Hangzhou Tea Expo Convention and Exhibition Centre—a sprawling 98,000-square-metre venue—has officially begun its transition to diversified operations after hosting the 8th China International Tea Expo. But with the doors now wide open, the big question is: how do you keep the crowds coming? And could MICE tourism—meetings, incentives, conferences, and exhibitions—be the secret sauce that drives traffic? Those were the talking points at a recent promotional event held in Longwu Tea Town, themed “Igniting Summer · A New Gravity for Events.”

In the global conference market, MICE has long been hailed as the “city’s bread” and the “engine of urban economies,” delivering serious economic returns. Research suggests that for every yuan spent on hosting a conference, related social spending can reach nine times that amount. It’s precisely this multiplier effect that has the newly opened Hangzhou Tea Expo Centre vying for a prominent spot on the city’s MICE map.

Also revealed at the event: the newly launched Club Med Urban Oasis · Hangzhou Longwu Resort has signed a partnership with Huiju (China) Conference Industry Alliance, with plans to build a collaborative platform for Yangtze River Delta event resources, drawing high-quality exhibition projects and organisers to the Longwu area. The venue also announced plans to team up with surrounding attractions—including the Rabbit Hill Music Park, Jiujie Commercial Street, and Bailongtan Scenic Area—to create an integrated ecosystem that bundles exhibitions, culture, tourism, and retail into one seamless package.