Authorities in Chengdu, capital of southwestern China's Sichuan province, are fostering world-class expo brands as the city moves to become internationally known in the industry.

The 14th Western China International Fair that opens on Wednesday in Chengdu attracts more than 4,000 enterprises from 72 countries and regions.

This year's event is more international than before, hosting seven foreign national leaders, 25 foreign ministers, nine heads of international organizations and eight ambassadors to China.

Compared with last year, the number of participants has dropped by 25 percent, activities fell 50 percent and the exhibition area shrank 10 percent.

Despite the reductions, international exhibits increased to 48,300 square meters, some 40 percent of the total, and 27 activities from overseas companies will account for half of all events.

Agreements for investment valued at 500 billion yuan ($82 billion) are expected to be signed at the fair.

The host city Chengdu plans to hold 500 high-level events annually by 2015 and create 10 world-class expo brands to become what local officials call "a famous Chinese convention and exhibition city with international influence".

Other Chengdu-hosted events that the city government wants to promote include the National Sugar and Wine Trade Fair, the Chengdu Motor Show, the Chengdu International Furniture Fair, the China International Software Cooperation Conference and the International Festival of Intangible Cultural Heritage.

The 88th Session of the National Sugar & Wine Trade Fair held this March drew businesspeople from 26 countries and regions as the exhibition area for international pavilions reached 22,000 square meters, an increase of 25 percent over a year before. Beginning last year, Chengdu became the permanent site of the annual trade show.

One of the top four auto shows in China, the Chengdu Motor Show was the biggest in its history this year, covering 140,000 square meters and occupying all nine halls and the outdoor area of the exhibition center for the first time.

Leading automakers Audi, BMW and Mercedes-Benz from Germany, Jaguar Land Rover from Britain, Infiniti from Japan, and Chrysler from the United States, expanded their presence as exhibitors and debuted a variety of new cars.

While it is nurturing its own local exhibition brands, Chengdu has made impressive achievements in hosting other grand events.

The city held 339 conventions, exhibitions and festivals in the first three quarters of this year, including 59 international meetings and 31 international exhibitions, according to the Chengdu Statistics Bureau.

The 2013 Fortune Global Forum and the 12th World Chinese Entrepreneurs Convention were the two most important events the municipal government considers a breakthrough for the local exhibition and convention industry.

Chengdu was the first city in central and western China to host the Fortune Global Forum. More than 600 business leaders from top companies around the world gathered to share opinions on new trends in the world's largest developing economy.

At least 74 business deals signed with Fortune 500 companies or large multinationals during the event with a combined value of more than 112 billion yuan.

The 12th World Chinese Entrepreneurs Convention attracted more than 3,000 Chinese entrepreneurs and industry leaders from 105 countries and regions. A total of 241 business deals worth 132 billion yuan were signed during the convention.

Internationalization is one of the five goals in a strategy by the Chengdu Municipal Bureau of Expositions for development of the local expo industry. Others emphasize marketing, quality, branding and standardization.

According to the strategy, Chengdu will strive to introduce more major events through enhanced cooperation with international organizations, ministries, commissions, national industry associations, universities and research institutes. The Chengdu Municipal Bureau of Expositions has already signed agreements to hold the 2013 China Auto Mobile Dealers Association International Forum in November and start a regular forum on oral medicine and dentistry this year.

The strategy also calls for bringing in more renowned convention and exhibition companies from home and abroad to improve the professional level of the expo industry through cooperation.

The bureau signed agreements with the China International Exhibitions Ltd and Koelnmesse (China) Ltd earlier this year for further collaboration.

The city government is also improving Chengdu's infrastructure and services for the convention and exhibition industry. As the current Chengdu Century City New International Convention & Exhibition Center no longer meets the demands of a growing number of events, new exhibition and convention centers have been built or are under construction.

The largest in central and western China, the Western China International Expo Center will cover 500,000 square meters and have a 200,000-square-meter convention space when completed.

The New Century Global Center, said to be the largest multiplex in Asia, has a 12,000-square-meter arts center, an 8,000-square-meter convention area and two five-star hotels with over 1,000 rooms.

Through experience from hosting international events, the city has developed a unique service model which highlights "one-stop, professional and people-oriented services" widely appreciated by event organizers, local officials said.

Contact the writers at liyu@chinadaily.com.cn and pengchao@chinadaily.com.cn

Business leaders share insights at the 2013 Fortune Global Forum in Chengdu in June. Photos Provided to China Daily

The National Sugar and Wine Trade Fair held in Chengdu attracted participants from 26 countries and regions in March.

(China Daily USA 10/23/2013 page4)