Enhancing Skills and Purpose-Driven Events

The MICE industry is undergoing a significant transformation. It’s shifting away from a purely profit-drive

Business events play a vital role in driving economic and social development, attracting visitors, stimulating local economies and creating jobs. In episode 11 of our "Backstage Leadership Conversations" podcast series, in collaboration with Abu Dhabi's Department of Culture and Tourism, we learn from Senthil Gopinath, CEO of ICCA, about how the MICE sector is evolving to meet new challenges and engage with broader societal issues as well as the role of skills development and talent attraction to further enhance the MICE (Meetings, Incentives, Conferences and Exhibitions) sector.

The Impact of Business Events

The COVID-19 pandemic forced the MICE sector to adapt and evolve. As the world began to recover, business events emerged with a newfound purpose. Instead of focusing solely on financial returns, event organisers increasingly recognised the importance of contributing to society. To achieve this, the sector started incorporating these values into their daily operations through a newfound focus on supporting local communities. This required learning new skills and embracing knowledge from outside the industry. By bringing in thought leaders from various fields, the MICE sector expanded its perspectives and positioned itself as a valuable contributor to combatting global challenges.

Such shifts towards purposeful events and the vital role they play within the global ecosystem are evidenced by the presence of prominent business event professionals at COP26 and COP27, sharing perspectives and leadership about how events can become net zero and take actions to mitigate climate change. With a projected value of $6 trillion by 2028, the sector represents a significant portion of the global economy, contributing approximately 4% of global GDP. Effective communication with policymakers is thus essential to highlighting the true value of business events.

Policymakers must recognise the significant contribution that the MICE sector brings to their economies and societies. By understanding the economic and social impacts of events, policymakers can make informed decisions about investing in infrastructure, supporting the sector's growth and promoting tourism. For instance, understanding the extent of knowledge exchange and community building can often help policymakers justify public investments in supporting the sector.

Capacity Building

The MICE sector has traditionally focused on specific skillsets that remained unchanged over the past couple of decades. However, its continued success depends on the skills and expertise of its workforce to ensure the sector remains relevant in a world facing an expanding array of existential crises. Recognising the need to adapt to emerging trends and incorporate new elements, 2022 marked a significant transformative year for the MICE sector, shifting its focus to prioritise learning and growth. This has elevated the sector's standing and demonstrated its commitment to innovation. By investing in capacity building and skills development, the MICE sector can ensure that it has the talent it needs to thrive. This can also help to attract and retain top talent, contributing to the overall competitiveness of the sector.

As the sector continues to evolve, there is a growing need for individuals with a broader range of skills, including knowledge of technology, sustainability and diversity and inclusion. To meet this demand, training and development programmes are essential for equipping MICE professionals with the necessary tools to succeed. The ICCASkills programme, a collaborative effort launched during the pandemic, represents a significant step towards addressing the expanding needs of the MICE sector. By actively sourcing input from leading event organisers globally, the programme has succeeded in capturing the collective wisdom and foresight of the sector regarding the key trends, emerging challenges and futuristic vision shaping the sector. While the programme offers immediate benefits, it is essential to recognise that ongoing training and development will be necessary to keep pace with the industry's continuous evolution.

Creating Communities to Foster Innovation

By bringing together experts from various fields, business events spark new collaborations and drive innovation. They provide opportunities for people from diverse backgrounds to connect, share ideas and collaborate on solutions to pressing global challenges. Business events are uniquely positioned as facilitators, bringing together these individuals and organisations to drive strategies and achieve common goals.

By enabling knowledge exchange, events serve as launchpads for the development of new ideas and the formation of partnerships. With these tangible outputs, association meetings act as powerful catalysts for change. The purposeful nature of these events, focused on achieving specific objectives and narratives, has redefined the value and positioning of the MICE sector. The sense of community that is often fostered at business events also contributes to social cohesion and wellbeing.

Building a Legacy

As the world faces pressing environmental challenges, the MICE sector has a responsibility to adopt sustainable practices. By reducing its environmental footprint, implementing green technologies and actively measuring and reporting on environmental performance, these events can contribute to a more sustainable future. Nevertheless, building a legacy requires a commitment to continuous improvement and innovation.

Such a mindset shift is crucial because the RFP process has shifted significantly, with experiential value increasingly prioritised over infrastructure. 60% of the evaluation criteria for event bids is now focused on the intangible benefits and strategic outcomes that can be derived, with logistical considerations and infrastructural capacity only accounting for 40% of the total score. This shift emphasises the importance of destinations and venues offering innovative solutions, tailored experiences and measurable outcomes that align with the goals of stakeholders.

Abu Dhabi's selection as the host city for ICCA Congress 2024 is a testament to its remarkable transformation over the past five years and its strong commitment to sustainability and cultural heritage. The Emirate's visionary leadership and focus on innovation have positioned it as a leading destination for business events. By adapting quickly to emerging consumer and sector trends, Abu Dhabi has created a compelling and attractive proposition for international conferences and meetings.

Key Takeaways

The MICE sector is undergoing a transformative period, driven by a renewed focus on purpose, sustainability and innovation. Advocacy plays a crucial role in raising awareness of the sector's value and its ability to create strong legacies through facilitating innovation. Demonstration of such actions are key to securing the necessary support from policymakers and stakeholders. In addition, training programmes are essential for equipping event organisers with the skills and knowledge needed to succeed in a rapidly evolving world. Nevertheless, the MICE sector must be prepared to continuously adapt and evolve to meet the changing needs of stakeholders and reflect societal ambitions for tackling the most pressing global and local challenges.

Here are the key takeaways:

• By attracting visitors, stimulating spending and creating jobs, events have a significant positive impact on host destinations, with the sector projected to create $6 trillion globally by 2028.
• The MICE sector must strengthen its advocacy efforts to educate policymakers about its economic and social contributions. Such effective communication is essential for securing the necessary support and resources to drive growth and development.
• Business events have evolved from focusing solely on financial returns to embracing sustainability, diversity and inclusion. Incorporating these values into daily operations is essential for creating a more meaningful and impactful sector. This is especially important given the growing role of experiential value compared to infrastructure for successfully winning bids to host events.
• By showcasing the positive impact of events on communities, the MICE sector can inspire young people to pursue careers in this dynamic and rewarding sector.
• Investing in training and development programmes is crucial for equipping event organisers with the necessary skills to succeed in a rapidly changing environment. Learning from external experts from other industries is crucial for maximising learning potential.
• Business events are essential for building communities and fostering innovation. By bringing together diverse individuals and organisations, these events can spark new ideas and drive collaboration.