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Photo: M&I

Kongres Magazine jetted to Turkey to chat with the man behind one of the longest-running MICE trade shows in Europe and beyond. Richard Barnes, the CEO of Worldwide Events, reflected on the company’s storied past and looked ahead to a bright future, as evinced by the sunny weather during Luxe by M&I in Turkey’s most opulent resort destination, Bodrum.

Commemorating M&I’s 20th anniversary, the company is poised to reveal a slew of new events by tapping into new markets and expanding its portfolio worldwide. Richard Barnes shared how the company thrived in spite of pressing challenges and how they will solidify their position as one of the leading MICE shows globally.

Q1: As you celebrate M&I’s 20th anniversary, what was the most momentous milestone that changed your company?

Our journey has been about hundreds of small steps rather than momentous moments, but if I had to pick something, perhaps when we launched our first pre-scheduled meeting plan. We introduced that concept to the industry when, previously, people just turned up at exhibitions and roamed around the stands. When we introduced pre-arranged and timed meetings, it was quite a step for a market not used to it. In more recent times, the launch of M&I Fest in 2024 in Marrakesh marked a new chapter in event style, atmosphere and productivity, which was incredibly thrilling.

 “in-person events are as relevant today as they ever have been.”

Q2: How has the industry evolved since M&I was founded? How did you adapt to trends, and what was your guiding principle?

The industry has evolved in so many ways, but what strikes me most is how resilient the meetings industry has proved to everything thrown at it. In-person events are as relevant today as they ever have been, and so, in many ways, I find it remarkable how little the industry has changed. The human urge to explore and to be social is irresistible. We had a few simple guiding principles. We always tried to focus and be the best at one thing – connecting buyers and sellers to build relationships that lead to business. So, our primary guiding principle was to create events focused on that rather than trying to be all things to all men. Our second principle was bringing the right people to the right place and giving them the best experience – quality over quantity. Our third principle was to make events enjoyable. Business and pleasure DO mix.

Q3: M&I events convene MICE professionals in leading destinations. What factors do you consider when selecting these destinations?

We always consider buyer appeal, accessibility, venue quality, a destination’s story, partner commitment, sustainability and variety.

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Photo: M&I

“We count ourselves very lucky to be in such a resilient industry and to have a community with such spirit. “

Q4: What do attendees remember most about your events? Are these face-to-face connections, networking or the destinations themselves?

Great question. I regularly hear our community talking about their favourite past events and telling stories about events from years ago. Short-term, I believe they remember the people they meet and the enquiries they receive. What remains long-term are destination memories and experiences, often particularly great parties. I suspect the M&I Fest closing party in 2024 at The Royal Fairmont Marrakesh will be discussed for many years to come.

Q5: How has your company overcome crises in the industry, including COVID-19? How did you adapt and remain resilient in times of hardship?

There have been several challenges over the last twenty years, but nothing compared to COVID-19. We had run 150 events before the pandemic without ever cancelling one, then we had to cancel about 18. We coped like every other event and tourism business – by hunkering down and hoping we could last through the storm. We ran many virtual events, which helped keep people connected through those dark times. Knowing when to start live events again was difficult, and I think we played a pivotal role in leading the industry return by running the first post-COVID events of any organiser. We staged five events in the Autumn of 2021. We were uplifted by the appetite delegates had for returning, even though they had to test before entering the host countries and, in most cases, before returning to their home countries. We count ourselves very lucky to be in such a resilient industry and to have a community with such spirit.

Q6: What are your thoughts on the paradigm “America innovates, China copies and Europe regulates” in the context of the MICE industry and sustainability? Is there some truth in this today, and is Europe being eclipsed by Asia?

I do not think that holds true as far as sustainability in the MICE sector is concerned. I do not see continental trends but rather individual countries or clusters of countries worldwide that are leading the way in terms of sustainability initiatives in tourism. There is progress for sure, although I have been surprised at how slowly change has come, and, ultimately, that is driven by consumer and corporate demand. Increasingly, travel choices are being made based on sustainability; however, it is still a relatively small proportion, so the need for destinations to move at speed towards sustainable products is not urgent from a commercial perspective. It is why the countries that lead the way are often those who are driven by the most urgent existential threat posed by ecological change.

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Photo: M&I

“MICE events of the future will be attempting to blend technology with not only well-being, but all forms of human-centred activity to create productive experiences.”

Q7: AI and sustainability have been in the limelight for the past few years, but well-being at events and regenerative events seem to be in the limelight now. How do you see these two topics shaping the future of debates?

Yes, I think it is exactly that. MICE events of the future will be attempting to blend technology with not only well-being, but all forms of human-centred activity to create productive experiences. But that is not just a feature of events, but a feature of the modern world, and I think that it is a much easier balance to get right in the events industry because a central principle of events is humans wanting to be together in person.

Q8: What does M&I have in store for the future? What events and projects will you roll out in the next decade?

We are always working on plans to keep evolving our event experiences and to connect the industry. Many of our plans you will have to wait to see when we launch them, but expect some new formats, new markets and new destinations.

Q9: M&I undoubtedly helped guide how the MICE industry evolved. What is the legacy you wish to leave behind with your events?

I would like to think that we changed how our industry connects and gave travel and event professionals more interesting, productive and joyful trade shows to attend. I hope we have managed to help people be successful in their careers by building relationships with the people they need to do business with. As with all good progress, the things we focused on changing have become the norm. It is natural for people to take that for granted, so I do not have any delusions that will be recognised as a legacy.

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Photo: M&I
richard_barnes
Photo: M&I

“Most of all, it is a people industry, and if that is important to you, then the travel and events industry will fulfil you personally and professionally.”

Q10: What lured you into our industry? What would be your advice for young professionals unsure why to join the MICE industry?

I got into the MICE industry by pure chance. When I realised I was not good enough to be a professional golfer, I found a path in marketing for golf resorts and eventually founded Great Hotels of the World with my business partner, Peter Gould. Our job was to generate business for our member hotels, and we found the best way we could make a difference was in the MICE sector. We would attend the big exhibitions with a GHOTW stand and simply thought: “We can do this better.”

Young people looking to join the MICE industry will enter a professional world of opportunity and variety. Fast-paced, exotic, creative and very importantly, resilient. But most of all, it is a people industry, and if that is important to you, then the travel and events industry will fulfil you personally and professionally.

richard_barnes
Photo: M&I

Q11: Having organised M&I across some of the most stunning destinations, is there one you keep returning to privately?

So many highs and so many wonderful destinations. There is not just one that I keep returning to, but I do love Italy in Europe and Mexico across the Atlantic.

Q12: Fire question: A book or podcast (and why)?

I would love to say a book because it sounds more romantic. But as I think about it now, I spend more time listening to podcasts than reading. It is just so convenient, and there is so much varied and wonderful content out there. Read more books: there we go … I was looking for a New Year’s resolution.


Learn more about upcoming M&I events here.

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