MICE market focusing on local strengths

MICE Knowledge managing director Rob Davidson presented a keynote to audiences at the exhibition in Vilnius, Lithuania which explored trends in the events industry.

He used the German MICE industry as an example of an effective model, praising how its regions sell themselves on their market specialisms. “There’s a rational reason behind the promotion of each destination. Some areas specialise in sustainability, some specialise in manufacturing,” he added.

Another trend identified by Davidson was that of destinations creating their own events. “Instead of bidding for events, destinations are creating their own based on local specialisms. Seoul, for example, is creating TV, fashion and pop music events.”

On the subject of venues, Davidson said that Millennials are demanding more diversity in venue choice, while brands are looking for venues that fit their unique values. “The ‘classroom style’ event locations remind delegates of being back at school. A recent event was held at a museum with jets in the background. It’s far more memorable, and delegates took selfies of themselves next to military airplanes.”

Snapevent, a tool used by homeowners to rent their space out to the events market, was also discussed as a future industry trend. “Meeting design is changing and location is being aligned with brands. A bank might choose a venue such as a castle to convey values such as historical stability, protection, security and reliability. A startup, meanwhile, might want to pick a more modern, trendy space to evoke its forward thinking, fun, unconventional image,” Davidson added.