2022 MICE Industry: Now's the Time to Prepare Both Online and Offline
2022 MICE Industry: Now's the Time to Prepare Both Online and Offline
Hello, this is Chris & Partners.😊 Everyone now knows well that the MICE industry was significantly affected and changed by the pandemic. We've seen everyday life look about to become possible again, only for unpredictable variables like variant viruses to arise. Through various situations and challenges, what trend the MICE industry is in and what to prepare going forward—shall we look together?
Movement toward the MICE industry's offline resumption
Source: Eventoplus.com / IBTM World 2021
The global MICE industry expo ‘IBTM World’ returned as an in-person event in November 2021. IBTM World 2021, where the world's tourism and event industries gather, was held over three days, November 30 – December 3, 2021, at the Gran Via exhibition center in Barcelona, Spain, and held in person for the first time in two years, drawing keen industry interest. As the tourism and event industry's flagship event returned in person, a movement of various events being held in person began to appear. This year's ‘IBTM World 2022’ is also scheduled to be held in person in Barcelona, Spain, November 29 – December 1. Online, hybrid, and other virtual events have their benefits, but if we name the biggest appeal of an in-person event, it would be the benefit a physical space provides. IBTM World 2021 offered considerable spectacle with participants' unique, innovative booth designs not seen at contactless exhibitions. Although exhibition area and visitor numbers shrank compared with pre-pandemic, the satisfaction score recorded 4.7 out of 5, and the organizers even forecast a positive future for the meetings industry based on in-person event satisfaction.
Important points when holding events going forward
Source: IBTM World website
With the prolonged pandemic as a turning point, normal everyday life is gradually becoming possible under more thorough personal quarantine rather than closed-off distancing and guidelines. Accordingly, the cancellation rate of in-person events showed a gradual decline. But amid daily rising COVID case counts, safety at large in-person events became even more important. As shown in the earlier 2022 MICE trends article, the importance of safety and hygiene became a priority for MICE-industry hosts.
Go read the 2022 MICE trends article, GO GO
From before hosting/attending an event, some build a COVID-19 response system—emailing pre-registrants their name tags so participants can print and bring them as entry passes, preventing crowds at the registration desk. Also, with the help of professional quarantine companies, thoroughly disinfect the event site, recommend that symptomatic visitors rest at home, and continuously remind people of guidelines for preventing COVID-19 spread.
Time to be equipped for all event formats, online and offline
Source: Glue Up
Even if in-person event activity becomes lively again, online/hybrid events are expected to continue. As existing systems and technology rapidly upgraded through the COVID season, points to supplement were improved, and satisfaction with online events is on the rise. Even after COVID ends, participants will likely want to choose offline/online participation according to their personal situation and needs. Accordingly, it's expected to be important for the MICE industry to grasp when a hybrid event is suitable and when offline is suitable, moving in step with changing technology and circumstances.
Chris & Partners' global event cases
1. The 1st Seoul Peace Think-Tank International Conference (SPIC 2021)
The 1st Seoul Peace Think-Tank International Conference (SPIC 2021) was held under the theme ‘Cities and the World: A Path to Peace and Coexistence,’ hosted by the Seoul Metropolitan Government and organized by The Seoul Institute. Thirteen global peace research institutes that have long studied ‘peace’ and some 30 speakers from home and abroad took part, diagnosing problems of discrimination and conflict arising in Seoul and around the world and creating a forum for coexistence and peace. Chris & Partners successfully delivered the event planning, speaker management, venue construction, and operation of the 1st Seoul Peace Think-Tank International Conference (SPIC 2021). Also, as a hybrid event held after ‘living with COVID,’ we conducted even more thorough quarantine. For everyone coming on-site—fever checks, QR-code checks, questionnaires—and real-time quarantine measures allowed us to close the event safely and smoothly.
Go see the 1st Seoul Peace Think-Tank International Conference (SPIC 2021) in detail, CLICK CLICK
2. Huawei Pop-up Store
Huawei Pop-up Store ran a month-long pop-up store to promote the P9 and P9+, the first products Huawei Korea officially launched in Korea. To target Korea's trendy young customers, we scouted Gangnam, Seongsu, Hongdae, and other locations, securing Hongdae to reach young people unafraid of change. Chris & Partners handled pop-up-store operation, content/event consulting services, and product-launch marketing strategy planning and operation; we built the space around a Color/Mono concept to express the products' strengths, and captivated visitors through various side events—product displays, a P9 photo exhibition, a meet-the-photographer session, social-media events.
Go see the Huawei Pop-up Store in detail, CLICK CLICK
Due to COVID-19, the MICE industry showed remarkable technological advances in online events, webinars, digital transformation, hybrid, and more. But with the prolonged pandemic, the global event industry's changes, and the diversifying preferences of participants who want to choose the event format (online or offline), on/offline event operation and planning skill—able to host professional events regardless of format—will be even more in demand 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.