South China's Hainan province holds the 2018 Hainan International Tourism Island Carnival on Nov 24, 2018. About 3,000 people attend the event. [Photo provided to China Daily]

Hainan province has named the MICE industry as one of its 12 most important industries for structural optimization and boosting economic growth in its 13th Five-Year Plan.

"MICE" refers to meetings, incentives, conferences and exhibitions. The industry is growing fast and becoming a strong driver for local tourism development, as more firms choose the tropical island as a location for events due to its governmental support, high-profile international summits and natural charm.

Around 2,000 convention and exhibition activities were held in Hainan in 2018. Events mainly took place in Haikou, the provincial capital located at the northern tip of the island, Sanya, an international coastal resort city at the southern tip of the island, and Boao in Qionghai, the permanent site of the Boao Forum for Asia, according to the Department of Commerce of Hainan province.

A total of 9,033 MICE activities were held in Haikou last year, up 17 percent year-on-year, with annual revenue seeing an 18 percent increase, hitting 12.2 billion yuan ($1.78 billion). As of October 2018, there were 12,960 registered exhibition companies in Haikou, according to statistics from the Haikou Convention and Exhibition Bureau.

"With the start of winter, the best season in Hainan, the provincial capital has been holding more events, such as the China International Conference Industry Festival, the Deep Sea Energy Conference, the Hainan International Tourism Island Carnival, the International Tropical Agricultural Products Winter Trade Fair and the International Coffee Fair," said Cai Qiao, director of the Haikou bureau.

More than 120 activities were held during the 2018 Hainan International Tourism Island Carnival, the 19th time the festival has been held. The month-long extravaganza attracted millions of visitors with its art performances, food festivals, sports competitions, exhibitions and celebrations staged across the whole island.

"Apart from its natural climate and beautiful environment, the central government's decision to designate the entire island of Hainan as a pilot free trade zone has produced positive results, inspiring enthusiasm among domestic and international convention companies, who are eager to hold exhibitions and meetings in Hainan," said Cai.

"The MICE industry is growing into a 'green engine', boosting the development of Hainan's pillar industries through the in-depth integration of key sectors, including tourism, high-efficiency tropical agriculture, and the medical and health industries," he said, adding that the fast growth of the sector has also boosted the development of related companies, such as exhibition equipment companies, advertising firms, design companies, and printing companies.

World-famous movie stars, such as Aamir Khan, Jackie Chan and Johnny Depp, gather at the closing ceremony of the 1st Hainan International Film Festival in Sanya on Dec 16, 2018. [Photo/chinadaily.com.cn]

The development of the MICE industry has become a major driver of tourism consumption in Hainan, drawing in an endless supply of people and funds. Many people who come to Hainan for exhibitions and meetings end up staying for a holiday, doing some duty-free shopping, enjoying the island's delicious food, and even playing a bit of golf.

Government support, the 59-country visa-free policy and the newly expanded duty-free policy strongly boosted the island's convention and exhibition sector in 2018.

Due to the continuous improvement of hotels and other infrastructure in Hainan, the convention and exhibition industry has expanded outside of Haikou, Sanya and Bo'ao to areas such as Chengmai, Lingshui, Danzhou and others on the less-developed western coast, said Lyu Yong, director of the Department of Commerce of Hainan Province.

Lyu said that Hainan will introduce global event organizations and develop exhibition brands and companies to build the island province into an internationally-renowned destination for conferences.

The island province will also establish a joint conference system to help propel the development of the MICE industry at a provincial level, set up a provincial industrial development fund, introduce supportive management policies, and accelerate the development of a service-based, open and green economy.