Pan Pacific Hotels Group (PPHG) has unveiled its "Every Meeting Matters" campaign, aiming to redefine the Meetings, Incentives, Conferences, and Exhibitions (MICE) experience in the post-pandemic era. As business travel rebounds, PPHG is investing in upgraded event spaces and technology to cater to the changing needs of the industry, which is projected to grow significantly in the coming years.
The global MICE market, valued at approximately $783.70 billion (USD 783.70 billion) in 2023, is expected to reach $1,407.45 billion (USD 1,407.45 billion) by 2032, according to Research and Markets. This growth is driven by a generational shift, with Millennials and Gen Zs now making up over 40% of conference attendees. These younger professionals are demanding more technology-enabled, wellness-focused, and environmentally responsible meetings.
PPHG's CEO, Choe Peng Sum, stated, "With the launch of Every Meeting Matters, we reaffirm our commitment to being a trusted partner for impactful meetings and events that deliver value for organisers and delegates alike." The campaign focuses on wellness, sustainability, and advanced technology, with features like high-speed connectivity, immersive LED walls, and wellness-oriented event spaces.
In the Asia-Pacific region, the MICE market is expected to grow at a CAGR of 10%, reaching $355 billion (USD 355 billion) by 2030, driven by infrastructure development and increased corporate travel. PPHG's strategic investments include the revitalisation of Pan Pacific Perth’s convention floor and enhancing venues across its brands to support sustainable and wellness-focused events.
Celine Du, Chief Commercial and Marketing Officer at PPHG, emphasised the importance of creating spaces that inspire creativity and support wellbeing, stating, "Our MICE strategy is centred on delivering experiences that combine all these aspects in a seamless manner."
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