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People's Daily published a full-page article: Exhibition economy adds impetus to urban development

09-08

2022年9月4日，《人民日报》用整版篇幅发文聚焦会展业，高度肯定会展经济的作用和价值。会展是一座城市的“名片”，面向世界的窗口和桥梁。会展业的发展，对于城市建设和展示形象，助推产业经济发展腾飞，发挥着重要的平台作用。纵观全球版图，会展经济作为第三大无烟产业，已逐渐发展成为城市经济的助推器，创新发展的新引擎。

当前，中国经济发展面临挑战和下行压力，我们会展业同样如此，如何创新发展、逆势突围、克服困难，如何在“稳增长”经济中发挥会展作用？服务国家战略，商务部和各省市也都出台了一系列政策措施，大力支持会展经济发展，充分利用重要会展平台，全力稳住经济基本盘，助力城市和产业的高质量发展，打造具有国际影响力的品牌展会和世界会展名城。

会展经济，为城市发展增添动力

《人民日报》

在全球各地，一些城市利用自身区位或产业优势，打造国际性的会展品牌，不仅促进了经贸往来和经济增长，而且发展成为展示国家和城市形象的重要窗口。在会展经济发展过程中，政府、企业和行业协会合理分工、形成合力，在市场化、专业化和国际化方面精耕细作，收获良好的经济和社会效益。

法国 —— 搭建国际推广平台

今年6月，2022年法国科技创新展览会“科技万岁”在法国巴黎凡尔赛门展览中心落下帷幕。作为欧洲最大的科技与创新会展之一，本次展会吸引了来自149个国家和地区的超过2000家展商参会。从送货无人机到陪伴型机器人，从未来出行工具到智慧办公方案，为期4天的会展聚焦绿色及智慧创新，吸引了近10万名线下观众和30万名线上观众参与，为展示科技前沿动态、促进行业合作搭建了平台。

就在这场展览会结束的几天后，凡尔赛门展览中心再度热闹起来——2022年巴黎邮票展如约而至。拥有超过90年历史的凡尔赛门展览中心每年举行近200场规模不一的展会，其中不仅有享誉世界的国际农业展、书展以及科技展，还有巧克力展、婚礼用品展、家具展等专业性展览，每年接待参观者超过750万人次。

法国是世界会展大国。根据法国贸易展览国际推广处的统计数据，每年法国举行近1200场展会及2800场行业会议，为全球范围的展商累计提供近590万平方米的净展位，平均每年接待展商25万家、观众2000万人次。经过多年的实践和发展，法国逐步建立形成了机制健全、充满活力的会展行业体系。

“法国贸易展览会已成为企业进入法国和欧洲市场的门户，也是促进商业合作的加速器。”法国贸易展览国际推广处在《法国国际会展情况》报告中指出，法国的众多展会有很强的国际影响力，2018年，产生了价值超过305亿欧元的合同，创造了75亿欧元的收入和12万个工作岗位。会展业为促进法国经济以及旅游业发展、提升法国的国家形象发挥了巨大作用。

法国的会展主要采取市场主导的模式。例如，作为法国最大的国际性展会之一，法国国际农业展由法国国家农业展览和赛事中心委托高美爱博展览集团负责组织。法国政府主要起到引导和扶持的作用。一方面，法国政府对修建会展相关基础设施给予投资支持；另一方面，法国政府也通过制定相应的经营规则，规范不同市场主体的分工，提高专业化服务水平。

法国政府设立了商务投资署、贸易展览国际推广处等机构对法国企业参与国际合作和举办专业会展进行指导，在全球几十个国家和地区设立办事处，搭建了覆盖广泛的国际推广平台。

“法国拥有一流的国际会展和运营体系，我们希望通过一些举措恢复参展商尤其是中小企业的参展热情，帮助受疫情重创的法国会展行业维持其国际地位。”法国经济与财政部长勒梅尔说。今年5月，法国政府宣布了一项总额9600万欧元的援助计划，为参加法国主要贸易展览会的中小企业提供一半注册和场地租赁费用，以帮助会展业和企业渡过难关。

德国——发挥政府、企业和行业协会的合力

德国每年举办300多场展会，展品大到法兰克福车展和慕尼黑车展的汽车、柏林轨道交通展的火车、柏林航空展的飞机、汉诺威工业博览会和慕尼黑工程机械展的大型机械设备，小到弗莱堡国际毛刷材料配件及设备展的毛刷、杜塞尔多夫阀门世界博览会的阀门、科隆五金展的五金配件，很多相关专业展会以其专业化和国际化成为全球产业的风向标。据统计，作为会展经济大国，德国展览公司每年的营业收入约40亿欧元，参展商和观众在展会期间花销约为145亿欧元，会展业还额外带动交通、旅游、酒店、餐饮等经济产出280亿欧元。平均每年举办展会为德国创造约23.1万个就业岗位。

德国会展经济的成熟离不开政府、企业和行业协会的合力。2022年2月，柏林展览公司成立200周年，在德国展览业界只算是“中年”。法兰克福迄今已有780多年的会展历史，莱比锡、慕尼黑、科隆等城市，也都有超过百年的办展经验。

德国展览业从创始之初，就得到政府的支持。德国已建成25个大型展览中心，总面积280万平方米，加上室外展览场地100多万平方米，展览总面积380多万平方米。全球五大展览中心有4家位于德国。无论柏林、法兰克福还是慕尼黑等城市，展馆设施都由州和地方政府投资兴建，以长期租赁或委托经营的形式，把经营权交由相关展览公司，并提供政策支持。展览公司通常由专业团队企业化运营，管理者通常都有丰富的商业和行政经验。如柏林展览公司首席执行官马丁·艾克礼，曾在西门子集团工作37年，在德国和亚洲的多个岗位积累了丰富经验。

Industry associations also play a crucial role. Relying on these associations, exhibition companies can gain in-depth insights into relevant industry trends, determine exhibition dates and venues, and conduct marketing efforts for exhibitors and professional visitors. This is an important guarantee of professionalism in German exhibitions. At the same time, the German Exhibition Industry Association (AUMA) has also promoted its own development, particularly in consulting services, brand promotion, and industry transparency. Among these, the Association for the Voluntary Control of Fair and Exhibition Statistics (FKM), affiliated with AUMA, is particularly unique. This association has introduced a third-party auditing mechanism for exhibition data, established a public exhibition database for inquiries, increased the credibility of exhibitions, and formed a self-regulatory mechanism for the entire industry.

Under the combined efforts of the government, enterprises, and industry associations, the German exhibition industry has built a powerful MICE (Meetings, Incentives, Conferences, and Exhibitions) resource allocation and management capability that is government-owned, enterprise-operated, primarily organized by industry divisions, supplemented by regional divisions, and globally oriented.

At the same time, the MICE economy has helped Germany effectively showcase its national image. In August 1947, the first Hanover Export Fair opened in an un-war-damaged metal factory in the southern suburbs of Hanover, Germany. The exhibition was exempt from food rationing, and each visitor could exchange their ticket for a fish sandwich. At that time, Hanover, and indeed all of Germany, was still in a difficult post-war reconstruction period. Exhibitions played a significant role in economic recovery: within 21 days, more than 700,000 visitors from 53 countries visited Hanover, signing export contracts worth nearly 32 million US dollars, allowing many factories to reopen or even expand production.

From post-war ruins covered in rubble to a globally renowned MICE city, Hanover provided a window for the world to rediscover Germany and became a crucial lever for the nation's economic recovery. Cities like Frankfurt, Munich, and Nuremberg have also successively built their MICE brands. In this process, German cities did not fall into a vicious cycle of “homogenous competition” but instead chose their exhibition directions based on local economic and social resources, meticulously cultivating their respective strengths, leading to a blossoming of diverse events. For example, Hanover primarily leverages the strong industrial advantages of Lower Saxony and North Rhine-Westphalia, focusing on industrial machinery and electronics; Frankfurt capitalizes on its location as a transportation hub and financial center, specializing in the service and consumer industries; Munich, with its high-tech R&D capabilities, strives for excellence in niche sectors such as environmental protection, optics, robotics, and material processing.

According to the latest data from the German Exhibition Industry Association (AUMA), as of 2021, among the 210 influential professional international trade fairs worldwide, over 150 were held in Germany, attracting approximately 180,000 exhibitors and 10 million visitors annually. Five of the top 10 companies by turnover in the global exhibition industry are based in Germany. These globally renowned MICE events have played a pivotal role in promoting Germany's economic development.

Singapore — Driving Digital Transformation in the Industry

Singapore Airshow, International Furniture Fair, World Cities Summit... With years of successful experience in hosting numerous international-level MICE events, Singapore has become a renowned international MICE city, ranking among the top in Asia for the scale and frequency of international exhibitions and conferences.

Before the COVID-19 pandemic, the MICE industry contributed nearly 1% of Singapore's GDP, serving as a key pillar of Singapore's tourism and economy, providing over 34,000 jobs. On average, more than 400,000 international visitors traveled to Singapore annually to attend over 4,000 international conferences and exhibitions. The spillover effects generated by the MICE industry benefited sectors such as tourism and hospitality, with business travelers spending almost twice as much as leisure tourists. In addition to creating direct economic benefits, the MICE industry plays a crucial role in shaping Singapore's status as a global business hub, facilitating regional capital and technology flows, and bringing more investment opportunities to Singapore.

Currently, approximately 150 international organizations and over 7,000 multinational corporations are based in Singapore. The Singaporean government encourages industry innovation and technological development, with widespread adoption of various high-tech applications and robust digital infrastructure. These factors have contributed to Singapore's comprehensive MICE industry ecosystem. Many international MICE industry giants have established their Asian headquarters in Singapore, bringing mature and rich MICE channels and experience. In addition to large MICE companies, Singapore also has over 50 professional MICE service providers offering supporting services including conference planning, audiovisual equipment supply, new media display technology support, freight support, and translation.

The Singaporean government places great importance on developing the MICE economy. The Singapore Tourism Board (STB) has established a dedicated Exhibitions & Conferences department to promote Singapore's MICE industry globally and brand Singapore as a vibrant MICE destination. In 1990, the Singaporean government launched the Approved International Fair (AIF) scheme, providing official certification for MICE events with international commercial appeal. Singaporean companies participating in such events can enjoy tax incentives.

The Singaporean government has also launched a series of initiatives to enhance its competitiveness as a MICE destination. For example, the “MICE in Singapore” scheme offers complimentary unique experiences for business travel groups, covering dining, attractions, and themed tours, fully leveraging Singapore's beautiful natural environment and rich tourism resources to attract MICE organizers and participants. The Business Events in Singapore (BEiS) scheme provides funding, marketing, and other support to MICE events and related industry companies based on indicators such as tourism revenue and the number of foreign visitors attracted, encouraging them to continue organizing high-quality events.

To adapt to the new situation and promote the recovery of the MICE industry, with the support of the Singapore Tourism Board and Enterprise Singapore, the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) launched the MICE Industry Roadmap in 2020. This roadmap provides guidance to relevant industry players on aspects such as safety measures and hybrid (online-offline) event solutions. MICE organizers can also apply for the Business Improvement Fund provided by the Tourism Board, which can be used for technological innovation, business model adjustments, and industry transformation. Currently, Singapore's MICE industry is accelerating innovation and technology adoption to adapt to new business models under the pandemic. The mode of MICE events is shifting from purely in-person to a hybrid online-offline approach. Technologies such as facial recognition, voice recognition, and augmented reality are being applied in the MICE industry to minimize physical contact and drive the industry's digital transformation.

Thailand — MICE, Integrated with Immersive Experiential Activities

In Lumpini Park, located in the heart of Bangkok, Thailand, exhibition booths made of bamboo and banana leaves are lined up. Staff dressed in various ethnic costumes showcase iconic tourist attractions and cultural heritage from different regions to visitors. During the 2022 Thailand Tourism Festival, organizers moved the exhibition from indoors to the park, allowing visitors to learn about and experience Thailand's diverse tourism resources in a more comfortable environment. Yuthasak Supasorn, Governor of the Tourism Authority of Thailand, stated: “From the design elements of the exhibition, visitors can experience Thailand's unique ethnic characteristics and culture.”

In recent years, Thailand has emphasized the role of the MICE industry in promoting economic development. In 2020, Thailand coordinated epidemic prevention and control with economic development, generating 61.3 billion Thai Baht (approximately 0.19 Chinese Yuan per Thai Baht) in revenue through various MICE activities.

The unique characteristic of Thailand's exhibition industry lies in its integration of cultural creativity and local wisdom, creating a rich and diverse exhibition experience through unique event spaces and venues. Exhibitions effectively showcase a wide array of products using dazzling lights, tropical colors, ethnic music, and landscapes, while also incorporating various fun activities. For example, reporters have witnessed firsthand the "One Village, One Product" exhibition promoted by the Thai government. At BITEC (Bangkok International Trade and Exhibition Centre), the largest exhibition center in Bangkok, spacious and luxurious exhibition halls were transformed into exquisite craft markets, displaying a variety of traditional handicrafts—Chiang Mai's umbrellas, Rayong's silk, Sukhothai's ceramics, and Nan's wood carvings, etc. Here, one can experience the rich Thai atmosphere and appreciate the superb craftsmanship of traditional artists up close.

Thailand leverages exhibitions to tap into its unique local resources, attracting visitors to explore various parts of Thailand to experience tourism resources or establish trade relations. Tanyathorn Thongchai, manager of Smile Siam Public Relations Company, a long-time player in the exhibition industry, stated that Thailand has a wide variety of exhibition activities, presenting Thailand's tourism resources and products to clients and tourists in an attractive way, thereby promoting economic development. For example, some exhibitions feature creatively designed itineraries, adding experiential activities that allow tourists to visit Thai villages while attending exhibitions, making coconut milk and sugar in coconut groves, or experiencing salt therapy and herbal treatments.

Thailand's exhibition industry also relies on its advantageous industries such as automotive parts manufacturing, tourism, and agriculture, focusing on creating distinctive and professional exhibition brands. Events such as the Bangkok Hotel and Food Show, the Thailand Food Expo, and the Thailand International Automotive Electronics Parts Exhibition have now gained considerable international recognition.

Source: People's Daily Special Report

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