Convention bureau Meet Birmingham has launched a Meetings, Incentives, Conferences and Events (MICE) survey to discover the challenges facing event organisers, venues and delegates over the next two decades.
The results, the bureau hopes, will provide an insight into how an event city of the future will need to adapt and evolve to respond to economic, environmental, social and technological changes.
Ian Taylor, Commercial Director for Marketing Birmingham, which manages the Meet Birmingham brand, believes that the speed at which challenges and opportunities are emerging globally will present a unique set of dilemmas for the MICE sector. “The industry has not been immune to environmental and economic pressures in recent years, with event organisers and venues required to respond rapidly to changing demands from both clients and delegates,” he said.
“However, there have also been fantastic opportunities due to advances in technology, whereby those with their finger on the pulse have capitalised to ensure an improved delegate experience, vital in a market where the provision of added value is a decisive factor.”
Findings from the survey will be evaluated by experts as part of a report launch in May.