What place is left today for the virtual practices adopted during the health crisis?
Perrine Edelman - We were told that nothing would ever be the same again, that there would be no more big events, no more big conventions, that people would never get together the way they used to. I was a bit worried myself for a while. But things are now more or less back to normal. For example, I did a survey of PCO agencies, which specialise in managing and organising congresses, conferences and professional events. They expect all face-to-face in 2024, leaving thehybridThis was already the case this year. This was already the case this year: people need to get together, so theincentive has increased significantly, especially in a context marked by the teleworking. So there is a return to normalto a exception close: the sites have been perfected on the image capture tools for example. As a result, congresses and major events retain the idea of the image capture and the use of video. On the one hand, for presenters who have to lead a debate and who are unable to attend. Image capture can be used to rebroadcast all or part of the event. In particular, this allows us to communicate on the networks so that the event lasts over time, and so that we can discuss it and communicate on it again. This doesn't mean that the event is remote, but it does allow us to reach a wider audience. wider audience and use its event as a communication tool.
Has the MICE sector missed an opportunity to reinvent itself?
Perrine Edelman - We can't generalise, but in the scientific congress market in particular, a sector where there aren't many resources, the organising agencies confirm that the model hasn't changed with COVID, even though it's a model that's losing ground... It's complicated because these congresses are usually held over five days, or even a week, and they're difficult to finance. There hasn't been the energy to try and see the model differently, and that poses economic problems.
Isn't it up to the professionals, the agencies, to push for a change in the model and practices?
Perrine Edelman - Very often, companies organising their event don't really know what they want. So it's up to the offer to create the demand: the service provider must be a source of ideas. Companies are open to new ideas, but by definition organising events is not their core business. They often have their noses to the grindstone, and don't have the time to think about new ideas. So it will be up to service providers and agencies to come up with new ideas, as has been the case in the past: incentive activities have evolved over the decades.
What will be the major trends to watch out for in 2024 in the MICE sector, the challenges ahead and the opportunities to be seized?
Perrine Edelman - With the health crisis, there has been a real awakening to the climate emergency. I think that the challenges, in events as elsewhere, will be focused on this issue. It's clear to see: all the congress centre that are being built or modernised take responsible action. It's no longer a choice, it's an obligation. And as we pointed out in our study last May, companies are not really putting forward any proposals on the subject. Their demands are fairly simple, even simplistic. And here again, in my view, it's up to the service provider to come up with proposals. Of course, there's also the financial aspect. Companies look more at their budget than their carbon footprint, and they always try to limit costs. On this point, if only half of the service providers play the game, it's not fair because it may mean higher expenses. But if 90% of service providers play the game, there's no problem! We also have to be realistic: no matter how much we recycle our waste, the carbon footprint of an international event is bound to be high.
Do event organisers have the tools they need to measure their carbon footprint properly?
Perrine Edelman - It is indeed a subject. It's still complicated and in its infancy. Unimev for example, offers to help service providers implement tools for calculating their carbon footprint and environmental impact... But this is not yet a widespread practice.
2024 is also the year of the Olympic Games. What impact do you anticipate in the MICE sector?
Perrine Edelman - To be honest, I don't really know whether the event will have such an impact. Not least because it takes place over a relatively short period, and especially during the summer. Of course, you have to look beyond the fortnight of the competitions, but July-August is not the best period for the MICE market. On the other hand, the Paralympics take place in September and that event also attracts a lot of people. I think that companies will anticipate the event, by avoiding organising a major conference in Paris during the Olympic and Paralympic Games.
There's also the question of hotel rates...
Perrine Edelman - Yes, even if it doesn't specifically concern MICE: everyone will be affected. I don't know if there will be a backlash, because nobody will want to book any more. This was already the case in London and Japan. So much so that the hotels in London weren't full in the end... That's what's likely to happen for Paris 2024 too.
