To ensure future growth, the industry must address talent shortages through robust educational programmes and attractive career paths. Additionally, a strong emphasis on sustainability is essential, encompassing both environmental impact and cultural authenticity.
In episode 4 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Bruce MacMillan, Chief Operating Officer of PCMA, a global community of over 35,000 Meetings, Incentives, Conferences and Exhibitions (MICE) professionals, about how the sector is responding to disruption and building a thriving future. As the sector rebounds from COVID, three key trends are shaping its transformation: workforce development, sustainability and technological innovation.
While virtual events enabled the MICE sector to be resilient during the pandemic and showcased the potential of technology, they also highlighted the irreplaceable value of in-person connection. Destinations such as Abu Dhabi are leading the MICE recovery with a 40% increase in 2023 compared to pre-pandemic levels. Research indicates that 53% of business event organisers globally expect to do more business in 2024 than in 2019, showcasing a positive outlook for the sector.
The MICE sector faces a critical challenge in attracting and retaining top talent. Its growth demands a skilled workforce to maintain its momentum, yet the competition for recruiting new talent is fierce. Such labour market challenges require event organisers to develop innovative strategies to attract the next generation. Educational programmes, such as those established in Abu Dhabi, can play a pivotal role. These programmes, designed to equip individuals with the specialised skillsets required for MICE careers effectively serve as talent incubators. By nurturing graduates with the necessary expertise, they ensure a robust talent pipeline, ultimately spurring innovative ideas from a diverse and engaged workforce.
However, talent acquisition is just the first step. Fostering a dynamic and rewarding work environment is also crucial for retention. Highlighting the range of career progression opportunities and providing avenues for continued professional development creates a work environment that minimises the turnover of personnel. This ensures a workforce that is not only highly skilled but also passionate about crafting exceptional events.
Despite COVID putting sustainability efforts on hold as the industry focused on health and safety, sustainability remains a core concern for the MICE sector, even though travel itself isn't inherently environmentally friendly. The sector needs to move beyond superficial recycling initiatives and unsubstantiated claims and instead adopt a more targeted and impactful approach to sustainable practices. In this regard, destinations must demonstrate a strong commitment to responsible practices, which is increasingly included in event organisers' destination selection criteria and becoming a key differentiator in evaluating event proposals.
Recognising the importance of sustainability in the MICE sector, PCMA is actively forging partnerships to ensure event organisers make informed decisions on the topic. Its collaboration with the American Geophysical Union focuses on designing sustainable events, educating the industry on climate change and risk management and establishing goals for carbon reduction and offset programmes. Furthermore, a new climate tech event organised by PCMA, in partnership with the Strategic Alliance of the National Convention Bureaux of Europe, will highlight innovative technologies that can transform business events into more sustainable meetings, potentially enabling the development of new business models within the sector. This underlines the crucial role technology plays in achieving the twin goals of sustainability and digitalisation.
Alongside a focus on minimising ecological impacts, business events thrive in environments that are also culturally compelling. Impressive and energy-efficient venues and diverse experiences are one component of organising successful events, but successful destinations prioritise cultural authenticity to create a truly enriching experience. This cultural authenticity fosters a deeper connection among attendees, leading to positive social and economic outcomes. Destinations like Abu Dhabi, with their investment in technological innovations and thoughtful approach to showcasing the destination's unique heritage and traditions, are setting a new standard for MICE destinations.
The transformative power of AI is sweeping across industries, and the MICE sector is no exception. While it is initially a workforce disruptor as event organisers evaluate how to incorporate it within their daily operations, the significant opportunities AI presents are almost endless. A study by PCMA revealed that 64% of business event organisers already use generative AI, suggesting a rapid transformation period faster than most other trends experienced by the sector as a pragmatic approach is taken to experimenting with and implementing this technology.
AI will be a valuable tool for addressing both workforce shortages and untapped creative potential. By automating repetitive tasks, AI frees up event organisers to focus on key intellectual considerations, such as speaker selection and event design. AI can also analyse the vast amount of data generated during events, providing valuable insights that can be used to personalise attendee experiences and measure the overall event success. With this in mind, brands are actively seeking sponsorship opportunities or hosting their own events to capitalise on the renewed desire for face-to-face connection and access to this valuable source of data and insights.
PCMA's Project Spark, developed in collaboration with Gevme, exemplifies the rise in the application of AI tools in the MICE sector, assisting almost 5,000 event organisers in over 40 countries. It empowers event organisers to streamline tasks and glean valuable insights from data collected during events. This initiative is continuously being developed, with a roadmap for adding new features.
By prioritising workforce development, unwavering environmental and socio-cultural responsibility and the strategic integration of AI tools into workflows, the MICE sector is poised to become a powerful driver of social and economic transformation. Event organisers need to adapt alongside their audience, with new tools emerging to address the digital and sustainable transition. By embracing these tools and collaborating on their development, event organisers, destinations and their stakeholders can all benefit from more data-driven and successful events.
Here are the key takeaways:
In episode 4 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Bruce MacMillan, Chief Operating Officer of PCMA, a global community of over 35,000 Meetings, Incentives, Conferences and Exhibitions (MICE) professionals, about how the sector is responding to disruption and building a thriving future. As the sector rebounds from COVID, three key trends are shaping its transformation: workforce development, sustainability and technological innovation.
While virtual events enabled the MICE sector to be resilient during the pandemic and showcased the potential of technology, they also highlighted the irreplaceable value of in-person connection. Destinations such as Abu Dhabi are leading the MICE recovery with a 40% increase in 2023 compared to pre-pandemic levels. Research indicates that 53% of business event organisers globally expect to do more business in 2024 than in 2019, showcasing a positive outlook for the sector.
The MICE sector faces a critical challenge in attracting and retaining top talent. Its growth demands a skilled workforce to maintain its momentum, yet the competition for recruiting new talent is fierce. Such labour market challenges require event organisers to develop innovative strategies to attract the next generation. Educational programmes, such as those established in Abu Dhabi, can play a pivotal role. These programmes, designed to equip individuals with the specialised skillsets required for MICE careers effectively serve as talent incubators. By nurturing graduates with the necessary expertise, they ensure a robust talent pipeline, ultimately spurring innovative ideas from a diverse and engaged workforce.
However, talent acquisition is just the first step. Fostering a dynamic and rewarding work environment is also crucial for retention. Highlighting the range of career progression opportunities and providing avenues for continued professional development creates a work environment that minimises the turnover of personnel. This ensures a workforce that is not only highly skilled but also passionate about crafting exceptional events.
Despite COVID putting sustainability efforts on hold as the industry focused on health and safety, sustainability remains a core concern for the MICE sector, even though travel itself isn't inherently environmentally friendly. The sector needs to move beyond superficial recycling initiatives and unsubstantiated claims and instead adopt a more targeted and impactful approach to sustainable practices. In this regard, destinations must demonstrate a strong commitment to responsible practices, which is increasingly included in event organisers' destination selection criteria and becoming a key differentiator in evaluating event proposals.
Recognising the importance of sustainability in the MICE sector, PCMA is actively forging partnerships to ensure event organisers make informed decisions on the topic. Its collaboration with the American Geophysical Union focuses on designing sustainable events, educating the industry on climate change and risk management and establishing goals for carbon reduction and offset programmes. Furthermore, a new climate tech event organised by PCMA, in partnership with the Strategic Alliance of the National Convention Bureaux of Europe, will highlight innovative technologies that can transform business events into more sustainable meetings, potentially enabling the development of new business models within the sector. This underlines the crucial role technology plays in achieving the twin goals of sustainability and digitalisation.
Alongside a focus on minimising ecological impacts, business events thrive in environments that are also culturally compelling. Impressive and energy-efficient venues and diverse experiences are one component of organising successful events, but successful destinations prioritise cultural authenticity to create a truly enriching experience. This cultural authenticity fosters a deeper connection among attendees, leading to positive social and economic outcomes. Destinations like Abu Dhabi, with their investment in technological innovations and thoughtful approach to showcasing the destination's unique heritage and traditions, are setting a new standard for MICE destinations.
The transformative power of AI is sweeping across industries, and the MICE sector is no exception. While it is initially a workforce disruptor as event organisers evaluate how to incorporate it within their daily operations, the significant opportunities AI presents are almost endless. A study by PCMA revealed that 64% of business event organisers already use generative AI, suggesting a rapid transformation period faster than most other trends experienced by the sector as a pragmatic approach is taken to experimenting with and implementing this technology.
AI will be a valuable tool for addressing both workforce shortages and untapped creative potential. By automating repetitive tasks, AI frees up event organisers to focus on key intellectual considerations, such as speaker selection and event design. AI can also analyse the vast amount of data generated during events, providing valuable insights that can be used to personalise attendee experiences and measure the overall event success. With this in mind, brands are actively seeking sponsorship opportunities or hosting their own events to capitalise on the renewed desire for face-to-face connection and access to this valuable source of data and insights.
PCMA's Project Spark, developed in collaboration with Gevme, exemplifies the rise in the application of AI tools in the MICE sector, assisting almost 5,000 event organisers in over 40 countries. It empowers event organisers to streamline tasks and glean valuable insights from data collected during events. This initiative is continuously being developed, with a roadmap for adding new features.
By prioritising workforce development, unwavering environmental and socio-cultural responsibility and the strategic integration of AI tools into workflows, the MICE sector is poised to become a powerful driver of social and economic transformation. Event organisers need to adapt alongside their audience, with new tools emerging to address the digital and sustainable transition. By embracing these tools and collaborating on their development, event organisers, destinations and their stakeholders can all benefit from more data-driven and successful events.
Here are the key takeaways:
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