Q1: M&I Healthcare Brighton 2026 is a landmark event, not least because attendees got an exclusive look at your 2027 healthcare portfolio. What can you tell us about your 2027 calendar, and why is now the right time to expand the healthcare offering?
We are excited to announce our 2027 healthcare portfolio, featuring Milan, Italy, a consistently popular destination for our clients. Milan is a leading healthcare city, and our headline partner, the Marriott, has recently completed a major renovation. Our buyers appreciate destinations that offer something new, making this a strong draw.
By listening closely to our attendees and exploring the needs of American clients, we discovered a booming healthcare and life sciences sector in the USA.
Dallas will take the spotlight as the US destination for M&I Healthcare next year, signalling our bold move into North America. By listening closely to our attendees and exploring the needs of American clients, we discovered a booming healthcare and life sciences sector in the USA. With no similar forum currently available, we are stepping in to fill that gap. That is why this launch is the one I am most excited about next year.
Q2: How is Brighton emerging as a healthcare and event destination?
Brighton has incredible accessibility, located under an hour from Central London and just 30 minutes from Gatwick Airport via the Gatwick Express. There are also numerous newly renovated hotels, including DoubleTree by Hilton Brighton Metropole. Attendees who were here years ago have said they can’t believe this is Brighton. The infrastructure for the events industry has improved significantly, which is why we felt it was the right time to come. The destination, properties and venues are well-suited to host the event. In addition, Brighton pairs world-class conference infrastructure with a booming health-science ecosystem. The city is a well-known hub for biomedical research, home to the Brighton and Sussex Medical School and the pioneering Sussex Institute of Medicines Education and Research (SIMER) at the University of Brighton.
Q3: MPI is one of the most important associations in the events industry. What opportunities do you see in the US market, and why is MPI the right partner for this next chapter?
MPI is one of the largest associations in the industry, and it is particularly specialised in healthcare. They have their own certifications, trainings and a loyal community within the healthcare space. We are best at making connections and creating a platform where people can meet the right people. Together, we can bring something very powerful: a place where people connect with meaning, understand one another and speak the same language.
Q4: What is new on the M&I calendar for 2027?
We have one of the most exciting calendars ever. For our Luxe events, we are going to West Hollywood and Ibiza, which are ideal destinations. In addition, we are going to Marrakesh and Šibenik with our flagship events, because our clients love both destinations. Stockholm will provide a vibrant setting for our M&I Transatlantic.
Q5: Technology and AI are transforming almost every aspect of events. Which innovations will have the greatest impact on healthcare event experiences, networking, and business outcomes?
At M&I, we are keen to implement AI across all facets of our operations. We have a so-called Agent Factory, in which our chairman is heavily involved. Everybody in the company is encouraged to use AI. We want to eliminate bureaucratic, tedious processes and let our employees focus on the aspects that add more value to the business.
As a company, we’ve always been focused on innovation and technology. Next year, we’ll introduce a series of intelligent capabilities. We’ll be dropping something new very frequently in the next period, and we will transform the way people experience our events and trade shows. It will be groundbreaking, and it is all about ensuring that people get the best return from the events, given how busy they are.
To summarise, it’s not about AI replacing the human element, but augmenting it. It’s about making our meetings smarter to ensure that delegates can focus on making connections more valuable.
Alongside new intelligent meeting capabilities, another thing that makes M&I events uniquely valuable is that we guarantee that, no matter how many events our delegates attend throughout the calendar year, they’ll never have the same meeting twice. Every connection a delegate makes at an M&I meeting is new, and the more events a delegate attends, the more value they get, and the better we understand their needs and priorities, so we can continue to improve the relevance of their meetings and the value they receive from each event.
“Sustainability is at the core of our events, although some parts of event organising, such as mobility, unfortunately cannot be changed.”
Q6: Sustainable campaigns seem to have been delegated to second place lately, behind AI and tech trends. How does M&I ensure sustainability is not a fad, but a commitment that ensures every event reduces its environmental impact and perhaps leaves a regenerative imprint?
While sustainability may have disappeared from the headlines, it remains highly relevant in the Nordics, including Finland, where I live at the moment. It is not that it is in second place; it has become a standard. For M&I Expo 2026, we were about to launch a new Green Tick initiative for the industry, which would help meeting planners make positive, easier choices for a better planet. Although the event was postponed, we will still be introducing the Green Tick for Expo 2027. Sustainability is at the core of our events, although some parts of event organising, such as mobility, unfortunately cannot be changed.
Q7: What has the feedback been on M&I Healthcare Brighton?
The feedback has been overwhelmingly positive. We’ve trialled new things, including an Executive Circle and a Venue Sourcing Roundtable. Our attendees wanted more specialised, tailored experiences, bringing the communities together, not just to have the meeting, but to bring the right people to the right table and create those connections more effectively. I think we’ve managed to do that well here in Brighton, and there’s really good feedback from our clients. That has been our biggest win so far. Our newtimers programme is also helping new faces find mentors and colleagues at our events.
PERSONAL QUESTIONS
Q8: What personally inspires you the most?
It is other people. I am always inspired by those who are passionate about their jobs and want to help others and make them feel good. It is about such individuals and the glint in their eyes.
Q9: Finnish sauna or Turkish hammam?
Undoubtedly, Finnish sauna. I’ve lived across Europe, and after moving back to Finland, I appreciate my country even more than before. Whenever I can go to the sauna, I will. My dream is a sauna by the lake. Finns are officially the happiest nation in the world because we appreciate the simple things. It is not about the glory or the gold, but about appreciating the simple things in life: sitting by that lake on the terrace of your sauna, doing nothing, watching the sunset, and enjoying the quiet nature around you. That is the recipe for happiness, and it is why I love it so much.
Q10: Alvar Aalto or Norman Foster?
It has to be Alvar Aalto. I worked as a duty manager in a building designed by Alvar Aalto, and I have an Alvar Aalto-inspired design in my home. So how could I choose anything else? I always choose classical, timeless things, and that is why Alvar Aalto feels like the right answer.
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