The Orange County Visitors Association in Irvine has added a “Meetings, Incentives, Conventions and Exhibitions” effort to its Beijing office.
OCVA’s current initiatives in the country include promotion via WeChat app, and a recently expanded partnership with China travel website C-TRIP.
MICE marketing in hospitality focuses on “corporate incentive” clients—travel organized by companies as rewards for sales performance. Groups usually consist of 100 to 200 people, and stay about seven days in California. Larger groups, those that include 1,000 people or more, sometimes spend $30 million on a single trip for hotel rooms, food, and entertainment, OCVA said.
Senior Vice President of Global Sales and Marketing Chip Stuckmeyer will lead the effort.
“We expect this initiative to deliver significant growth in the group meetings and incentive arena,” OCVA President and Chief Executive Ed Fuller said in a statement. “We are committed to making this a major win for OC tourism.”