Research on the Development Strategy of MICE Tourism in Cities —— Taking Nanjing Youth Olympic Games as an example —— Since the reform and opening up was put forward by the Third Plenary Session of the 11th Central Committee in 1978, China has embarked on a new development track. The real development of China's cities is also the implementation of reform and opening up. With the implementation of a series of open policies, tourism has also developed and matured by leaps and bounds. Urban tourism, that is, tourism activities with cities as their destinations, also came into being. Since ancient times, the city has been an important tourist destination, and all kinds of tourists for sightseeing, vacation, transit, business and official business constitute the basic prototype of urban tourism. However, for a long time, the narrow understanding of urban tourism is still limited to the tour of urban natural scenery and historical sites, and more commercial tours such as conferences and exhibitions are ignored by most people. Convention and exhibition industry, with its advantages of industrial combination, industry-driven, concentrated consumption, remarkable income and service correlation, will surely bring new impetus to the development of urban tourism. Following the successful hosting of Beijing Olympic Games, Shanghai World Expo, Xi World Expo and other international exhibitions, Nanjing also won the right to host the second Summer Youth Olympic Games in 20 14. This will undoubtedly become an important turning point in the development of mice tourism in Nanjing. Looking at the exhibition tourism industry in Nanjing at this stage, Nanjing is an important pole in the Yangtze River Delta, and the exhibition industry has played an important role in pulling its economy. According to related reports, the National Convention and Exhibition Center received 1 million people this year, and each person spent 5,000 yuan, which is 5 billion yuan. There are also booth decoration, publicity and so on. It is no exaggeration to say that the exhibition industry has the pulling effect of 1: 9 and 1: 10. According to statistics, the room rate of star-rated hotels in Nanjing has been around 60% this year, which is more than 10 percentage points higher than other cities in the Yangtze River Delta, and the total tourism revenue has also increased by more than 15%. (Nanjing Newspaper Network-Jiangsu Business Daily). Nanjing, with beautiful environment and developed economy, has become a popular city for holding various exhibitions. According to the data provided by Nanjing Convention and Exhibition Office, as of the end of June 20 10, there were 653 large-scale exhibition meetings in the city, with an average of more than 0/00 per month. These large and small exhibitions have attracted thousands of exhibitors and visitors from home and abroad. Although the whole convention and exhibition industry has a good development momentum, there are still many shortcomings in brand building, policy support, operation management and market-oriented construction, measured by the benchmark of "international convention and exhibition city". As far as the upcoming Youth Olympic Games is concerned, the shortage of urban mice tourism is quite obvious, specifically, there are several aspects. (1) "Name" is not loud enough. Today's society is a brand era, and the brand effect has a very obvious effect on the market. Compared with Beijing Olympic Games and Shanghai World Expo, Nanjing Youth Olympic Games is slightly inferior in brand building. In the final analysis, it is not enough publicity. According to statistics, the cognitive population of the Youth Olympic Games is still mostly young people. As far as Nanjing is concerned, less than 10% people know about the Youth Olympic Games (including slogans, emblems and mascots). (2) Potential accessibility still needs to be improved. As far as Nanjing is concerned, with the completion of subway lines 3 and 4, Nanjing's urban traffic will be more accessible; Nationwide, Nanjing, as a transportation hub city, has high accessibility; However, the reception of Nanjing Lukou Airport, from the perspective of the whole world, still has a lot of room for improvement. Especially in the face of the upcoming Youth Olympic Games, it is bound to attract tourists from all walks of life, and the increase of flights will undoubtedly bring greater development to Nanjing's urban tourism. (3) The service team is of poor quality. As the leader of the tertiary industry, tourism will undoubtedly reduce a lot of resistance to the development of the whole industry. However, as far as the current development is concerned, the quality of service personnel in the tourism industry is uneven, and various complaints still occur from time to time. The Youth Olympic Games is just around the corner, and only good software services can bring the whole MICE tourism to a perfect end. The disadvantages of urban convention and exhibition tourism have seriously affected the development of the whole city tourism. It is more necessary to prescribe the right medicine and put forward various countermeasures correctly. I will put forward some countermeasures for the existing problems. (1) Branding and developing into international MICE tourism will definitely bring new promotion to urban tourism, and brand is the soul of MICE tourism's survival and development. Nanjing won the right to host the 20 14 Youth Olympic Games, which created a rare opportunity for the overall exhibition tourism in Nanjing. Nanjing should formulate the overall development goal and long-term development plan of Nanjing convention and exhibition industry as soon as possible, and take the creation of "international convention and exhibition city" as the breakthrough point and focus point to lead Nanjing convention and exhibition industry to achieve leap-forward development. At the same time, it can integrate similar and related exhibitions, give play to the synergistic advantages of different exhibitions and enhance brand influence. There is also the annual summit of entrepreneurs on both sides of the Taiwan Straits, and the Nanjing Taiwan Province Famous Products Fair. These relatively large-scale exhibitions can also be used as a breakthrough for their development, and can be integrated into exhibition brands that have great influence on Taiwan Province in the whole country. If we can seize these two opportunities, it will certainly play an important role in shaping the brand of Nanjing mice tourism. (2) Strengthen the government's guiding function and create an environment more conducive to the development of MICE tourism. Six years ago, Nanjing's convention and exhibition industry was not the first in China. Today's rapid development is inseparable from the support of the government. With the government's support for the exhibition industry, the development of hardware conditions and the convenience of transportation, Nanjing exhibition has a bright future. Therefore, it is still necessary to strengthen the government's guidance and service functions in the future. Better develop urban traffic construction and improve the accessibility of the whole city. At the same time, some relevant institutional documents have been issued, which laid a good foundation for the development of urban mice tourism. (3) Strengthen education and training to attract high-quality talents. In today's society, people are the foundation. In order to realize the real development of urban mice tourism, tourists must be satisfied, which requires relevant personnel to re-educate and re-train the quality of service personnel in the whole industry. High-quality software services will inevitably make up for some shortcomings in other aspects, and measures to attract high-quality talents will also improve the service level of the whole industry. The 20 14 Youth Olympic Games will surely become a new year for the development of MICE tourism industry in Nanjing. I believe that with the large-scale publicity jointly conducted by enterprises and the government, the continuous improvement of hardware facilities and the continuous growth of professionals, the Youth Olympic Games will definitely become a milestone in the history of mice tourism in Nanjing.