In March 2026, Mr. Leo Leung, General Manager of South China, SYMA ASIA, was invited by Macao University of Tourism (UTM) to deliver a guest lecture for students in MICErelated programmes. 

The session, titled “Overview of China and International Exhibition Markets and Demand”, was coordinated by lecturer Ms. Ishtar Chan. 

It aimed to help young students gain a clear picture of the latest trends in the exhibition industry, broaden their professional perspectives, and build a solid foundation for their future careers.

With nearly 30 years of experience behind him, Leo walked the students through the nuts and bolts of exhibition contracting – what contractors actually do, how trade shows differ from consumer expos, and how cities like Beijing, Shanghai, Guangzhou, and Shenzhen each approach their exhibition planning differently. 

He used real market examples to show how local industrial strengths shape each city's event landscape.

He also didn't gloss over the hard parts. He talked openly about market homogenisation and the still-low take-up of international certifications – real issues that the industry has yet to solve. But he balanced that with a clear-eyed look at the Greater Bay Area, where he sees real momentum and fresh opportunities for the MICE sector.

The Q&A session that followed was one of the liveliest parts of the day. Students asked sharp questions-about career entry points, the value of international credentials, and how the Greater Bay Area might change their job prospects. It was clear they weren't just ticking a box; they genuinely wanted to understand the industry they're about to step into.

For SYMA ASIA, a long‑time player in the international exhibition space, sharing on-the-ground knowledge with future professionals is more than a one-off gesture-it's part of a broader commitment to the industry's long-term health. This campus session was a chance to pass on real experience and have an honest conversation with the next generation. 

SYMA ASIA will continue to work with academic partners and industry peers to support the growth of China's exhibition sector-one step at a time, but always with a clear direction.