A New Driving Force in MICE: The Role and Opportunities of Cultural Experiences

28 May 2025

10:00-11:00

Panel

Raymond Qian

Managing Director / CR Solution China

Sarah McDonald

Board Member / SITE Australia New Zealand

Jeff Fongmool

Managing Director / MICE MAGNET ASIA

Gloria Wu

China Travel Service (H.K)ltd. / Deputy General Manager

A New Driving Force in MICE: The Role and Opportunities of Cultural Experiences

As cultural experiences evolve from optional add-ons to strategic differentiators inalobal MICE, this forum explores their transformative power. By examining culturalsymbol commercialization, risk-intelligent venue innovation, and experience legacythrough lP monetization, we dissect how deep cultural engagement reshapes industryparadiams-turning heritage into actionable value while balancing commercial viabilitywith ethical stewardship.

Speaker:

Raymond Qian	Sarah McDonald	Jeff Fongmool
Gloria Wu