Having covered several major MICE events over the past several months, we at Travel Daily Media have kept a close eye on the way the industry has been evolving of late.
Indeed, 2025 may not yet be over, but we have already taken note of a number of trends that are actively shaping the sector, the way it works, and the impact it has on global markets.
Of these, we believe that five particularly stand out and may be the ones dictating where the MICE sector goes in the long run.
Sustainability lies at the heart of every event
In a recent piece we did following the Asian MICE Forum, we pointed out how sustainability helped shape the event experience for participants even as it considerably reduced the event’s carbon footprint.
Indeed, events worldwide are being designed with environmentally friendly operations in mind.
As such, organisers really ought to look into more eco-friendly waste reduction methods, more sustainable catering options, a reduction in or even a total end to the use of paper, as well as staging events in eco-conscious locations.
It’s all about personalisation
Rather than a “One size fits all” approach to organising events, MICE professionals are actually analysing data gleaned from previous conferences or exhibitions and using the information to tailor offerings to the specific needs of participants.
Artificial intelligence and big data have had their part to play in this, seeing how the algorithms reveal patterns for participant behaviour, the appeal of specific topics, as well as the amenities offered at venues.
It is to be hoped that the use of such technologies will lead to the creation of personalised programmes that will make events more engaging for all concerned.
Hybrid events are here to stay
One good thing that came out of the pandemic was the way people could participate in events anywhere in the world without leaving the safety of their homes.
Today, the hybrid approach has enabled those physically unable to come to events to be in on the action via platforms like Zoom or even livestreaming on practically any social media channel.
In relation to the second point above, it also significantly reduces the carbon footprint of an event thanks to a decrease in emissions from any form of mechanised transport.
Livestreaming events also enable organisers to reach a much wider and larger audience than they can usually gather on site.
Get your tech on
We’ve seen this at MITE in Macau, ITB China in Shanghai, and ITE HCMC in Vietnam: tech has its part to play in MICE.
By this, we aren’t just talking about robotics which are being used as support solutions for event organisers in terms of ferrying materials from one end of a hall to the other or even serving as directional devices to guide lost guests.
We have seen the use of artificial intelligence (AI)-powered translation at numerous events throughout the region from plenary sessions to more intimate meetings.
Likewise, several venues have also begun to use augmented and virtual reality (AR / VR) technologies to give participants a preview of popular venues or to participate in interactive presentations to deepen their understanding of relevant concepts.
Technology is certainly a great way to ensure that participants are kept engaged and focused on any event.
Wake up and stay well
It is, alas, very easy for participants to get bored at an event, especially if it’s a forum that involves marathon panel discussions.
A number of event organisers and even individual moderators or hosts have gotten around this by introducing random activities into the discussion: participants need to stand up to vote on polls, or they need to form groups and huddle outside of the primary venue; practically any option to get people to move and wake up.
Likewise, we’ve also seen a number of events that have carbon dioxide and step count monitors to ensure that the working environment within the venue remains within healthy parameters.
Also, we’ve noted that some event organisers are veering away from the anything goes buffets of yesteryears and moving towards tasty, nutritionally balanced, and properly portioned meals at their functions.
