LW Advisers presented the Guide of the China Outbound MICE Tourism Market to members of Madrid Convention Bureau (MCB), Tourist Department belonging to the Madrid City Council. The report had the following objectives:
- To analyze the potential of the China Outbound MICE Tourism Market in order to formulate a medium to long term investment strategy targeting the Chinese market.
- To help the members of MCB to understand to which extent they could capture higher value from China’s outbound tourism market.
- To offer a practical guide with promotion and marketing strategy for China and adaption of the tourist offer in the destination.