How do you see the MICE sector evolving after this long period?
François Lafont - We can expect a certain rebound effect, a catch-up effect, by early 2022. However, it is difficult to have a well-defined vision today of the solutions that will be put in place in the future, of what the sector will look like in one, two or even five years' time. What is clear is that the changes already underway will be accelerated even further. We talk a lot about digital, but we can take a whole host of other phenomena that will shake up our industryThese major trends need to be taken into account. These major trends need to be taken into account, and we need to adapt and keep our finger on the pulse.
Does the digitalisation of events, encouraged by the pandemic, work against meetings?
F. L. - Everyone realised that Teams, Zoom etc. were working very well. Especially as this development is in line with current climate issues. It's also in line with the quality of life sought after by business travellers, saving them tiring and unproductive round trips during the day. As a result, the structure of meetings will change completely. These will no longer be endless presentations of tables or results, but shorter meetings that go straight to the key points. These meetings, whether they relate to innovation and creativity or to negotiations and multilateral decisions, require human interaction, which means face-to-face meetings. But at the same time they will leave more time for exchanges and meetings. The incentive and team-building part will be more important. Operating methods will evolve, and the offer will have to follow suit.
So virtual and face-to-face are not competitors, as is sometimes suspected?
F. L. - It's a long debate. Some predicted the end of face-to-face meetings when videoconferencing appeared in the 90s. Yet this has not prevented our industry from experiencing strong growth thereafter. Let me take another example, this time from the digital world. When the first video games arrived, many people thought that there would be no more contact between players, that they would stay at home playing until the end of the night. But nowadays, e-sport events are growing at an incredible rate. A few years ago, you might have had 200 or 300 people in the audience. Today, without even mentioning remote connections, they number in the thousands, and over several days. People come to take part, to exchange ideas, to get together. Humans are social animals. And it's the same for professional meetings. We mustn't forget that the most important part of a conference - and always has been - is the drink we have together at the end of the day.
Some predicted the end of face-to-face meetings when videoconferencing appeared in the 90s. However, this has not prevented our industry from experiencing strong subsequent growth.
However, digital also opens up new opportunities.
F. L. - Yes, but the business model for digital events has not yet been fully finalised. As far as hybrid meetings are concerned, will they be multi-hub? Will they be hybrids, with people attending and others connected, or hybrids with post-event action through the distribution of content and post-event exchange opportunities? Will we be moving towards face-to-face conferences and virtual marketing in the form of mini-series, or 'spotify conferences' as it were? All these fields are fields of possibility. And we need to start thinking about these offers today. In this context, the focus will undoubtedly be on content. Digital used to be all about streaming, but now we're talking about digital content that is edited and consumed by structured, active communities. We need to think in terms of today's expectations, but also those of future generations who will be more accustomed to digital.
How is Luxembourg positioned in this area?
F. L. - This is one of our main strengths. When we were preparing to host the European Congress of the International Convention and Congress Association (ICCA) in autumn 2020, one of the questions asked by the organisers concerned our ability to broadcast the event to three or four different hubs around the world. The response from the ECCL (European Convention Center Luxembourg), where the event was held, was very simple: as we host the meetings of the EU Council of Ministers, we can even go much further, up to thirty secure lines simultaneously. We have to recognise that, few convention centres can offer such technology. Luxembourg's role as a European capital and the presence of all these major companies in the country have imposed very high standards that benefit all our structures. At the same time, RTL's historic presence in Luxembourg has given it a wealth of audiovisual expertise that many companies specialising in events have inherited.
On a broader scale, how is Luxembourg approaching innovation?
F. L. - It's a great country for research and innovation. Just look at its pre-eminent position in the space sector. Specialising in the control of satellites, particularly weather satellites, the Luxembourg company SES is the largest company in the world in this field. It's a culture that goes back a long way, which explains why today Luxembourg is a crossroads for information highways and boasts world-class data centres. For example, the country has one of Europe's largest supercomputers for data sharing. At the same time, 5G will soon cover the whole country. Luxembourg is also supporting the digital development of SMEs through the Fit 4 Digital programme. As well as the technological aspect, Luxembourg is at the cutting edge from an academic point of view, with a place in the top 10 most collaborative universities. Luxembourg is one of the most agile countries in the world.
Alongside digital technology, CSR is the other major current trend. Is this another ace up Luxembourg's sleeve?
F. L. - This is one of our other strengths. Whether it's societal issues, respect for minority rights, multilingualism or inclusion - just think of our Prime Minister (editor's note: Xavier Bettel is the first EU leader to marry his partner in a same-sex marriage) - Luxembourg sets an example. But it is also and above all one of the greenest and most authentic countries in the world with free public transport and positive energy houses. Aside from the greenery that covers the country, half of Luxembourg City itself is made up of forests and gardens. This state of mind corresponds to a certain vision of life that is highly topical. All our infrastructures are in the middle of unique settings, whether it's Luxexpo The Box - which is going to be renovated soon -, the ECCL in Luxembourg or the other conference venues in Esch or Belval. When you think of the wines of the Moselle, Schengen or Vianden in the north of the country and of course Luxembourg City, the country has a great deal of tourist diversity, but it's always authentic.
What is the basis for this authenticity?
F. L. - There's a saying in Luxembourg that goes like this: "We want to remain what we are". We know how to welcome people, as shown by the 150 nationalities present in the country, but we want to be ourselvesWith our own language, our own culture. These are not just words or marketing arguments. Look at history: this country, which lies between Germany, France, Belgium and Holland, has always been able to remain independent, playing to its strengths. This means that behind it lies an original way of beingA capacity to discuss and negotiate with a long-term view and, I would add, people who are close-knit and supportive.
How does this state of mind affect your business?
F. L. - When we inspect event sites, the organisers are always amazed at the human quality of the people and their friendliness. It's based on values and mutual respect. When you live in a country with a population of 600,000, you're bound to meet more or less the same people in your life. Between politicians and decision-makers, company executives and employees, everyone ends up knowing each other, sometimes from early childhood. Hence the need to help each other. This culture of benevolence, this desire to always find solutions, can be found at all levels around corporate events, in discussions with audiovisual professionals or those responsible for fitting out the venue. Everyone will take great care in organising your event.
Contact:
LUXEMBOURG CONVENTION BUREAU G.I.E.
35, AVENUE DE LA LIBERTÉ | L-1931 LUXEMBOURG
Tel.: +352 22 75 65 1
Internet : www.business–events.lu
