The Skies Reopen—What New Wind Will Blow Through the MICE Industry?
The Skies Reopen—What New Wind Will Blow Through the MICE Industry?
Hello, this is Chris & Partners. 🤗 From today (May 2), with the outdoor mask mandate lifted, full-scale preparations to return to pre-COVID life have begun. With this good news arriving about two years after COVID began, let's explore what new wind will blow through the MICE industry and what the industry should prepare.
Lifting social distancing
On April 18, the government announced a plan to lift social distancing, and on April 25 the COVID-19 virus was reclassified from a Class 1 to a Class 2 infectious disease. This brought various changes. First, time limits and capacity limits at each business disappeared. Until now, depending on the sector, operations were restricted or only possible until 22:00 or 24:00, and private gatherings were capped at 5 or 10 people. Now all limits are gone, allowing free operation and private gatherings. 🤝🏻 Also, indoor eating, banned to prevent the spread of COVID-19, became possible as of April 25. Eating was banned at various venues, limiting bonding and communication between participants and speakers. Now, freer, friendlier communication is possible at conferences, forums, exhibitions/expos, and events. Just don't forget to wear a mask indoors except when eating! 😉
Reopening skies: each country's entry policy
Like Korea, many countries abroad are implementing eased quarantine policies and opening tightly closed borders for the endemic season. The nearest countries, Japan and China, allow entry on a limited basis—only for those directly or indirectly connected, such as those with study or work visas, spouses, or dual nationals. Hong Kong allows non-resident foreigners to enter from May 1, though with PCR testing and a self-quarantine period. Thailand exempts vaccinated (2+ doses) overseas arrivals from COVID testing and quarantine from May. Most countries in the Americas and Europe allow free entry for the fully vaccinated. The USA, which opened its borders early, allows entry with a negative PCR certificate, and neighboring Canada allows free entry for the fully vaccinated. France also allows free entry for the fully vaccinated, and the UK allows entry unconditionally. Finland, where SLUSH 2022 is held this November, and Switzerland, where the Davos Forum is held, also allow free entry unconditionally.
Rising demand for inbound events—what to prepare?
Before COVID, Korea, together with Singapore, was a leading MICE host in Asia. As COVID-19 policies ease and events run contact-free and online begin shifting to offline and hybrid formats, Korea is again drawing attention as a host for various events. As inbound events held in Korea increase, the frozen MICE industry is expected to regain vitality. 🌞 Let's look at what to prepare for the coming inbound events.
1. DMC: Destination Management Company
In the MICE industry, DMC stands for Destination Management Company, i.e., a destination management company. It means a company that plans and runs an event from A to Z according to the purpose and direction the host wants. From the event's overall picture down to the details—speaker management, receptions, venue construction and operation, and more—it plays an indispensable role in hosting academic events, official events, social events, exhibitions/expos, and the like. As inbound events revive, demand from foreign clients wanting to hold events in Korea will rise, and to meet it, the role of a DMC company is very important—selecting a CVB (convention bureau) and venue fitting the purpose and situation, managing speakers and participants arriving from abroad, producing various printed and fabricated materials, recruiting and managing participants, and more. Even if not founded as a DMC company by definition, why not build such a DMC system within each company to prepare for safer, broader event hosting?
2. Unique Venue
(left) DDP (right) Gwanghwamun
In a previous Chris & Partners feature article we mentioned unique venues. As demand for inbound events rises, footfall seeking Korea's unique venues is also expected to rise. Korea has diverse unique venues—from old buildings like palaces and tiled-roof houses that can emphasize traditional Korean beauty, to modern buildings that can appeal with contemporary, refined charm. You should build data such as lists and advance site visits to select a domestic unique venue fitting the event and run a successful event.
3. Meeting Technology
(left) COEX's AR technology and (right) the <2019 Korea MICE Awards> using hologram technology
You all remember that COVID-19 accelerated the digital transformation of all industries, right? The MICE industry, too, met this digital transformation with a shift to various meeting technologies. ZOOM, VR, AI, and others—now so familiar—belong to meeting technology. Even after COVID ends and we recover our former everyday life, the already-accelerated digital transformation is expected to continue. The same goes for the MICE industry. The operation and advancement of meeting technologies—online participant recruitment and management, event promotion through digital marketing, video-conferencing systems and online streaming for speakers and participants—is expected to continue. This requires steady digitalization efforts in the MICE industry.
Digital events & marketing—prepare your event with the industry's Digital Transformation leading group, Chris & Partners, specialized in it. With proven, outstanding capability, we'll create a satisfying event from planning to operation.