Re-imagining Shandong As A MICE Destination

Shandong is a province in China with its popular city, Qingdao, on the borders of the Yellow Sea. The city of Qingdao is known for its beer, a legacy of the German occupation. However, there is more to Shandong than just Qingdao and the idea was to market Shandong as a destination for team-building and business activities such as a premier meeting, incentive, conference and events (MICE) destination.

The Solution:
Under Coreen Cheah’s leadership (one of our Consultant specialising in Sales & Marketing/Commercial), has helped Qingdao, Jinan and Yantai (even though Qingdao was the more popular choice) by reintroducing a new collaborative itinerary and guests experience to meeting organisers and leisure business planners. With an international hotel chain giant, we formed a working committee, developed and host the launching of a specific business itinerary that was endorsed by the Tourism Bureau Director of each city. We also promoted this launch by inviting the top media people from Hong Kong and had our itinerary featured on one of Hong Kong’s famous TV channel.

The Results:
Shandong is now recognised as a key meetings, incentive, sporting events and leisure destination while, the international hotel chain in Shandong province has shot to number one on the ”Revenue Growth Index” based on the star-rating categories and achieved as best performing hotels after the successful campaign and maintained its ranking in the last 8 years.