Home NEWS Global M&I continues to drive the evolution of MICE trade shows

M&I continues to drive the evolution of MICE trade shows

M&I is filling the gap in the MICE market with curated B2B trade shows

Mar 21, 2025

Ernest Hemingway once said you should never go on trips with anyone you don’t love. Similarly, most event experts only participate in events where they feel part of a community. Big expos and trade shows often lack the community feel, while boutique trade shows offer an oasis of human interaction. That begs the question: will the market pivot to experience-driven mid-sized and boutique trade shows where the value lies in driving business the “human” way? Is it time to spruce up the age-old format of trade shows?

In comes M&I with a trove of experience spanning two decades. At their recent M&I Fest in Marrakech, they once more showed why their events have grown into community gatherings. This time, they enhanced the programme with an engaging session by Thorsten Havener, an expert at influencing and understanding non-verbal communication. On stage at the Ministers’ Auditorium at the Movenpick Marrakech, Thorsten oozed the confidence of a magician and paired it with unrivalled know-how about people’s behaviour. With a few lucky attendees from the audience, he revealed the secrets to analysing body language and using it to leverage business in your favour. The world-renowned speaker received uproarious applause from the enchanted audience, who revelled in the entertaining and informative show after a long day of vis-a-vis meetings.

The second edition of M&I Fest was hosted in Marrakech in partnership with Shems Travel & Events, Mövenpick Mansour Eddahbi Marrakech and other renowned companies. Kongres Magazine journeyed to Marrakech to see the changes from the premier event. The evolution was palpable, with a redefined Tech Zone, a cosy Lounge Zone from Shems Travel & Events that respectfully rekindled the spirit of Moroccan craftmaking tradition, and a selection of pavilions from Van Der Valk, Meet in Austria, Marriott, IHG, Hilton and the Budapest Convention Bureau.

As the unmissable jingle heralding that the meetings were about to come to an abrupt halt echoed in the event halls, we noticed the attendees were flushed with optimism and satisfaction. We asked one of them to reveal the secret behind their wide grins. Marc Knuelle, from K-Consulting Sports and MICE, said: “M&I is like a family gathering, where you can convene with familiar faces and meet potential partners. I keep returning because of the people and connections.”

Copious networking opportunities outside the meeting halls

Boutique B2B events prioritise invaluable networking opportunities and destination discovery that familiarise attendees with a destination and its offering, culture, history, art and people. M&I has mastered this facet with Pathways, a selection of activities that take attendees off the beaten path and into culinary, cultural, historical and art discoveries. This year’s M&I Fest took some attendees to the riads and souks, some to the desert for quad-biking and some to traditional craftwork workshops. In addition, delegates could see some of the best properties in the city on dedicated site visits. Among them was a visit to the Pestana CR7 Marrakech, a unique lifestyle hotel in the heart of the trendiest district in Marrakech. During the evening events, attendees could also immerse themselves in the atmosphere of some phenomenal venues. Among the handpicked sites were Beldi Country Club, Secret Garden of Kasbah, Café Arabe and Akira Back The Rooftop. By exploring these properties, attendees could efficiently use their time at the event and find potential event venues for their next event in Marrakech.

“Less is more” or “bigger is better”?

The answer to the question is somewhat of a conundrum; whilst large shows lack the direct ROI facilitated at boutique trade shows and the attendee-first approach, A-level destinations and hotel chains seem adamant in their view of such shows as must-attend. Yet, more and more event organisers, hoteliers and brands are recognising the value of shows such as M&I.

A hotel analogy might better illustrate this quandary. Visiting a vast resort with countless facilities dotted with pools and lined with exotic trees sounds alluring. But what about the generic feel of the “timeless elegance” in the rooms and the dull, classic, international selection of dishes? How does a resort hotel compare to a modern, lifestyle hotel, where you can feel the authenticity and embrace the story? We have made our choice.

While the business events landscape is changing, some things remain the same. That includes M&I’s unchanged approach to convening its community, where attendees are more than statistics.

Learn more about M&I events here.