The Dongqian Lake area is a key region in constructing Ningbo’s urban spatial form of “embracing the river, overlooking the lake, and facing the sea.” It is a top priority for Ningbo to expand its urban space, improve urban functions, and enhance urban quality. At the same time, the Ningbo Municipal Tourism Development Commission has designated Dongqian Lake as an important base for advancing the internationalization of Ningbo’s tourism. The project for the International Convention Center has been planned in Dongqian Lake, which gives the area greater momentum to develop MICE tourism.
As one of the first national-level tourist resorts, Dongqian Lake is located at the central node of the eastern Zhejiang tourism network. With its beautiful ecological environment and convenient transportation, it holds inherent advantages in the MICE tourism field. Vigorously developing the MICE tourism economy aligns with Dongqian Lake’s functional positioning as an “important international convention base in East China,” and serves as an important lever to drive the development of various industries within the resort, enliven its economic and cultural life, and elevate the overall level of tourism services.
In 2015, the Ningbo MICE Tourism Promotion Alliance was established. In 2017, Dongqian Lake became one of the 18 member units of the alliance and gradually began strengthening its connection and cooperation with the MICE tourism market. Currently, the MICE tourism industry in Dongqian Lake has begun to take shape.
Research first, then build the alliance—Dongqian Lake is serious about MICE tourism.
Dongqian Lake is serious and scientific about developing MICE tourism.
In early 2018, the research project “Study on the Branding Path for Dongqian Lake as a MICE Tourism Destination” was listed as a key research topic for the Dongqian Lake Tourist Resort that year. A professional agency was commissioned to research and analyze the development background of MICE tourism in the Yangtze River Delta, the market and competitive environments for MICE tourism in Dongqian Lake, as well as its resources and current status. The aim was to provide constructive opinions and suggestions for the development and branding of MICE tourism in Dongqian Lake. The initial draft has now been completed and will lay a solid foundation for the development of MICE tourism in Dongqian Lake and even Ningbo.
In October 2018, the Dongqian Lake MICE Tourism Promotion Alliance was officially established. Ningbo Dongqian Lake Culture & Tourism Development Group Co., Ltd. became the governing unit, with 10 hotels, 3 scenic spots, and 4 new-format enterprises in the area becoming the first batch of governing member units. The alliance members collaborate collectively to expand the market, giving Dongqian Lake more confidence and assurance in developing MICE tourism.
The alliance is committed to promoting the development of the MICE tourism industry in Dongqian Lake and jointly building a new brand for Dongqian Lake MICE tourism: by conducting joint promotional efforts, participating in various professional MICE tourism exhibitions, connecting with Dongqian Lake’s MICE tourism resources, and negotiating with professional MICE buyers, the alliance aims to enhance the visibility and influence of Dongqian Lake MICE tourism in the Yangtze River Delta region; it also builds a platform for cooperation and exchange, facilitates communication channels, and helps MICE tourism enterprises move beyond isolated operations by sharing government meeting resources, thus promoting complementary strengths and mutual benefits among member units.
Building platforms and seeking cooperation to create a new landmark for MICE tourism in East China.
After the establishment of the Dongqian Lake MICE Tourism Promotion Alliance, creating an integrated platform is crucial. Relying on the alliance, Dongqian Lake strengthens coordinated services and resource integration. Through information and data mining, it identifies market fundamentals that are friendly to Dongqian Lake’s resources and determines priority regional markets for initial breakthroughs. Leveraging the lakeside hotel cluster and organizing leisure products along the “four experiences”—“boating on Dongqian Lake, cycling on Dongqian Lake, driving on Dongqian Lake, and walking on Dongqian Lake”—it combines and connects regular products that meet the needs of MICE tourism, facilitating connectivity with various MICE tourism buyers.
In terms of external cooperation, Dongqian Lake actively participates in domestic and international MICE tourism professional exhibitions to promote its own MICE tourism resources, deepens cooperation with high-end domestic resource institutions, and focuses on strengthening ties with relevant national departments and units, industry intermediary agencies, and branded MICE project organizations.
In 2018, Dongqian Lake organized participation in the 4th China Convention (MICE) Industry Trade Fair (CEIF), the Beijing International Business & MICE Tourism Exhibition (IBTM), and the 11th China Conference Industry Conference (CMIC), among other professional MICE exhibitions, actively connecting with MICE buyers. The Tourism and Lake Area Management Bureau of the Ningbo Dongqian Lake Tourist Resort and Beijing Hui Lianjie Network Technology Co., Ltd. signed a strategic cooperation agreement, effectively promoting exchanges with mainstream domestic MICE platforms.
On November 30, 2018, the Shanghai Special Promotion Event for Ningbo Dongqian Lake MICE Tourism launched its first stop in East China’s MICE tourism scene in Shanghai, encouraging and promoting member units of the Dongqian Lake MICE Tourism Promotion Alliance to sign cooperation agreements with Shanghai MICE tourism buyers and strengthen MICE collaboration. The promotion event was held in Lujiazui, where major financial institutions and corporate headquarters are concentrated. An advertisement was displayed on the outdoor screen of the China Financial Information Center building, and the Yinwan Fishing Fires illuminated the Shanghai Bund, launching the brand slogan “New Landmark for MICE Tourism in East China.”
Gaining experience and building systems—Dongqian Lake is professional in MICE tourism.
Dongqian Lake has accumulated certain experience in the MICE tourism field.
In June 2018, the International Leisure Lakes Forum was held at Dongqian Lake, gathering representatives of famous lakes from around the world and countries along the Belt and Road to discuss and exchange ideas on international lake development and cooperation. In addition to the main forum, Dongqian Lake provided various services in terms of setting, catering, and atmosphere. For example, the banquet used a plated service, with tasting notes designed for each dish, and presented food culture through videos, explanations, and music during the event. The Lakeside Music Festival built a music stage by the lake, using the universality of musical language to showcase the cultural connections between China and Europe.
With the accumulation of experience, Dongqian Lake has also gained the “confidence” to reach broader markets, which has been recognized externally. The special screening of the Jeep blockbuster film “Technology·For Love” and the Jeep Brand Day event were held at the Fúquán Mountain Scenic Area in Dongqian Lake. On the day of the event, the exceptional natural scenery at the summit of Fúquán Mountain highlighted the concept of people, cars, and natural living. Nearly a thousand guests and media attendees experienced an unforgettable new car launch, and were captivated by the perfect integration of the natural grandeur of Fúquán Mountain’s tea-covered ridges and misty clouds with the launch event.
Behind these successful cases is the preliminary establishment of a MICE service system, including one-stop reception services, comprehensive meeting services such as catering, accommodation, and venues, as well as planning and reception services for activities like team-building, visits, and relaxation.
When it comes to “holding meetings,” Dongqian Lake is professional. From plan formulation, venue arrangement, material design, stage setup, performance resources to on-site execution, Dongqian Lake can provide a comprehensive service system, seamless cross-regional coordination, and one-stop meeting planning solutions.
If you want publicity, a full-media publicity lineup is always ready. Dongqian Lake has movie-industry-grade cameras, unmanned aerial drones, Ocean non-linear editing systems, professional live broadcasting equipment, as well as multimedia distribution channels such as television, newspapers, radio, the internet, Weibo, WeChat, outdoor electronic screens, and more.
The internet and big data—MICE tourism here is “smart.”
With the popularization of “Internet+” technology and the application of new intelligent technologies, the corporate business travel and MICE tourism market is gradually forming trends centered on mobile applications, data analysis, automation, integration, and cost-saving.
Big data has penetrated every aspect of Dongqian Lake tourism. Through the in-depth application of big data, the services, marketing, management, and planning of MICE tourism are enhanced. New technological achievements provide more convenient and efficient data support for MICE activity buyers, planners, and participants, thereby creating cutting-edge smart MICE tourism in East China.
Upholding the philosophy of “healthy living, happy life,” the brand of Dongqian Lake Lehuo (Lohas) Town is rising. A series of Lehuo crowdfunding activities such as “Kiss of the Lake·Mid-Autumn Elegant Gathering,” “Night Cruises on Dongqian Lake,” “World Cup Carnival Night,” “Eternal Cool Water Party,” and “First Waterfront Spectator Event” continue to enhance the brand awareness and influence of Dongqian Lake Lehuo Town.
The Dongqian Lake Lehuo Fan Card is a personalized service card designed to offer better services to MICE clients. Built using blockchain and big data technologies, it establishes a service matrix. It has now achieved comprehensive integration with services such as Lehuo crowdfunding, Lehuo points, Lehuo vouchers, e-commerce, scenic spot access control, smart guides, cycling systems, wireless WIFI, virtual tourism, online live streaming, self-service maps, air quality monitoring, and water environment monitoring.
In the new year, Dongqian Lake will further optimize and refine the organizational structure and operational model of the alliance, especially the benefit-sharing mechanism, to make the alliance more cohesive and combat-effective. It is also considering introducing special support policies for MICE tourism to attract high-end business travel conferences and major international and domestic events.