In 2019, a MICE planner’s role goes far beyond simply booking a conveniently located venue within budget. Meetings and events have become immersive experiences, and attendees increasingly seek fresh, engaging, and lesser-known destinations. That trend challenges planners to be more creative and opens opportunities for emerging MICE locations around the world.
Each year, event and hospitality software provider Cvent analyzes global meeting data to identify top meeting destinations. Chris McAndrews, vice president of marketing at Cvent Hospitality Cloud, observed that while long-standing favorites like Orlando and Las Vegas remain prominent, smaller or “second-tier” cities are climbing the rankings as planners diversify their choices.
Catherine Chaulet, president of Global DMC Partners, sees the same pattern: MICE planners are gravitating toward destinations that balance safety, affordability and a distinct sense of place. Even when events are held in major hubs such as Paris, London or New York, planners increasingly seek fresh neighborhoods, local experiences and lesser-known venues that make the meeting memorable.
“Planners are eager for their audiences to discover new or unfamiliar parts of those cities,” Chaulet said. As attention shifts toward smaller meetings as well as large conferences, rising destinations have a clearer path to gaining market share.
ICC Wales interior © ICC WALES
Wales illustrates that opportunity. Heledd Williams, head of business events at Visit Wales, notes the U.K. event market is worth £44 billion, with £24 billion attributed to business events. Wales currently captures less than 2 percent of that segment, but the opening of the new ICC Wales complex gives the country a stronger platform to attract international gatherings.
Located less than two hours from London, Wales combines easy access with competitive cost and distinctive experiences. Beyond the new £84 million ICC Wales, groups can choose adventurous activities that create lasting impressions — from surfing in a manmade surf lagoon near Snowdonia to zipping along the world’s longest and fastest zip wire in the repurposed Penrhyn Quarry.
Other parts of the U.K. are similarly promoting their strengths to capture meetings that might otherwise go to London. Cheshire is positioning itself as a hub for science-focused events through its Brilliant Science initiative, leveraging regional research institutions, heritage sites and innovation facilities to attract niche conferences and incentive groups.
“This is a region where scientific research, discovery and application have flourished,” said Nicola Said, commercial director of Marketing Cheshire. “We are creating unique opportunities to explore our scientific past, present and future, and to access globally significant research and facilities.”
Focusing a MICE strategy around a destination’s core industries is a smart approach for emerging markets. Edmonton, Alberta, for example, emphasizes its strengths in medical research, higher education and health sciences. Barb Stuhl-Smith, business development account manager at Edmonton Tourism, describes local meeting venues as “incubators for great ideas and connections.”
Edmonton Convention Centre © EDMONTON CONVENTION CENTRE
Edmonton also offers the value, accessibility and distinctiveness sought by planners: 60 direct international flight routes, new luxury hotel developments including a JW Marriott and a downtown Hyatt, and a convention centre that supports sustainability goals. The Edmonton Convention Centre now provides complimentary assistance with waste and sustainability audits and connects events with local organizations to help hosts meet corporate social responsibility objectives.
Leipzig, Germany’s fastest-growing city, ties a long tradition of education, trade fairs and music to a modern MICE offering. With a university founded in 1409 and a history as a crossroads for commerce, Leipzig presents an attractive mix of heritage, culture and conference infrastructure for events in medicine, science, business and politics.
“Leipzig is a place where constant change and renewal meet continuity and tradition,” said Hiskia Wiesner of Leipzig Tourism and Marketing. “Today, Leipzig is one of the most popular MICE venues in Germany and Europe, welcoming hundreds of thousands of attendees annually.”
Venue development helps, too. Expanding facilities and new properties make destinations more competitive and versatile. In India, for example, planners are watching several major projects boost the country’s capacity and appeal. Yusuf Poonawala, head of Bharat Deko MICE at Cox & Kings, highlights upgrades like the modernized Pragati Maidan in Delhi and the large International Convention and Exhibition Centre built for major global events. These additions increase capacity and ease logistics for large-scale gatherings.
“Cost-effectiveness, reliable event management and streamlined government clearances are portraying India as a compelling MICE destination,” Poonawala said.
New Zealand International Convention Centre cross section © NZICC
New Zealand’s convention landscape is expanding as well. Auckland’s Aotea Centre is completing a refurbishment, the New Zealand International Convention Centre opened in Auckland in 2020, and Christchurch welcomed the Te Pae convention centre. With new luxury hotels and upgraded infrastructure, both cities are increasingly attractive to international conference organizers.
“Along with superb new infrastructure in idyllic locations, our professional approach and unique cultural identity make New Zealand easy to do business with,” said Sue Sullivan, chief executive of Conventions and Incentives New Zealand. “Our cities’ improved air access and convention facilities put us high on the consideration list for international events.”
In the United States, rising and established MICE markets are following similar patterns. Planners choose lesser-known destinations that offer better value and distinctive guest experiences, while legacy destinations continue to invest in new venues and attractions. For example, Walt Disney World Swan and Dolphin Resort in Orlando announced The Cove, a large new meeting structure with rooftop event space, and Wilmington, North Carolina, has rebuilt a modern Convention District through substantial public and private investment.
Affordability, smaller crowds, growing local economies, safety, positive publicity and improved accessibility are all factors helping new MICE destinations gain traction. From Cheshire and Leipzig to Edmonton and Wilmington, planners now have a broad range of compelling options. For meeting professionals in 2019, the biggest challenge may simply be choosing which attractive destination best fits their event goals.