Home NEWS The South American M.I.C.E. Alliance presents results of reactivation survey

The South American M.I.C.E. Alliance presents results of reactivation survey

May 24, 2021

“Towards the new meetings industry”

Quito Tourism Board, Bogota, Buenos Aires, Lima and Sao Paulo, presented, in a hybrid event, the results of the reactivation survey “Towards the new meetings industry”. The report has the objective of showcasing the new reality for the MICE Industry, in the associative and corporate markets, based on the results of the survey in the Latin-American, Interamerican, Ibero-American, Pan-American and global markets.

The associations surveyed expressed that the main actions expected from the Convention Bureaux are, in order, the following: support with the articulation of public and private entities, support in the promotion and marketing of the event, and recommendations on the destination´s local offer.

THE ANALYSIS OF THE OUTCOMES

The results of this project undertaken by the South American M.I.C.E. Alliance offers an accurate picture of how the industry has transformed and redesigned given the current circumstances. Having this in mind, the Alliance presents the main indicators and the analysis of the outcomes:

– The associations market continues betting for the organization of events, which implies a sustained recovery of the industry in the medium-term, given that 60% of the associations, expressed their interest in hosting at least 3 events during the next 5 years.

– The in-person events continue to be an option for the associations. The second semester of 2021 presents a growing trend, that increases in 2022. It is important to highlight that the return of in-person events shows an opportunity for the hybrid component, as a way for the associations to meet the regular number of attendees, or even, increase it.

– The high season projection remains between the months of August and November for the Latin-American region, and despite that, a lot has been expressed about the reduction of the number of participants, one-third of the associations expect the attendance of more than 1000 people to their events.

– The post-COVID era marks a difference in the way associations select the destination for their events, being of preference, criteria as the implementation of biosafety protocols, the country´s entry requirements, prices, and cancellation policies.

– The services that will be more required by associations for the organization of their events are, in order: hotels, virtual platforms, convention centres and venues, audiovisual equipment and transportation services.

“The corporate sector shows a more rapid recovery represented mainly in incentive trips”

In regards to the corporate market, the report presents important contributions for the industry, as follows:

The corporate sector shows a more rapid recovery represented mainly in the incentive trips, even in the short-term (second semester of 2021 and 2022). Two-thirds of the respondents have already received requests and have sent a proposal for these periods.

The following aspects set the trend that will guide the corporate sector in the post-COVID era:

– Groups of 100 participants as a maximum
– Duration of the trip: 3 to 6 days
– Minimum spending budget per person: USD 1000
– Slight tendency towards 5-star hotels

In regards to the selection of the destination, the key factors are totally similar to those presented in the associations market: implementation of biosecurity protocols, country´s entry requirements, vaccination plan, and costs.

The trends presented in the survey report are a very valuable input for all the actors of the M.I.C.E. industry, given that new decisions will be taken based on precise information. The South American M.I.C.E. Alliance is very proud of this important contribution to the Region´s reactivation. The South American M.I.C.E. Alliance renews the commitment of its 5 members to contribute to the development, promotion, and positioning of the cities as M.I.C.E. (Meetings, Incentives, Conventions and Exhibitions / Events) destinations, as well as to increase the attraction of events and meetings.