International organizations present reactivation reports

  • WTTC, ICCA, and the South American MICE Alliance released relevant content for the MICE Industry. 

By Jorge J. J. Martínez 

Numbers, statistics, and trends are essential benchmarks when it comes to analyzing and making decisions. The following is a compilation of 2021 surveys and researches on the MICE Industry’s reactivation and recovery. 

Moving from regional to global, we begin with a report from the South American MICE Alliance, made up of convention bureaus from Lima, Bogotá, Buenos Aires, Sao Paulo, and Quito. The survey was presented to 597 international associations and 345 corporate clients from 16 countries.

Sixty percent of associative market institutions plan on holding a least three events in the next five years. The second half of 2021 shows a projected trend of events that increases towards 2022. A third of the associations expect more than 1,000 attendees to their events. 

The corporate market points towards short-term incentive travel. Sixty percent of the sample begun to take steps towards traveling during the remainder of 2021 and 2022 with the following specifications: Groups 100 PAX maximum, three to six days’ stay, a minimum budget of US$1,000 per person, with a slight tendency towards 5-star hotels. 

The Research Department of the International Congress & Convention Association’s (ICCA) recently presented a study that includes a holistic and accurate representation of the impact of the pandemic at association meetings worldwide. Even though 44% of meetings were postponed in 2020, the vast majority remained true to the original destination.  

Face-to-face meetings are irreplaceable and everybody desire their return, but of the greatest benefits from the pandemic has been the technology’s acceleration, since virtual services have increased the number of participants on the hybrid events held so far. 

The World Travel & Tourism Council (WTTC) produced a report on the economic and employment impact of the Travel & Tourism industry derived from the pandemic for 185 countries and 25 economic regions. 

Before the pandemic, Travel & Tourism accounted for one in four of all new jobs created worldwide, 10.6% of all jobs, and 10.4% of global GDP. However, Industry GDP dropped by a staggering 49.1% in 2020 compared to 2019.

The good news is that the world adapted to the restrictions and protocols, but for this reactivation, the world population demands evolution, health and hygiene, innovation and digitization, and sustainability.

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