Among the nearly $300 billion in revenue that the convention and exhibition industry brings to the world every year, China has failed to occupy its due market share. The main problem of developing MICE tourism is that the relationship between MICE industry and tourism is in a loose state, and the development level is still in the primary stage.

On the management level, most provinces (except a few cities with developed exhibitions) have neither clear and unified management and planning, nor the guidance of specialized management institutions. Most of the organizers focus on the application, approval and reception affairs, and rarely or even consider the extensive cooperation with the tourism department, and have insufficient understanding of the comprehensive effects of MICE tourism; On the management level, due to the limitation of multi-head management and profit orientation, it is difficult for the government to organize exhibition companies and tourism enterprises to jointly promote; In the content of activities, the main purpose of exhibitors, participants and visitors is limited to attending or watching exhibitions, and only a few people spontaneously participate in small-scale sightseeing, shopping or entertainment activities; The services provided by the tourism department for exhibitors and visitors are mainly transportation, accommodation, catering, cultural performances, shopping guides, sightseeing activities and other services are obviously insufficient; From the perspective of comprehensive benefits, the comprehensive benefits brought by convention and exhibition activities to tourism enterprises are not large enough (although they can promote the three elements of tourism, such as food, accommodation and transportation), and the benefits of various industries within the tourism industry are very uneven, with obvious accommodation, catering and transportation, and more profits; Sightseeing, shopping and entertainment have not been effectively developed, resulting in less profits, and the existing tourism resources, especially the scenic spots in the city and surrounding areas, have not been fully utilized.

Facing the new market situation and development environment, China MICE tourism must explore a new development path to achieve "standardization, intensification, branding and cooperation" as soon as possible. Therefore, China's mice industry and tourism industry should promote each other and cooperate with each other to build an optimized model for mice tourism development in China.