Earlier this year, on the occasion of AIME 2026, a conversation with Talk2 Media & Events’ event director Silke Calder revealed some key issues affecting the global MICE industry.
Finance for organising and staging mega-events is one; and as Calder put it: “I think the one problem that we all have across the industry is the rising cost [of everything.] We need to watch our budgets, as everyone is talking about the problem with cost.”
Mind you, AIME was held before the US onslaught on Iran on 28th February; but Calder’s words at the time are ringing truer now as the world is confronted by escalating costs driven up by the price of fuel which, due to the armed stalemate, remains alarmingly high.
As ITB China, another mega-event for the travel and tourism industry, is set to open tomorrow, 26th May, we have to ask: is there a way to make the MICE industry more resilient, even crisis-proof?
A multi-factor conundrum
Admittedly, we cannot really crisis-proof any industry completely, but there are ways with which to build up its defenses, so to speak.
In the case of global MICE, it is a matter of considering a number of interrelated factors which could make or break an event.
These include:
- Digital transformation via the optimisation of both available and nascent technologies;
- Implementing sustainable practices throughout the operational chain;
- Localisation of supply chains in order to get necessary materials faster; and
- Boosting public-private collaboration.
- Diversifying related revenue streams.
By adopting such measures, event companies and tourism boards the world over can be able to protect themselves from both economic fluctuations and general instability.
What to do in terms of technological integration
Properly integrating digital technologies in MICE operations involves significant investment in robust virtual event platforms to reach broader audiences and maintain engagement during travel restrictions.
At the same time, event organisers need to leverage predictive data analytics to streamline operations and personalise experiences for attendees on top of anticipating any shifts in the market.
Moreover, a shift to digitised operations also calls for stronger cybersecurity protocols to protect all data gathered during an event and beyond.
Make it sustainable
In recent years, we have seen how many event venues are shifting to more sustainable operations, and this has made them more appealing to event organisers.
Take the case of the SPICE Arena in Penang, Malaysia: its ethos for sustainable operations and eco-friendly design have made it a popular venue not just for local events, but also for global conventions and conferences.
Indeed, today’s event organisers are veering to venues and suppliers that ensure proper waste management and energy efficiency in their operations; and having sustainability certifications is also a must.
Sustainability also means working with local businesses rather than suppliers from out of town to decrease an event’s total carbon footprint whilst supporting host communities.
Diversification = wider market reach
The current boom in premium and luxury incentive travel serves as a call for the industry to consider higher-spending premium segments.
Covering the bases of executive retreats and annual meetings of the board, this particular segment has proven to be more resistant to economic turbulence.
In which case, companies need to expand into high-growth areas, particularly the Asia Pacific, by way of localised partnerships as well as strategic partnerships
Working closely with government tourism boards and local authorities to advocate for sector-specific funding and tailored infrastructure matters here, as does carefully considered crisis management protocols.
Companies able to develop unified contingency plans across the supply chain have a significant advantage, as they can easily assure organisers and participants of better health, safety, and security measures all around.
