Conduct your research on either conference or trade fair sector in China to identify the key challenges faced by organisers to reach a better business performance based on the current trend among the sector. In addition, certain number of recommendations should be provided according to your findings and analysis on the implementation of relevant events within the selected sector.

Key Challenges for Trade Fair Organizers in China Student’s Name Institutional Affiliation Course Instructor Date Key Challenges for Trade Fair Organizers in China Many modern business events operate on the basis of the MICE framework, which implies that they will often engage in meetings, offer incentives, hold conventions, and provide exhibitions to market their brand. Each of the processes in the MICE framework has specific requirements for the success of the event. Trade fair falls under the exhibitions aspect of the MICE framework, which entails events that bring buyers and sellers and interested persons together (MICE Lec 1, 23-24). Like other MICE activities, exhibitions are also prone to current trends that organizers have to consider during the preparation process. Assessment of the key challenges that organizers of such events in China are likely to face provides insights into how businesses should handle potential challenges. Current Trend in the Exhibition Sector of the MICE Industry One of the prominent trends in China’s trade fairs is the focus on sustainability and innovation. Li and Zhang (2023) reports about this trend in his latest visit to China, and whose sentiments are echoed by Stella McCartney, a prominent advocate for sustainable fashion. Therefore, for any trade fair to flourish, sustainability must be its priority. Another new trend is in terms of design, whereby a new generation of consumers has come up who are not confined to their traditional expectations or definitions of beauty. Instead, this new generation embrace different perspectives in things such as design, who seem to attract the audience from both the local and the international scene (Li & Zhang, 2023). Thus, the trend in the Chinese exhibitions is also shifting from the traditional to a new generation that combines different aspects of beauty. The trend in tastes is also shifting towards the spiritual and emotional desires of the market. While many individuals prioritize the functionality of a product, they also seek its emotional, spiritual, and value-based appeal. Therefore, when organizing for a trade fair, businesses need to incorporate goods and designs that satisfy the target group’s spiritual and emotional desires. Business Performance of the Exhibition Sector Businesses that understand the market dynamics and considered the factors in organizing for the trade fairs have always succeeded in attracting buyers, sellers, and sponsors. One of the most successful trade shows in China has been The Canton Fair, which exhibits almost every type of product (Amags Global, 2022). Its success is based on the fact that it strives to meet the expectations of different people around the world, which affirms the generational shift in society’s expectations that dep...