MICE tourism will grow between 5% and 10% in 2019, according to the 2019 Report on Future Trends in Meetings and Events, prepared by CWT Meetings & Events, a division of Carlson Wagonlit Travel (CWT).
The study, in turn, reveals the latest trends in the industry, which highlights the role of technology, through the advancement of augmented reality, artificial intelligence or social media, which will take more weight in these meetings thanks to its ability to shape more attractive experiences. There will also be an increase in the demand for unusual spaces and activities for this type of event, especially in markets where MICE tourism is already established, such as the United States or Europe. In this sense, the organizers will bet on outdoor spaces, such as tree houses or rooftops to develop the meetings, thus contributing to make the experience of the attendees unforgettable.
At the same time, new collaborative event formats will be implemented next year, with the aim of involving listeners in the process of content creation, through questionnaires or the choice of speakers.
In this sense, the president and CEO of Carlson Wagonlit Travel, Kurt Ekert, confessed that hotel rates are also expected to increase by 3.7%, as well as flight prices by 2.6%.