Closing the Covid parenthesis once and for all, 2023 saw MICE activity in France surpass the record set in 2019. And 2024 is set to follow in the same vein, with stabilisation at this high level, with a slight increase compared to 2023. These are the findings of the fifth edition of the study on trends in the sector published by Interface Mice, the dedicated department of the tourism communications agency Interface Tourism. In December-January, the agency surveyed a panel of 80 event organisers, mainly event agencies (57%), but also business tourism agencies (25%), organisers of corporate meetings (8%), and professional congress associations and organisers.
Another finding is that, after a lack of interest in France and neighbouring countries in the wake of the crisis - with many destinations remaining inaccessible or having health constraints incompatible with a MICE trip - professionals are once again showing a definite interest in long-haul travel, particularly to North America and the Asia-Pacific region. New destinations and the opening of direct air routes from French airports are playing a key role in the choice of country. Nevertheless, buyers continue to favour mainly short- and medium-haul countries. Event organisers' requests and searches for information are focused on Europe (86.7%), North Africa and the Middle East (73.3%) and France (68%). There's a reason for this: corporate social responsibility (CSR).
Today, CSR is a key element in the Group's strategy. a must for events and business trips" says the study, " standard practice for destinations" . Eco-responsible and CSR commitments have become crucial in the choice of a destination, which can lead to the rejection of a place or country if it is not conducive to sustainable tourism. This is because everything is now scrutinised by the customer, from the CSR charter of the events agency to the environmental commitments of the transport company, from the labelling of congress sites to that of hospitality venues (Iso 20121Iso 14001, Green Key...), including the choice of eco-responsible activities for team-building, catering that favours short circuits and organic food, a natural setting for your stay...
CSR at the heart of business choices
According to the results, respondents attach the greatest importance to integrating CSR activities into the travel programme (37%), followed by to the train rather than the plane as a mode of transport (23%), financial compensation for carbon emissions for all or part of the event (12%) and responsible accommodation (12%).
Unsurprisingly, the study also reveals that, after favouring digital or hybrid 100% events during and after the pandemic, professionals are once again focusing on on classroom trainingThe number of events planned for 2024 has fallen from 9% to 0% for the former and from 21% to 13% for the latter. There has also been a marked decline in virtual distance learning. This return to face-to-face training is justified". to encourage convivial moments (69%), facilitate communication and improve creativity (19%), strengthen team spirit (11%) and meet new employees after the Covid (1%)" .
A plus for the destinations involved in hosting the event
Last but not least, the financial aspect is not forgotten by the professionals interviewed, who believe that travelling by train can reduce the cost of the operation. They also appreciate financial assistance from a convention bureau or a destination to make it easier to host a conference, seminar or incentive. Advice based on an excellent knowledge of the area (at 79%) and its service providers, technical and organisational support for the services of a tourist office". in the organisation of events are now considered necessary by MICE buyers" adds the study. The search for originality and " the exploration of new event formats are [finally] crucial expectations of buyers" . These elements are designed to leave a lasting impression on the participants and contribute to the success of the event.
