Nation expands presence on world tourism map

China's expanding influence in the global meetings, incentives, conferences and exhibitions sector is in the spotlight at IMEX America 2025, which opened on Tuesday in Las Vegas, Nevada, in the United States, and runs through Thursday.

This year marks China's largest presence at the world's leading MICE trade show, underscoring the country's growing confidence in international engagement and its ambition to play a greater role in shaping the global tourism landscape.

The 93-square-meter China pavilion has gathered representatives from the nation's cultural and tourism departments, as well as from MICE enterprises in Beijing and Chongqing, as well as Shaanxi and Sichuan provinces, and the Xizang autonomous region. It is showcasing the country's latest resources, products and innovations.

To foster greater engagement with global buyers, the China booth is hosting a series of interactive events, titled China Moments, featuring displays of intangible cultural heritage and traditional performances, which have turned out to be crowd magnets.

A special networking reception, titled "Greetings from China", provided a platform for buyers and exhibitors to exchange ideas, while Chinese participants held eight thematic presentations showcasing new venues, high-end conference facilities and incentive travel programs.

"China's growing presence this year demonstrates its openness, creativity and confidence in the international MICE market," said Wu Dawei, director of the China National Tourist Office in Los Angeles. "Through our expanded participation, we aim to promote mutual understanding and cooperation across the industry."

Among the Chinese exhibitors, travel agency Explore Tibet from Xizang drew significant attention from visitors, introducing the region's unique landscapes and cultural experiences to the global market.

"This is our first time attending the IMEX America exhibition," said Suolang Jiangbai, a tour guide with Explore Tibet. "This morning, we met with representatives from Singapore and China's Taiwan region, and discussed potential collaboration. Some attendees also expressed strong interest in Xizang's tourism products. We exchanged contact information and are looking forward to building partnerships in the coming days."

IMEX America has become a barometer for global tourism and business events. This year's show has drawn record participation, with the numbers of exhibiting companies and registered buyers surpassing the 2024 figures.

Organizers said that growth has been seen across all regions, with China's presence increasing 50 percent compared with last year, becoming one of the most notable expansions among international exhibitors.

For North American buyers, China remains a destination of unique cultural appeal.

"We're really looking for new opportunities to reconnect with Asia, especially China," said G.V.Schloss, event operations manager at Maritz Global Events. "We're interested in experiences that are truly unique — from culinary tours and cruises to historical attractions like the Terracotta Warriors and the Great Wall. We haven't been able to return to China since 2019, so I came to this booth to explore what's now available."

David Fredericks, senior vice-president of sales and marketing at Century Cruises, emphasized the role of travel and hospitality in strengthening the understanding between China and the West.

"Our company is based in North America, with our parent company headquartered in Chongqing. My role is to bring 40,000 to 60,000 passengers from North America and Europe to China each year," he said.

"In September, we hosted 40 travel agencies from North America on a visit to China. They experienced firsthand the warmth of the Chinese people and the country's rich culture. Small steps like these… can help bridge the gap and unite nations," he added.

Buyers and industry professionals from across the world expressed keen interest in Chinese destinations and products.

Gabriela Rosati, from insurance brokerage firm Alper Seguros in Brazil, said she was impressed by the opportunities highlighted in China's presentations.

"It was such a pleasant surprise to see so many beautiful destinations and possibilities for business, vacations and meetings," she said. "I'm really impressed by the structure and the scale of development in China. As someone working in insurance and travel, I see great potential for incentive trips and leisure travel. China is truly a beautiful place to visit."

Gustavo Gamboa, from CAE, Yass Travel by Mantis Group in the United States, said his company is exploring new cultural and investment exchanges.

"We're working to organize groups traveling from Miami to China and from China to Miami, encouraging mutual investment and cultural exchange. One of our upcoming incentive programs even involves travel to China for the Formula One event," he added.