This article explores how despite the fundamental purpose of events remaining unchanged - to connect people in a live environment - the manner in which this core function is executed has undergone significant transformation.
In episode 3 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Ashley Roberts, Managing Director of CONNECT, a leading event organiser in Oman, about how the Meetings, Incentives, Conferences and Exhibitions (MICE) sector is adapting to new challenges and opportunities. This article explores how despite the fundamental purpose of events remaining unchanged - to connect people in a live environment - the manner in which this core function is executed has undergone significant transformation.
A pivotal shift in the MICE industry involves a heightened emphasis on understanding customer needs. Event organisers now place greater importance on delivering tangible outputs and a measurable Return on Investment (RoI). This was catalysed by the COVID-19 pandemic, which enabled a period of introspection and innovation within the industry and forced event organisers to re-evaluate their propositions and how they can prioritise customer needs.
The pandemic also transformed customer expectations, which the MICE industry needed to rapidly monitor and plan how these new behaviours could be integrated into their services. COVID-19 lockdowns spurred a massive acceleration in the adoption of digital technologies. As people shifted to working, learning and socialising online, they became more comfortable and adept at navigating virtual environments. This newfound familiarity with digital tools and platforms has led to a heightened expectation for seamless integration between physical and digital experiences at events.
With such a rapidly changing and dynamic environment, the pandemic also fostered collaboration among industry professionals. As organisations grappled with shared challenges, event organisers remained engaged and connected through webinars and shared knowledge through informative articles. This collective effort not only provided mutual support but also spurred innovation, with a growing understanding of the importance of purpose and depth in curating event programmes. This newfound focus on purpose necessitates a shift in how events are conceived and executed to deliver content and experiences that resonate on a deeper level.
The post-COVID return of in-person events presented a powerful opportunity to bridge the gap created by the pandemic and bring the industry back together. These events served as important platforms for industry dialogue, allowing professionals to reconnect, share learnings and develop solutions to the challenges they had all faced collectively. These discussions extended beyond the immediate aftermath of the pandemic but also considered other key trends and expectations for the future.
Collaboration is essential for the success of the MICE industry and played a strong role in its recovery. Event organisers, government bodies and industry stakeholders must work together to create a thriving ecosystem. By pooling resources, expertise and support, these entities can achieve outcomes that would be unattainable individually. Abu Dhabi Business Events Forum, organised by the Abu Dhabi Department of Culture and Tourism, served as a prime example, with the three editions of the event between 2021 and 2023 demonstrating the effectiveness of events in fostering dialogue.
The industry's resilience was evident as people returned to attending in-person events post-pandemic, resulting in record-breaking attendance and revenue figures. This resurgence underscored the enduring appeal of live experiences and the crucial role they play. However, sustained success in this competitive and dynamic industry necessitates a relentless focus on customer-centricity and a commitment to ongoing evaluation. By prioritising attendee needs, preferences and expectations, event organisers can create tailored experiences that foster loyalty and drive repeat business. Regular assessment of business performance, including metrics such as attendee satisfaction, ROI and lead generation, is essential for identifying areas of improvement and capitalising on emerging opportunities.
The events industry is no longer confined to the physical realm, with the rise of virtual and hybrid events during the initial recovery from COVID. Instead, events have evolved into a multifaceted platform encompassing online and in-person experiences. This shift is driven by the growing influence of big media and tech giants who are adept at capturing audience attention and engagement in the digital space through offering immersive online experiences, on-demand content and sophisticated digital communities.
To thrive in this competitive landscape, event organisers must establish a strong digital presence. This involves creating high-quality content that is valuable to their target audience, regardless of whether they are attending an event or not. Webinars, podcasts, blog posts and social media content are all effective ways to engage with potential attendees and establish thought leadership within their industry. Additionally, event organisers can leverage social media platforms to foster online communities where attendees can connect with each other, share ideas and continue the conversation beyond the event itself.
Similarly, event organisers often make the mistake of viewing their events as one-off occurrences, focusing solely on securing attendance for the next year rather than cultivating ongoing relationships. This short-sighted approach overlooks the needs of attendees to constantly obtain new insights and best practice examples and fails to capitalise on the opportunity to provide year-round engagement. By strategically packaging their event offer in a more coherent, consistent and sustained manner and leveraging their defined and specialised knowledge, event organisers can significantly increase their market share and build lasting connections with their audience. For example, CONNECT's expertise in the fields of energy, sustainability, construction and design, health, food and agriculture and mining in regional markets acts as a key strategic advantage that helps the company to maximise the impact of its events.
Data is essential for successful event management in today's customer-centric and digitalised world. It's the key to unlocking a profound understanding of attendees, their preferences and their evolving needs. Event organisers who harness the power of data can transform their events into dynamic platforms for engagement and value creation and design a holistic attendee experience that extends far beyond the event itself. This involves cultivating a strong network of partners, developing deep subject matter knowledge and fostering a collaborative environment where innovative ideas can flourish and have a lasting impact. Placing the attendee at the centre of every decision is thus key to the ongoing evolution of the MICE sector.
By collecting and analysing information about attendees, exhibitors, sponsors and other stakeholders, event organisers can create highly personalised experiences. This data-driven approach enables event organisers to tailor content, networking opportunities and even the overall event atmosphere to specific audience segments. For instance, AI-powered chatbots can answer attendee questions in real time, provide personalised recommendations for sessions and speakers and facilitate connections with other attendees who share similar interests. This ensures that attendees receive information that is relevant to their needs and interests, and ultimately, enhances their overall event experience.
Moreover, data empowers event organisers to extend their impact beyond the physical event. By leveraging insights into attendee behaviour and preferences, organisers can develop year-round engagement strategies. This might involve creating online communities, distributing exclusive content or offering personalised follow-up interactions. By tailoring the delivery of this content to meet the specific preferences and timing of the target audience, event organisers can effectively position themselves as essential resources within their respective fields of expertise. By nurturing relationships with attendees long after the event concludes, organisers can increase customer loyalty, generate additional revenue streams and solidify their position as industry thought leaders.
The MICE sector is undergoing a transformative phase, requiring a blend of technology, human connection and innovative business models. COVID has made people reconsider the way the MICE industry works and spurred innovation by driving a shift towards a focus on data-centric strategies, digital transformation and a deeper understanding of attendee needs. The crisis necessitated a move beyond traditional event formats, fostering collaboration and emphasising year-round engagement to meet the increased demands of attendees and counteract the competition emerging from media and tech giants. This has been accompanied by technological advancements, with AI tools playing an increasingly crucial role in delivering personalised experiences. As the industry continues to evolve, the lessons learned from the pandemic will undoubtedly shape the future of MICE, driving a new era of innovation, engagement and value creation.
Here are the key takeaways:
In episode 3 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Ashley Roberts, Managing Director of CONNECT, a leading event organiser in Oman, about how the Meetings, Incentives, Conferences and Exhibitions (MICE) sector is adapting to new challenges and opportunities. This article explores how despite the fundamental purpose of events remaining unchanged - to connect people in a live environment - the manner in which this core function is executed has undergone significant transformation.
A pivotal shift in the MICE industry involves a heightened emphasis on understanding customer needs. Event organisers now place greater importance on delivering tangible outputs and a measurable Return on Investment (RoI). This was catalysed by the COVID-19 pandemic, which enabled a period of introspection and innovation within the industry and forced event organisers to re-evaluate their propositions and how they can prioritise customer needs.
The pandemic also transformed customer expectations, which the MICE industry needed to rapidly monitor and plan how these new behaviours could be integrated into their services. COVID-19 lockdowns spurred a massive acceleration in the adoption of digital technologies. As people shifted to working, learning and socialising online, they became more comfortable and adept at navigating virtual environments. This newfound familiarity with digital tools and platforms has led to a heightened expectation for seamless integration between physical and digital experiences at events.
With such a rapidly changing and dynamic environment, the pandemic also fostered collaboration among industry professionals. As organisations grappled with shared challenges, event organisers remained engaged and connected through webinars and shared knowledge through informative articles. This collective effort not only provided mutual support but also spurred innovation, with a growing understanding of the importance of purpose and depth in curating event programmes. This newfound focus on purpose necessitates a shift in how events are conceived and executed to deliver content and experiences that resonate on a deeper level.
The post-COVID return of in-person events presented a powerful opportunity to bridge the gap created by the pandemic and bring the industry back together. These events served as important platforms for industry dialogue, allowing professionals to reconnect, share learnings and develop solutions to the challenges they had all faced collectively. These discussions extended beyond the immediate aftermath of the pandemic but also considered other key trends and expectations for the future.
Collaboration is essential for the success of the MICE industry and played a strong role in its recovery. Event organisers, government bodies and industry stakeholders must work together to create a thriving ecosystem. By pooling resources, expertise and support, these entities can achieve outcomes that would be unattainable individually. Abu Dhabi Business Events Forum, organised by the Abu Dhabi Department of Culture and Tourism, served as a prime example, with the three editions of the event between 2021 and 2023 demonstrating the effectiveness of events in fostering dialogue.
The industry's resilience was evident as people returned to attending in-person events post-pandemic, resulting in record-breaking attendance and revenue figures. This resurgence underscored the enduring appeal of live experiences and the crucial role they play. However, sustained success in this competitive and dynamic industry necessitates a relentless focus on customer-centricity and a commitment to ongoing evaluation. By prioritising attendee needs, preferences and expectations, event organisers can create tailored experiences that foster loyalty and drive repeat business. Regular assessment of business performance, including metrics such as attendee satisfaction, ROI and lead generation, is essential for identifying areas of improvement and capitalising on emerging opportunities.
The events industry is no longer confined to the physical realm, with the rise of virtual and hybrid events during the initial recovery from COVID. Instead, events have evolved into a multifaceted platform encompassing online and in-person experiences. This shift is driven by the growing influence of big media and tech giants who are adept at capturing audience attention and engagement in the digital space through offering immersive online experiences, on-demand content and sophisticated digital communities.
To thrive in this competitive landscape, event organisers must establish a strong digital presence. This involves creating high-quality content that is valuable to their target audience, regardless of whether they are attending an event or not. Webinars, podcasts, blog posts and social media content are all effective ways to engage with potential attendees and establish thought leadership within their industry. Additionally, event organisers can leverage social media platforms to foster online communities where attendees can connect with each other, share ideas and continue the conversation beyond the event itself.
Similarly, event organisers often make the mistake of viewing their events as one-off occurrences, focusing solely on securing attendance for the next year rather than cultivating ongoing relationships. This short-sighted approach overlooks the needs of attendees to constantly obtain new insights and best practice examples and fails to capitalise on the opportunity to provide year-round engagement. By strategically packaging their event offer in a more coherent, consistent and sustained manner and leveraging their defined and specialised knowledge, event organisers can significantly increase their market share and build lasting connections with their audience. For example, CONNECT's expertise in the fields of energy, sustainability, construction and design, health, food and agriculture and mining in regional markets acts as a key strategic advantage that helps the company to maximise the impact of its events.
Data is essential for successful event management in today's customer-centric and digitalised world. It's the key to unlocking a profound understanding of attendees, their preferences and their evolving needs. Event organisers who harness the power of data can transform their events into dynamic platforms for engagement and value creation and design a holistic attendee experience that extends far beyond the event itself. This involves cultivating a strong network of partners, developing deep subject matter knowledge and fostering a collaborative environment where innovative ideas can flourish and have a lasting impact. Placing the attendee at the centre of every decision is thus key to the ongoing evolution of the MICE sector.
By collecting and analysing information about attendees, exhibitors, sponsors and other stakeholders, event organisers can create highly personalised experiences. This data-driven approach enables event organisers to tailor content, networking opportunities and even the overall event atmosphere to specific audience segments. For instance, AI-powered chatbots can answer attendee questions in real time, provide personalised recommendations for sessions and speakers and facilitate connections with other attendees who share similar interests. This ensures that attendees receive information that is relevant to their needs and interests, and ultimately, enhances their overall event experience.
Moreover, data empowers event organisers to extend their impact beyond the physical event. By leveraging insights into attendee behaviour and preferences, organisers can develop year-round engagement strategies. This might involve creating online communities, distributing exclusive content or offering personalised follow-up interactions. By tailoring the delivery of this content to meet the specific preferences and timing of the target audience, event organisers can effectively position themselves as essential resources within their respective fields of expertise. By nurturing relationships with attendees long after the event concludes, organisers can increase customer loyalty, generate additional revenue streams and solidify their position as industry thought leaders.
The MICE sector is undergoing a transformative phase, requiring a blend of technology, human connection and innovative business models. COVID has made people reconsider the way the MICE industry works and spurred innovation by driving a shift towards a focus on data-centric strategies, digital transformation and a deeper understanding of attendee needs. The crisis necessitated a move beyond traditional event formats, fostering collaboration and emphasising year-round engagement to meet the increased demands of attendees and counteract the competition emerging from media and tech giants. This has been accompanied by technological advancements, with AI tools playing an increasingly crucial role in delivering personalised experiences. As the industry continues to evolve, the lessons learned from the pandemic will undoubtedly shape the future of MICE, driving a new era of innovation, engagement and value creation.
Here are the key takeaways:
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