A guest shakes hands with a humanoid robot at the fourth China-CEEC Expo in Ningbo, Zhejiang province. [Photo provided to ezhejiang.gov.cn]

East China's Zhejiang province will introduce new measures to accelerate the development of its convention and exhibition sector, with a focus on attracting more overseas exhibitors.

The policy package, jointly issued by the Department of Commerce of Zhejiang Province and 17 other provincial departments, will take effect on Sept 27.

The guidelines call for Zhejiang to promote brand-driven growth in the exhibition industry, with an emphasis on hosting major events such as the Global Digital Trade Expo and the China-CEEC Expo at a high standard.

Zhejiang will make use of overseas R&D institutions, global incubation centers, and networks of overseas Chinese entrepreneurs to invite more high-quality international exhibitors and buyers. Local governments are encouraged to set a baseline of 10 percent overseas exhibitors at exhibitions, with policy support to gradually increase this share.

The measures also include steps to improve services and optimize the business environment. These include innovating customs inspection and supervision procedures for inbound exhibits, streamlining entry and exit processes, and opening green channels.

Provincial authorities will coordinate with embassies and consulates in China to provide tailored services for major exhibitors and delegations, including one-on-one support, faster visa processing, and improved approval rates. For urgent cases, 24-hour port visa services will be available.

To further facilitate participation, overseas exhibitors will be able to complete entry formalities with invitation letters. A pre-approval mechanism for visa-free transit will be introduced, along with a single-window system for temporary entry permits and related procedures.

Officials said the measures are designed to expand Zhejiang's exhibition economy, boost consumption, and enhance the province's role as a hub linking domestic and international markets.