The GCC MICE industry might be showing a sustained growth over the years, but challenges facing the industry is also constantly on the rise, according to a senior industry official. Saif Mohammed Al Midfa, Director General of Expo Centre Sharjah, was speaking ahead of the UFI Open Seminar in the Middle East.
“While the MICE industry is growing by leaps and bounds, our clients’ expectations are changing. Today, technology allows them to do things online that they used to do at exhibitions while their expectations of measurability are sky-rocketing both online and in other media,” said Midfa.
The UFI Open Seminar in the Middle East will be held in Muscat from 24-26 March 2013, under the theme ‘Getting ready for future exhibition industry challenges’.
“At the discussion, we will look at how to re-engineer events to meet changing expectations and what are opportunities and risks for exhibition organisers as we explore interaction between digital and face-to-face,” added Midfa.