Cruise line Expansion in Chinese Market Good News for Meeting Planners
China is becoming a popular destination for MICE events due to its rich cultural heritage,
beautiful natural landscapes and most of all - its high economic growth. Everyone wants to
do business in China right now. Naturally, that translates into lots of meetings, trade shows,
conferences and other events. According to The China Incentive, Business Travel & Meetings
Exhibition, the MICE industry has grown tremendously over the last several years, and that may
soon begin to positively impact the country’s economy.
However, China’s MICE Industry is facing several challenges. There is mounting pressure to
reduce costs, as meeting and event planners want “more for less” and are looking for added
value. Worldwide competition for events leaves China struggling to keep up with demand. As
an emerging market, many of China’s conference and convention venues lack proper facilities
and the skilled services expected by international business professionals. Other key issues are the
shortage of first class hotels, as well as infrastructure and supply challenges.
Recently, I read an article in Travel Weekly, “In China's Middle Class, Cruise Lines see
Profitable Market”, that offers a viable solution. Several major cruise lines, including Star
Cruises, Costa Cruises and Royal Caribbean International, are targeting China’s growing middle
class and have been investing heavily into deployment in the region. Star Cruises has booked
quite a few corporate groups since announcing its Sanya, China deployment. Royal Caribbean
is also expanding its presence in China, and will offer 49 cruises departing from the country in
2012, adding Xiamen as its fourth homeport after Shanghai, Tianjin and Hong Kong.
Bringing more ships to China might be the best solution to MICE problems, as meetings at sea
solve several of the issues the country currently faces, including lack of business-appropriate
hotels and meeting venues. Cruise line staff is professionally trained to provide service levels
on par with the highest international standards. Today’s ships also have dedicated facilities for
meetings, conferences, and even large trade shows – with state-of-the-art Audio Visual and
multimedia equipment onboard.
Because meals, entertainment, meeting space and AV included in a cruise program, MICE
planners who book events at sea will provide their organizations added value – without
sacrificing the quality they demand. And of course, the added bonus is that cruise event attendees
can visit several Asian destinations and only unpack once.
