On Nov 30, Qingdao West Coast New Area held a news conference for investment cooperation of key MICE activities and the 32nd Qingdao International Beer Festival in 2022.

Qingdao West Coast New Area releases the 68 key meetings, incentives, conventions, and exhibitions (MICE) scheduled to be held in the next year. [Photo provided to chinadaily.com.cn]

The area released the 68 key meetings, incentives, conventions, and exhibitions (MICE) scheduled to be held in the next year, while investment promotion resources for these activities were promoted.

In recent years, Qingdao West Coast New Area has been ramping up efforts to boost its MICE industry by hosting a number of international and national-level activities. It has fostered a series of independent brand festivals to increase its international reputation and drive local high-tech development.

Qingdao West Coast New Area has been promoting the construction of festival and exhibition facilities to improve its ability to undertake various large-scale activities. The area is currently home to Qingdao Cosmopolitan Exposition, Golden Beach Beer City, the Phoenix Sound Grand Theater, the Star Island Theater, and other renowned facilities.

The 2020 Qingdao Phoenix Music Festival [Photo provided to chinadaily.com.cn]

Based on local characteristic resources and industrial advantages in film and television, music, as well as beer, the area has fostered brand activities like the conference of the Global Health Forum of the Boao Forum for Asia, the Qingdao International Beer Festival, and the Qingdao Phoenix Music Festival.

It has issued preferential policies and measures to support the MICE industry, as well as provided one-stop service for the hosting of major convention and exhibition activities. It has formed a complete industrial chain covering meetings, exhibitions, festivals, tours, and performances.

Firework is set off during the opening ceremony of the 31st Qingdao International Beer Festival on the evening of July 16. [Photo provided to chinadaily.com.cn]

It has won honorary titles like "China's Most Influential Exhibition Area" and "China's Best Exhibition Area". It has become a rapidly rising new exhibition destination city.

In the future, Qingdao West Coast New Area will hold more than 600 large-scale exhibition activities per year, with the annual exhibition area exceeding 1.5 million square meters, generating over 30 billion yuan ($4.71 billion) in consumption. It aims to host more than 100 international exhibitions and conferences, as well as serve as host of over five exhibition projects that have been certified by international authoritative organizations.