Exploring the Use of Virtual and Hybrid Events for MICE Sector

Abstract

COVID-19 has fast-tracked the transition to the virtual environment in the global meetings, incentives, conference/convention, and exhibition (MICE) events sector. The present research explores the use of virtual and hybrid events in enhancing the resilience of MICE events. Additionally, these events were found to be essential for information sharing and proved valuable in times of uncertainty. This chapter focuses on how these events provided substantial market opportunities for MICE stakeholders globally. Moreover, several challenges surfaced when hosting such events, including the matter of internet connectivity and the significant capital investments required for their execution. Virtual and hybrid events have emerged as a valuable tool for enhancing the resilience of MICE events to crises, and hybrid events are postulated to become a prominent feature in MICE events offerings in the future. This study focuses on how events provided substantial market opportunities for MICE stakeholders in the country by exploring the opportunities and challenges for MICE sector. Utilizing secondary information available, the study drew conclusions, implications and recommendations are given.