Are Secondary Cities Becoming the New MICE Hotspots?
There is no question that the Meetings, Incentives, Conferences and Exhibitions (MICE) industry is evolving. MICE has always been the forte of large metropolitan cities, with their international airports, large convention centres, premium hotels and established business ecosystems. But the needs of events are changing and the focus is shifting increasingly to secondary cities . Companies and event organisers want value, unique experiences and greater flexibility from non-traditional business capitals. Regional connectivity, hospitality infrastructure and event facilities are helping smaller cities to attract more professional events. Organisations are also looking for destinations that will provide more for their participants than conference rooms and cookie-cutter business itineraries. Why Big City Event Planners Are Relocating Big metro destinations remain important for the MICE industry, especially for international conventions and very large exhibitions. However, they can o...