South American MICE Alliance Presents the Results of its Reactivation Survey

20th May, 2021

60% of the associations surveyed plan to organise at least three events during the next five years, which shows a sustained recovery of the meetings industry in the medium-term. The corporate sector shows a short-term recovery as well, given that two thirds of the respondents have already received orders and submitted proposals for the second half of 2021 and for 2022.

The Convention Bureaux of Bogota, Buenos Aires, Lima, Sao Paulo and Quito Tourism, presented the results of the reactivation survey “Towards the new meetings industry”, in a hybrid event. The report aimed to raise awareness of the new reality of the MICE Industry in the associative and business markets, based on the results of this survey in the Latin American, Inter-American, Ibero-American, Pan-American and global markets.

The surveyed associations stated that the main actions expected from the Convention Bureaux are the following:

  • support for the articulation of public and private entities;
  • support in the promotion and marketing of the event;
  • recommendations on the local offer of the destination.

The results of this project undertaken by the South American M.I.C.E. Alliance offers an accurate picture on how the industry has transformed and re designed given the current circumstances. Having this in mind, the Alliance has presented the main indicators and the analysis of the outcomes:

- The associative market continues to invest in the organisation of events, which implies a sustained recovery of the industry in the medium term, since 60% of the associations expressed interest in hosting at least 3 events during the next 5 years.

- Face-to-face events remain an option for associations. The second half of 2021 presents a growth trend that will increase in 2022. It is important to highlight that the return of face-to-face events does not prevent opportunities for the hybrid component, as a way for the associations to meet the regular number of participants, or even, to increase it.

- The high season projection remains between August and November for the Latin American region, and although much has been said about reducing the number of participants, one third of the associations expect more than 1000 people to attend their events.

The post-COVID era marks the difference in the way associations select the destination for their events, having as preference criteria the implementation of biosafety protocols, entry requirements in the country, prices and cancellation policies.

The services that will be more required by associations for event organisation are, in this order: hotels, virtual platforms, convention centers and venues, audiovisual equipment and transportation services.

In regards with the corporate market, the report presents important contributions for the industry, as follows:

- The corporate sector shows a faster recovery, mainly represented by incentive travel, even in the short term (second half of 2021 and 2022). Two-thirds of respondents have already received requests and submitted proposals for these periods.

- The following aspects set the trend that will guide the corporate sector in the post-COVID era:

  • Groups of 100 participants as a maximum
  • Duration of the trip: 3 to 6 days
  • Minimum spending budget per person: USD 1000
  • Slight tendency towards 5-star hotels

In regards with the selection of the destination, the key factors are totally similar to those presented in the associations market: implementation of biosecurity protocols, country´s entry requirements, vaccination plan, and costs.

“The trends presented in the research report are a very valuable contribution for all actors in the MICE industry, as new decisions will be made based on accurate information. The South American M.I.C.E. Alliance is very proud of this important contribution to the reactivation of the region,” said Liliana Orbegozo, executive director of the Greater Bogota Convention Bureau.

The South American M.I.C.E. Alliance renewed the commitment of its five members to contribute to the development, promotion and positioning of their cities as MICE destinations, as well as to increase the attractiveness of events and meetings.

“We would like to thank Hilton WorldWide for the support in hosting this event at the Hilton Bogota Corferias. Undoubtedly, working together to position the region as a leading MICE destination is essential for the reactivation of our entire industry,” says Liliana.

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