From December 5 to 7, 2025, the 10th "Cesim Elite" National Hospitality Simulation Competition was successfully held at Guilin Tourism University. Marking the tenth anniversary of the event, this year’s competition attracted 272 teams from 61 universities nationwide and featured, for the first time, concurrent participation from students across the Chinese mainland, Hong Kong, and Macau. The "Tie Ren Si Xiang" team, formed by Tourism, Hospitality and Event Management (THEM) Programme students Tang Xingzhou, Zhou Linran, Yu Qintian and Yin Zhangzhe from the School of Culture and Creativity, Beijing Normal-Hong Kong Baptist University (BNBU) stood out among teams nationwide, winning both the National First Prize and the "Best Poster Award."

The competition used the Cesim Hospitality platform to create a realistic business environment. Beginning with identical market conditions, participants had to complete six intense simulation rounds covering a three-year operational cycle. The decision-making chain included core modules such as revenue management, dynamic pricing, sustainability (ESG), and menu engineering, testing students' market insights and data-driven decision-making skills. The finals also featured a Team English Presentation and a Business Roadshow, assessing the teams' innovation, practical feasibility, and cross-cultural communication abilities.

During the challenging business presentation, the team discussed the industry shift from standardized services to high-quality, integrated living spaces. Under the theme "AI Voice Assistant: Balancing Tech Efficiency and Human Warmth in Hospitality," they introduced a "JARVIS"-style AI concept. The team clearly illustrated how technology can empower human hospitality, boldly moving beyond just cost reduction. They argued that technology should not replace humans but serve as an enhancement tool for employees. By freeing staff from low-value, routine tasks, the team envisioned a leap from human cost to human capital.

This achievement reflects BNBU's educational approach of learning through competition. By staying closely aligned with industry developments, the university helps students master emerging technologies while maintaining the human element in service. Under the mentorship of Dr. Cai Danting, the team underwent a rigorous preparation process, refining everything from business logic development to data simulation exercises. During the finals, Dr. Chan Ho-kai offered on-site guidance, helping students maintain a professional and confident attitude under high-pressure competitive conditions. In the face of industry transformation in the AI era, BNBU fosters versatile professionals through ongoing collaboration between industry and education, focusing on both technical skills and a people-centered mindset, thereby supporting the growth of the culture and tourism sectors.

It is noteworthy that both of our representative teams performed exceptionally well during the semifinal stage. Both the "Tie Ren Si Xiang" team and the "Gao Sheng" team (which includes Liu Minhao, Zhang Buwei, Zhang Chengru, and Wang Zhiming) secured top results, ranking 2nd and 3rd in their respective groups. Although the competition rule of "one team per institution" meant only one team could advance to the Grand Finals, the "Gao Sheng" team received the National Third Prize for their outstanding performance. This "dual success" in the semifinals highlights the overall competitive strength and talent depth of the THEM programme.

Text: Yin Zhangzhe

Edit: Weilu WANG

Images: Chan Ho-kai, CESIM