A special report on the trends of MICE industry worldwide 2015

 Monday, November 23, 2015 


MICEMICE Industry has played an integrated role in exhibiting tourism potential across the globe. The MICE industry is a high end and high revenue generating segment of outdoor tourism, with North America and Europe being the key markets. Asia Pacific and Latin America are the emerging markets, on the back of strong economic growth and infrastructure development. Tourism investment has been and is still one of the best investment options in the world.

In regions such as North America, Europe, and Australia, the entire spectrum of meeting planning, from air travel and hotel rooms to meeting space, is managed end-to-end by one agency. Germany and Australia achieved cost savings of 23% and 10–20%, respectively, by end-to-end management of meetings in 2014. This engagement model is also gathering momentum in Asia Pacific and Latin America.

Though exotic locations are not preferred due to tighter budgets, there is a growing trend toward choosing cheaper destinations, which offer recreational opportunities in a relaxed atmosphere. There is a push on the part of the MICE industry to cash in on this trend through active promotion of experience tourism. In January 2015, a new initiative called “Think Scotland, Think Conference” (TSTC) was launched by the Scottish government to attract new events to the country. It aims to boost the ~$1 billion business tourism industry in the country by assigning sales people to key business sectors.

In an exclusive discussion with Carina Bauer, CEO, IMEX Group expresses her thoughts on the topic. Here’s what she says,


Creativity is fast being implemented as a mechanism to engage, learn and ultimately do business.

It’s something we explore across both of our shows via our education sessions – our programme covers thought-provoking subjects such as developing emotional connections in corporate events, why the experience matters and using science to design with confidence.  In fact we’ve developed this further at IMEX America this year with a dedicated Creativity track of education sessions running throughout all three days of the show; as well as a Play Room offering ‘quirk shops’ – a new creative way of learning – covering topics such as room design, technology, networking tools and teambuilding ideas and enabling planners to create more engaging, creative meetings.

We find that visitors enjoy these sessions as they are designed to encourage ‘out of the box thinking’. The informal, hands-on nature of these sessions sets them apart from other education at the show and lead to some surprising, interesting and always useful results!”

According to Christian Göke, CEO Messe Berlin, organiser of ITB Asia, ” “ITB Asia is a platform where the travel industry comes together to create, build and introduce new ideas. We understand the importance of keeping our delegates one step ahead and it is gratifying to have attracted the best-in-class who will share more details on overcoming obstacles and forging successes to grow in this market. With more than 150 forward-thinking speakers of the highest calibre providing visionary keynotes, insightful discussions and experience-led case studies, we aim to help delegates navigate into the next level of their businesses”.

With more events coming up this year and some travel events being launched, MICE tourism will definitely reap its benefits.

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