Sanya’s unique tropical coastal natural resources and high-quality services that adhere to global standards continue to prove highly appealing to corporate groups. This week, the city welcomed a large-scale MICE travel group from Europe for a business event.


On May 20th, 2019, around 240 employees from Germany-based Ixina Worldwide, the world’s leading kitchen appliance manufacturer, arrived in Sanya for a four-day global distributor conference.


“We have been preparing for this MICE event for a long time,” said Pierre Pont, President of Ixina Worldwide. “In the beginning, we looked at many tourist holiday destinations such as Sanya, Thailand, and Bali.” Mr. Pierre Pont added that he was impressed with Sanya after he learned about the city through its official tourism Facebook page. In October 2018, he visited Sanya to inspect the venues and hotels proposed for the event. After viewing the city’s world-class facilities and unique tropical charms, he decided on Sanya as the venue for the conference.

The arrival of this large European corporate group in Sanya will help increase recognition of Sanya’s tourism brand in the European market. In recent years, Sanya has been actively working to explore the European market with multiple marketing strategies, including a “Go Out and Invite In” marketing strategy and new media channels. The European market will continue to be an important overseas tourist source for Sanya. In the future, Sanya will continue to develop more tour products that cater to European visitors, including MICE tours and parent-child tours.