A look at the increasing number of visitors from China reveals: Berlin is the place to be. More and more, Chinese travellers are making their way to the German capital - and not only as tourists. The Chinese MICE market is also booming and has become the most important long-distance market in Asia for the congress capital.

Until a few years ago, Berlin was in fact barely on the map for Chinese event organisers and tourists. This is changing. On the one hand, this is because of the international appeal of the capital and on the other hand due to developments in China itself. Only ten years ago, very few Chinese people had travel visas. And if they did, they were traditional delegation trips with very selected participants. Interest in foreign MICE markets such as Berlin was correspondingly low - after all, only very few were allowed to travel here anyway. It's different today. The market has become much more open and it's right in the fast lane!

Chinese event planners exploring Berlin

China is the most important market for us in Asia today. There are many international companies coming to Berlin for trade fairs and congresses as well as incentives. Companies in the pharmaceutical, IT, and electronics industries in particular are striving to come to Berlin for events. One example of many is Huawei: In recent years, the company has been very strongly represented at the International Consumer Electronics Fair (IFA) in the Veledrom.

Most Chinese event organisers have never been to Berlin before. Unlike event organisers from the UK, for example, who are now looking for niches and locations "off the beaten track", Chinese clients want to see and experience the classics. Accordingly, we start from the beginning when presenting Berlin as an event city. And the choice of location, accommodation, and catering for Chinese customers should also take special interests into account.

Our experience is that  venues and hotels with a certain reputation are very important to the Chinese. They should always be something extraordinary and exclusive.

Huawei event at IFA Berlin in the Velodrom event location

It depends on the wow factor. Castles, houses, with historical architecture, and magnificent buildings such as the Bode Museum are particularly in demand - everything that does not exist in China. But it can also be a special venue like the Stadtbad Oderberger as a typical Berlin location. It should however meet a certain standard. This also applies to the choice of hotel. Five-star hotels are of particular interest here, especially as they generally have the appropriate Chinese expertise.

Yes and no. A lot has changed now. More and more Chinese speak English well and their expectations have become less strict and much more open to new things. This is certainly due to the fact that Chinese customers are much younger and more experienced travellers than ten years ago and have already gained intercultural experience. That's why Chinese food is no longer a must and curry sausage is found quite interesting. For the subtleties of personal, intercultural interaction, however, a translator should be consulted and the most important forms of politeness should be known - and maintained.

Take advantage of the market, location, and event design knowledge of our team! We help you with planning and implementation and introduce you to event partners and experts in our city. Whether you're planning a conference, convention, meeting, or incentive, contact us at convention@visitBerlin.de or start looking for a great location in our Meeting Guide Berlin.