Setting and infrastructure fuel international galas, Xie Chuanjiao reports.

Qingdao's exhibition and convention industry is gearing up to become the coastal city's new growth engine, according to a senior trade official.

Feng Wenqing, chairman of China Council for the Promotion of International Trade Qingdao Sub-council, said this is thanks to the city's well-developed hospitality infrastructure, service sector and good environment as a tourist destination.

The city's exhibition industry has developed rapidly since China embarked on reform and opening-up, added Feng, who is also head of the Office of the Leading Group for the Convention and Exhibition Industry Development of Qingdao.

"Starting from scratch, we have maximized the economic benefits of the MICE model (meetings, incentives, conventions and exhibitions), and made it a driving force for the transformation of the city," he said.

Combining MICE and brand-related events, Qingdao's exhibition industry has become a fast-growing sector with a promising future, Feng said.

The city has hosted more than 1,100 trade shows, conventions, and festivities over the past decade.

In 2013, Qingdao hosted nearly 200 exhibition events. Around half of these were international exhibitions targeting both domestic and foreign guests.

The city's income from its exhibition industry reached 9 billion yuan ($1.44 billion) in 2013, and Qingdao was ranked among the top 10 most influential exhibition cities in China.

Feng said that the coastal city has always considered brand building as an important aspect of the development of its exhibition industry.

Thanks to years of effort, a number of major events in Qingdao, such as China (Qingdao) International Consumer Electronics Show, China (Qingdao) International Fashion Week and Qingdao Famous Products Exhibition Week, Qingdao International Sailing Week, and the China International Sailing Exposition and Sailing Boat Show, have become world famous.

"They have become good display platforms for the city's image and propelled the city's industrial upgrading," he said.

For example, after 23 years, Qingdao International Beer Festival has become one of the top events of its kind in China and globally.

A large of number of other exhibition events, such as Qingdao International Auto Show, Qingdao International Machine Tools Show and Qingdao International Sewing Equipment Show, also rank among the top in their respective fields.

Sensing its huge potential, Qingdao city government has decided to do even more to boost the development of the local exhibition industry.

"It is designated as a growth engine driving the city's industrial transformation," Feng said.

"The city will enhance the quality of exhibitions, improve its environment, and build more brands to assist the development of the exhibition industry."

He said that the city had set its sights on cultivating 10 top-level exhibition events that have global influence by 2020.

"Our goal is to build Qingdao into a famous exhibition city in Northeast Asia," he said.

"It will also be an important destination for high-end exhibitions in China."

To achieve the goal, the city will continue to optimize its exhibition layout, invest more in brand building and introduce more talent in the trade.

The city's exhibition industry is to achieve a breakthrough this year by hosting more than 200 events, Feng said.

The 14th annual meeting of the Western Pacific Naval Symposium recently took place in Qingdao.

The 2014 Qingdao World Horticultural Expo opened on April 25 and will run until Oct 25.

The meeting of Asia-Pacific Economic Cooperation (APEC) trade ministers will also be held tomorrow.

Meanwhile, Qingdao is also planning to introduce a series of world-class exhibitions to the city such as the Global Innovation Economic Congress and the Global Service Trade and Outsourcing Summit.

"The exhibition industry provides a bridge and platform between Qingdao and the world," Feng said.

"The arrival of these important events will inject new vitality to the city's exhibition industry.

Contact the writer at [email protected]

For more information, please contact Qingdao Sub-council, China Council for the Promotion of International Trade:

TEL: (86 532)83897507

FAX: (86 532) 83897233

http://www.ccpitqd.org

The Qingdao International Beer Festival is the largest beer gala in China. Provided for China Daily

(China Daily 05/16/2014 page24)