On January 15, 2025, HSMAI Europe successfully hosted the “Designing Leverage of MICE Potential in the Business Mix” workshop at The Savoy Hotel in London. This exclusive, by-invitation-only event was one of the highlights of the HSMAI Europe Commercial Strategy Week, attracting industry leaders and experts to collaboratively explore strategies for enhancing MICE within the business mix.

This is one of many MICE initiatives of HSMAI Europe for the last couple of years. Now we want to take it further.

Moderated by Mark Struik and Thijs Peters, Partners at Conventus Consultants, the workshop aimed to identify opportunities for a year-round MICE program for HSMAI Europe, both locally and regionally. Discussions covered various perspectives, including MICE marketing and sales, the RFP process, distribution networks, yield management, sustainability, training, and data analysis. Participants also deliberated on the terminology, considering whether “MICE” remains the appropriate program name or if alternatives should be explored.

The insights and recommendations gathered during the workshop were presented to the HSMAI Europe Board of Directors later that day as well as at the HSMAI Europe Leadership Day, providing a clear picture of how market stakeholders perceive a MICE program and its needs.

HSMAI Europe will have a high focus on MICE throughout the year. More information will follow.

A big thank you to our moderators and to all the participants for their invaluable contributions. 

If you would like to read the report and outcomes of the workshop, please click below.