With the global health crisis of 2020, digitalisation accelerated, many logistics systems improved and companies adopted new marketing dynamics. These events, far from slowing down meeting tourism, acted as a “game changer” and drove a significant transformation inwards.
In recent years, trade shows and events have been reconfigured to be more dynamic and interactive. Academic activities and specialized conferences have gained relevance, positioning themselves as fundamental axes. Fairs are no longer limited to being a marketplace: “Today they function more as generators of business communities, where attendees not only have access to the latest trends, but also the opportunity to connect with the main economic and political actors,” says Fernando Gorbarán, President and CEO of Messe Frankfurt Argentina.
The measurement of the success of these events has also evolved. Exhibitions are evaluated more by the quality of the interactions, the business meetings held and the opportunities created than by the number of visitors or the space sold. In this context, Business Roundtables - which already existed in the sector - took on a renewed importance, offering companies an effective platform to generate new business relationships. "Companies are beginning to value more the return on investment based on the ability to establish quality contacts," adds Gorbarán.
The impact of the MICE sector goes beyond economic aspects, as it also promotes the creation and dissemination of knowledge, generating a legacy that contributes to innovation and learning.
Gorbarán mentions two challenges that this industry faces today. The first is the development of infrastructure and capabilities: “we need to continue working with the public sector to be a favorite destination for meeting tourism.” The second is sustainability, which has also become a priority: “The MICE industry is incorporating the Sustainable Development Goals (SDG) into its agenda and promoting best practices throughout the entire value chain, in a quest to reduce its emissions,” he concludes.
This process of adaptation and growth positions MICE as a fundamental driver for the development of the economy and the creation of opportunities in an increasingly competitive global context.
Source: Messe Frankfurt.