The MICE Industry and Technology Partnership

The MICE Industry

The Meetings, Incentives, Conventions, and Exhibitions or MICE represents a sector referring to a specialized niche of group tourism dedicated to planning, booking, and facilitating conferences, seminars, and other events. The industry is the highest revenue contributor to the travel industry.

According to a report published by Allied Market Research, the global MICE industry size was $805 billion in 2017 and is projected to reach $1,439.3 billion in 2025. Because of the rapid globalisation and evolvement of service industries, the group market of the tourism industry is predicted to see mind-blowing heights in the coming years.

MICE and Technology

It is no secret that technology is changing the way we work and interact anywhere and with everyone. Technologies, like artificial intelligence, virtual reality, internet of things, among others are not only making an impact in our life in general; they also affect business and the travel experience. And the MICE industry hasn’t escaped these effects.

Technology has become the protagonist of events. Now, it is unthinkable to consider any MICE where tech tools are absent. They play a vital role in the MICE business growth. For instance, many corporations have adopted e-conferences as a substitute for face-to-face meetings and conferences, especially at the time of the pandemic.

Also, technology has become increasingly helpful in enhancing and personalising experiences. Apps have become essential features of events in providing easier and impressive interactions before, during, and after the event.

Thus, in moving towards a holistic slant of planning and executing events, organisers need to leverage technology as a tool to:

• create impactful brand perceptions; and
• embed elements of collaboration, personalisation, and customisation in the experience they offer.

It is important to have a one-stop solution that takes care of every aspect of the event.

That is, from check-ins, registration, agenda, audience polls, push notifications, social sharing, live streaming, pre-launch and post-launch interactions, audience engagement, networking, gathering feedback, and so on.

The key to a successful show is to use versatile technology to craft a delightful user experience.