Famous international companies Deutsche Messe AG and Fiera Milano have announced that they have signed a cooperative agreement to develop in the four large emerging MICE markets of China, India, Russia, and Brazil. Of these China will be their prime market.

According to the agreement, the two companies will build a joint venture in China — the first joint venture for the company since Deutsche Messe AG entered Chinese market for ten years. The new company consists of Hannover Fairs China Limited, Hannover Fairs Shanghai Limited, and the Shanghai Representative Office of Fiera Milano. Deutsche Messe AG and Fiera Milano respectively hold 51% and 49% shares of this new joint venture.

Together with the two companies forming this alliance, Milan will be one of organizers for Deutsche Messe AG's 13 big international professional exhibitions to be held in China, including the Guangzhou International Travel Fair which will be hosted by Deutsche Messe AG with Guangdong Provincial Tourism Administration and Guangzhou Tourism Bureau in April.

Published data indicates that Chinese MICE sector is growing by annually 20% and China has held 5,400 exhibitions and conferences of a certain scale in 2007. And in 2007, total area for exhibitions or conferences in China reached 2.4 million square meters, ranking third in the world.

As well as Beijing, Shanghai, and Guangzhou some domestic second-tier cities (e.g. Shenzhen and Wuhan) are becoming more and more popular in the MICE market for international companies.

 Loading ...

Comments are closed.