposition the country on the business tourism map.
The North American market’s response was tangible. Maritz Global Events, Century Cruises, and other buyers highlighted the appeal of “unique” experiences that combine heritage, gastronomy, river cruising, and iconic attractions such as the Great Wall or the Terracotta Warriors—interest that is translating into projected passenger flows from North America and Europe and into recent familiarization trips to reignite consultative selling. Regional exhibitors also capitalized on the showcase: Explore Tibet, based in Xizang, reported meetings with agencies from Singapore and the Taiwan region of China and noted growing demand for nature- and culture-forward products that broaden the portfolio beyond classic routes—an indication that territorial diversification is gaining ground in the roadmap.
The 2025 edition of IMEX America also served as a barometer for global tourism: organizers cite record figures and a broad-based recovery, with a year-over-year rise in exhibiting companies and registered buyers. Against that backdrop, China’s bet stands out for its scale, inter-institutional coordination, and content curation. Beyond the event, the strategy suggests a deeper reading: China seeks to expand its role in shaping tourism’s future—not only as a major source and destination market, but as a player helping define standards in conference infrastructure, operational sustainability, connectivity, and incentive value propositions. The cultural showcases embedded in the program, the alignment of destinations with varying levels of maturity, and the selection of premium venues all point to a repositioning that fuses identity with competitiveness, aiming to attract international events and generate higher-value stays.
In the short term, the most visible effect will be the reactivation of commercial calendars between Chinese suppliers and buyers from the Americas and Europe. In the medium term, expect the consolidation of routes, the professionalization of partnerships, and the rollout of immersive experiences—from culinary itineraries to blended leisure-and-business products—that lift spend per trip and diversify seasonality. In a year when IMEX America once again brings the MICE value chain together in Las Vegas and sets October 7–9, 2025, as a global calendar marker, China’s presence is a reminder that the competition to attract conferences, trade fairs, and incentive travel is waged with storytelling, execution capacity, and an offer that speaks the language of differentiation.
