The MICE industry is prioritising sustainability. Destinations are actively implementing eco-friendly practices and measuring their environmental impact. Technology and collaboration are driving a greener MICE sector.
In episode 7 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Guy Bigwood, CEO of the GDS-Movement, about the critical role that destinations play in driving sustainability and the innovative solutions being implemented to address climate change.
The Meetings, Incentives, Conferences and Exhibitions (MICE) sector is prioritising its environmental and social responsibility. During the 2009 COP Summit in Copenhagen, a collaborative effort of Scandinavian destinations was initiated to develop a roadmap towards driving the sustainability of events and furthering destinations' crucial role in achieving this goal. However, a critical question emerged: how could progress be measured and evaluated?
This realisation laid the groundwork for the development of a standardised framework to assess and benchmark destination sustainability performance. This initial framework evolved into the Scandinavian Index, launched in 2012, followed by the Global Index in 2016. Currently, the index benchmarks around 100 city destinations, providing valuable insights into their sustainability practices and highlighting best practices. By establishing clear metrics and standards, this strategic initiative enables destinations to identify areas for improvement and track progress over time.
The index is designed to be comprehensive and adaptable, covering 77 indicators across four key pillars:
The GDS-Index is founded upon the premise that incremental improvements are essential for driving progress in sustainability. By identifying and addressing minor inefficiencies, the movement empowers destinations to make substantial strides towards their sustainability goals. While ambitious goals are important, small, consistent changes have a cumulative effect. By focusing on achievable targets and implementing practical solutions, destinations can gradually enhance their sustainability performance and host more sustainable events.
While incremental improvements are valuable, transformative change is also essential for achieving ambitious sustainability goals. A fundamental mindset shift is required, coupled with developing new skillsets and adopting innovative tools. This three-pronged approach is essential for driving the necessary advancements in the sector. With this in mind, strategic consulting and training to help cities develop comprehensive climate action and diversity strategies are essential, ultimately building a strong vision and implementation plan for driving sustainable transformation.
By incorporating sustainability and social impact goals into event planning the MICE sector has the potential to be a powerful force for positive change. Events can be used to raise awareness of social and environmental issues to inspire action and catalyse mindset shifts. By bringing together diverse stakeholders, events serve as platforms for dialogue, collaboration and innovation. For example, the European Society of Cataract and Refractive Surgeons (ESCRS) provided a platform to address the significant environmental impact of the healthcare industry. By developing a sustainable event strategy, the ESCRS aimed to catalyse broader change within the healthcare sector. This initiative has led to a reduction in hospital waste for cataract surgery, one of the world's most common procedures, by 80% and inspired suppliers to develop products with 90% less plastic packaging. Such actions demonstrate the power of events to drive sustainable practices across entire industries.
Some destinations have been particularly successful in integrating sustainability into their event strategies, showcasing the potential to balance economic growth with environmental protection and social wellbeing. These cities can inspire other destinations to follow suit and create a more sustainable future for the MICE sector:
The UAE has made substantial investments in infrastructure and development, with its strategic focus on attracting major global events demonstrating an ambition to catalyse innovation and industry growth and offering economies of scale. In particular, the UAE is experiencing a surge in visitors from non-traditional markets, solidifying its position as a global events hub. This shift presents a unique opportunity for the country to leverage its influence and drive positive change. To maximise this potential, the UAE can strategically utilise events as platforms for addressing critical societal challenges such as climate change, emerging public health challenges and achieving social equity. By aligning event strategies with broader national goals, the UAE can harness the potential of the MICE sector to create a lasting legacy and improve the overall wellbeing of its population.
To achieve this, a paradigm shift is required in how events are planned, measured and evaluated. New metrics and frameworks are needed to capture the full spectrum of event impacts, including environmental, socio-cultural and economic outcomes. By adopting a holistic approach, the UAE can position itself as a leader in sustainable and socially responsible event hosting. While the UAE has taken some steps in this direction, it requires a more proactive approach to truly lead in this area.
Nevertheless, the UAE's strong commitment to sustainability is demonstrated by a long-term vision. Detailed strategies outline the country's plans for driving sustainability, including the Environment Vision 2030, which aims to protect the country's natural heritage, and a wider ambition to be the world’s best in environmental conservation by 2071. Significant progress has already been made, particularly in water management, where 62% of the water in Abu Dhabi is reused. This achievement highlights the UAE's ability to set ambitious goals and deliver tangible results. However, other areas have more scope for improvement, such as boosting recycling rates from its current 10% baseline.
Integrating these achievements and the strategic direction into the MICE sector presents a substantial opportunity and is crucial for ensuring lasting competitiveness. By translating these government initiatives into practical applications, the UAE will become a global leader in sustainable tourism. This is most evident in the hospitality sector, where the country boasts some of the world's most energy-efficient hotels because the pace of technological advancement has led to rapid adoption and replacement of older technologies.
The escalating climate crisis evokes a sense of both outrage and optimism. While the detrimental effects of climate change and its societal impact are accelerating, there is a parallel surge in the exponential development of technological solutions and renewable energy sources. While integrating emerging technologies presents challenges, they also offer significant opportunities for the MICE sector, especially as they gradually become cheaper.
With the MICE sector experiencing a resurgence and event organisers displaying increased creativity, advancements in digital tools and platforms are enabling event organisers to optimise resource utilisation and reduce waste, while still maintaining strong attendee experiences. While the current preference is for in-person events over hybrid formats, the potential for integrating both models in the future remains. In this regard, hologram technology acts as a powerful tool to enable virtual attendance for speakers. This technology can be used to reduce the need for travel, thereby eliminating associated carbon emissions. By creating realistic 3D representations of speakers, hologram technology enables attendees to see virtual participants as if they are physically present at the event. Such technologies can therefore enhance attendee engagement by providing a more immersive and interactive experience.
Artificial Intelligence (AI) is one of the main drivers of MICE sector transformation. AI-driven tools are being utilised to analyse audience demographics, provide inspiration for event organisers and streamline event planning processes. This not only transforms the way events are organised but also necessitates a shift in the workforce, with a greater emphasis on creative and project management roles.
AI can also be used to solve a range of specific sustainability challenges faced by the MICE sector. For example, it has been estimated that 50% of the food in a buffet is thrown away. However, companies such as LeanPath use AI-powered cameras to monitor food waste in commercial kitchens. By tracking the types and quantities of food waste, LeanPath helps kitchens reduce the amount of food that is prepared, thereby decreasing waste and enabling financial savings. Rolling out this type of technology across the sector can have a significant impact, with its implementation in 2023 eliminating 8 million kilograms of waste and lowering carbon dioxide emissions and excess water consumption by 55,000 tonnes and 491,000 bathtubs respectively.
The MICE sector is at a pivotal moment, with sustainability a defining factor for its future. Demonstrating a clear commitment to achieving sustainability goals is no longer a differentiator but a necessity. Events must evolve into platforms that leave a lasting positive impact, building a legacy of sustainability and social good. By embracing innovation, collaboration and the measurement of economic, social and environmental impact, the sector can accelerate its transition to a more sustainable model. The speed of change can be rapid, as exemplified by cities like Belfast, inspiring confidence in the sector's ability to overcome challenges and become a driver of prosperity and community wellbeing.
Here are the key takeaways:
In episode 7 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Guy Bigwood, CEO of the GDS-Movement, about the critical role that destinations play in driving sustainability and the innovative solutions being implemented to address climate change.
The Meetings, Incentives, Conferences and Exhibitions (MICE) sector is prioritising its environmental and social responsibility. During the 2009 COP Summit in Copenhagen, a collaborative effort of Scandinavian destinations was initiated to develop a roadmap towards driving the sustainability of events and furthering destinations' crucial role in achieving this goal. However, a critical question emerged: how could progress be measured and evaluated?
This realisation laid the groundwork for the development of a standardised framework to assess and benchmark destination sustainability performance. This initial framework evolved into the Scandinavian Index, launched in 2012, followed by the Global Index in 2016. Currently, the index benchmarks around 100 city destinations, providing valuable insights into their sustainability practices and highlighting best practices. By establishing clear metrics and standards, this strategic initiative enables destinations to identify areas for improvement and track progress over time.
The index is designed to be comprehensive and adaptable, covering 77 indicators across four key pillars:
The GDS-Index is founded upon the premise that incremental improvements are essential for driving progress in sustainability. By identifying and addressing minor inefficiencies, the movement empowers destinations to make substantial strides towards their sustainability goals. While ambitious goals are important, small, consistent changes have a cumulative effect. By focusing on achievable targets and implementing practical solutions, destinations can gradually enhance their sustainability performance and host more sustainable events.
While incremental improvements are valuable, transformative change is also essential for achieving ambitious sustainability goals. A fundamental mindset shift is required, coupled with developing new skillsets and adopting innovative tools. This three-pronged approach is essential for driving the necessary advancements in the sector. With this in mind, strategic consulting and training to help cities develop comprehensive climate action and diversity strategies are essential, ultimately building a strong vision and implementation plan for driving sustainable transformation.
By incorporating sustainability and social impact goals into event planning the MICE sector has the potential to be a powerful force for positive change. Events can be used to raise awareness of social and environmental issues to inspire action and catalyse mindset shifts. By bringing together diverse stakeholders, events serve as platforms for dialogue, collaboration and innovation. For example, the European Society of Cataract and Refractive Surgeons (ESCRS) provided a platform to address the significant environmental impact of the healthcare industry. By developing a sustainable event strategy, the ESCRS aimed to catalyse broader change within the healthcare sector. This initiative has led to a reduction in hospital waste for cataract surgery, one of the world's most common procedures, by 80% and inspired suppliers to develop products with 90% less plastic packaging. Such actions demonstrate the power of events to drive sustainable practices across entire industries.
Some destinations have been particularly successful in integrating sustainability into their event strategies, showcasing the potential to balance economic growth with environmental protection and social wellbeing. These cities can inspire other destinations to follow suit and create a more sustainable future for the MICE sector:
The UAE has made substantial investments in infrastructure and development, with its strategic focus on attracting major global events demonstrating an ambition to catalyse innovation and industry growth and offering economies of scale. In particular, the UAE is experiencing a surge in visitors from non-traditional markets, solidifying its position as a global events hub. This shift presents a unique opportunity for the country to leverage its influence and drive positive change. To maximise this potential, the UAE can strategically utilise events as platforms for addressing critical societal challenges such as climate change, emerging public health challenges and achieving social equity. By aligning event strategies with broader national goals, the UAE can harness the potential of the MICE sector to create a lasting legacy and improve the overall wellbeing of its population.
To achieve this, a paradigm shift is required in how events are planned, measured and evaluated. New metrics and frameworks are needed to capture the full spectrum of event impacts, including environmental, socio-cultural and economic outcomes. By adopting a holistic approach, the UAE can position itself as a leader in sustainable and socially responsible event hosting. While the UAE has taken some steps in this direction, it requires a more proactive approach to truly lead in this area.
Nevertheless, the UAE's strong commitment to sustainability is demonstrated by a long-term vision. Detailed strategies outline the country's plans for driving sustainability, including the Environment Vision 2030, which aims to protect the country's natural heritage, and a wider ambition to be the world’s best in environmental conservation by 2071. Significant progress has already been made, particularly in water management, where 62% of the water in Abu Dhabi is reused. This achievement highlights the UAE's ability to set ambitious goals and deliver tangible results. However, other areas have more scope for improvement, such as boosting recycling rates from its current 10% baseline.
Integrating these achievements and the strategic direction into the MICE sector presents a substantial opportunity and is crucial for ensuring lasting competitiveness. By translating these government initiatives into practical applications, the UAE will become a global leader in sustainable tourism. This is most evident in the hospitality sector, where the country boasts some of the world's most energy-efficient hotels because the pace of technological advancement has led to rapid adoption and replacement of older technologies.
The escalating climate crisis evokes a sense of both outrage and optimism. While the detrimental effects of climate change and its societal impact are accelerating, there is a parallel surge in the exponential development of technological solutions and renewable energy sources. While integrating emerging technologies presents challenges, they also offer significant opportunities for the MICE sector, especially as they gradually become cheaper.
With the MICE sector experiencing a resurgence and event organisers displaying increased creativity, advancements in digital tools and platforms are enabling event organisers to optimise resource utilisation and reduce waste, while still maintaining strong attendee experiences. While the current preference is for in-person events over hybrid formats, the potential for integrating both models in the future remains. In this regard, hologram technology acts as a powerful tool to enable virtual attendance for speakers. This technology can be used to reduce the need for travel, thereby eliminating associated carbon emissions. By creating realistic 3D representations of speakers, hologram technology enables attendees to see virtual participants as if they are physically present at the event. Such technologies can therefore enhance attendee engagement by providing a more immersive and interactive experience.
Artificial Intelligence (AI) is one of the main drivers of MICE sector transformation. AI-driven tools are being utilised to analyse audience demographics, provide inspiration for event organisers and streamline event planning processes. This not only transforms the way events are organised but also necessitates a shift in the workforce, with a greater emphasis on creative and project management roles.
AI can also be used to solve a range of specific sustainability challenges faced by the MICE sector. For example, it has been estimated that 50% of the food in a buffet is thrown away. However, companies such as LeanPath use AI-powered cameras to monitor food waste in commercial kitchens. By tracking the types and quantities of food waste, LeanPath helps kitchens reduce the amount of food that is prepared, thereby decreasing waste and enabling financial savings. Rolling out this type of technology across the sector can have a significant impact, with its implementation in 2023 eliminating 8 million kilograms of waste and lowering carbon dioxide emissions and excess water consumption by 55,000 tonnes and 491,000 bathtubs respectively.
The MICE sector is at a pivotal moment, with sustainability a defining factor for its future. Demonstrating a clear commitment to achieving sustainability goals is no longer a differentiator but a necessity. Events must evolve into platforms that leave a lasting positive impact, building a legacy of sustainability and social good. By embracing innovation, collaboration and the measurement of economic, social and environmental impact, the sector can accelerate its transition to a more sustainable model. The speed of change can be rapid, as exemplified by cities like Belfast, inspiring confidence in the sector's ability to overcome challenges and become a driver of prosperity and community wellbeing.
Here are the key takeaways:
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