TMS. The ICCA community represents the global meetings and associations ecosystem. How do you see SNIEC’s role evolving within the international business events network, especially in attracting association meetings to China?
Michael Kruppe. Traditionally SNIEC was for many years a pure b2b venue for larger trade shows and exhibitions. In the last 5 years we evolved into a reliable partner to hold association meetings, conferences and corporate events as well. Many meetings these days, especially in Shanghai, are having more than 1500-2000 attendees, and that number is already above the maximum any hotel can hold. Thus SNIEC with its super convenient location, logitstic hub and last but not least excellent service is a logic choice for such events.
TMS. ICCA emphasizes knowledge sharing and collaboration. How does SNIEC foster such collaboration among its organisers, partners, and international associations?
Michael Kruppe. We are basically partnering with all kind of organizers globally plus in the last years also with more and more associations. Especially for new players to Shanghai we share with them our local networkd and guide them as well in what it takes to operate here in China, more specifically in Shanghai.
TMS. With Shanghai positioned as a global hub for trade and business, what new opportunities or infrastructure developments are helping SNIEC strengthen its appeal for international conventions and congresses?
Michael Kruppe. Shanghai already moved up many ranks to become a more important player for international and also domestic events. One of the key points is what I already mentioned before. Shanghai and especially SNIEC with the connection to the international airport through the Maglev train which takes less than 10 minutes, with the connection to 3 subway lines and of course having over 10000 hotel rooms in the vicinity is the ideal choice for events for thousands of attendees.
TMS. Many ICCA members are focused on sustainability and legacy impact. How is SNIEC aligning with these priorities — both in venue operations and in the kind of events it hosts?
Michael Kruppe. Sustainability seems to be the new kid on the block but actually it is an old topic and in SNIEC we are focusing on this even before Covid. An ESG departments has been set up 3 years ago and we have created a platform called “ Friends circle of SNIEC” where we regularly invite stakeholders and present action plans our organizing activities. On nov 15, we will be having our first Green bicycle day where we will ride on bikes around SNIEC and nearby parks to point out the importance to integrate all stakeholders into this ESG format.
TMS. In the global association meetings segment, competition between Asian destinations is rising rapidly. What, in your view, gives Shanghai and SNIEC a competitive edge over other leading Asian venues?
Michael Kruppe. To be honest, every city in Asia is certainly unique. However, I believe that the old concept of coming together for 1-2 days plus enjoying beautiful landscapes is not enough. Nowadays, attendees expect also cultural and additional economical attractions. Shanghai has upgrade massively with lots of museums, theatres, nightlife, culinary temples, shopping, etc. You name it. I would say no other Asian cities unite all these activities in one plus holding the event also in a very convenient travel destination. Last but not least, Shanghai is one of the safest cities in the world.
TMS. China’s business events industry has been seeing a strong rebound. What trends are you observing in terms of international participation, collaboration, or event formats in 2025?
Michael Kruppe. In simple words, it is a combination of maximum leverage within the shortest time possible as everybody is busy at their work. The formats are similar like trade shows that means attendees expect what we call
customer experience plus having exciting side activities. I don’t think there is a real format name for this but this is what happens.
TMS. As CEO of one of Asia’s busiest exhibition centres, what is your vision for strengthening China’s integration into the global association meetings community — especially through platforms like ICCA and UFI?
Michael Kruppe. There is still way to go. China and especially Shanghai were focusing a lot in the past on just being a convenient logistic hub. That was and will remain true. However, what I mentioned before, and I talk mainly about Shanghai now, is the lack of exciting cultural , culinary or scenic landmarks. Shanghai has invested massively here and i.e they have build a series of rooftop venues, river walk and cruise activities, etc. So such message we need to repeatedly place during UFI and ICCA and also other MICE related meetings and we will see the fruits very soon.
TMS. With technology and AI transforming event experiences globally, how is SNIEC leveraging digital infrastructure and smart venue technology to enhance organiser and delegate experiences?
Michael Kruppe. Here I believe being just a venue we have to listen carefully what the event organizers and associations want. The key is being flexible and using the meanwhile world famous CHINA SPEED to deliver what is needed. There is not really an overall AI tool matching all the events alike, so again, listening and acting what the customer wants is the key.
TMS. Finally, as ICCA members from across the world gather in Portugal, what message would you like to share with your peers in the international meetings and association community?
Michael Kruppe. It is important to understand the potential of China and mainly Shanghai. So my message is: we are ready, come on, come in and find out and leave with joy and new experiences.
