MMGY forecasts an "exceptional" 2023 vintage for the MICE business in Europe

The reportPortrait of European Meeting and Convention Travel"MMGY Global, a marketing agency specialising in the world of travel, tourism and hotels, published a report at the end of August. The report paints a rosy picture of business activity in the European market, to say the least. exceptional year "In 2023. To support this finding, the authors of the report point out that 37% of those surveyed would attend one or two meetings outside their country of origin this year, compared with 38% for the whole of 2022.

The MMGY study also notes a resurgence of the face-to-face formatwhile banking on a lasting place for thehybrid. "Interestingly, after the pandemic, face-to-face meetings are back, but virtual and hybrid meetings, although less popular than before, are here to stay."says Cees Bosselaar, Managing Director of MMGY Travel Intelligence Europe. According to the study, 7 out of 10 organisers plan to hold only face-to-face meetings and events over the next two years, as face-to-face meetings are the most effective meeting model. "However, it is anticipated that virtual and hybrid meetings could regain popularity over the next two years."Nevertheless, the authors of the report warn.

According to this "Portrait of European Meeting and Convention Travel", the general attractiveness of the destination is the number one choice criterion for organisers. This is followed by ease of access and the distance to the meeting venue. These factors are clearly ticked off by Germany, which would appear to be the leading meetings & events destination in Europe. The United States is the most popular non-European destination.

Finally, the MMGY Global study shows the normalisation of bleisure, which now seems to be firmly anchored in the habits of professionals. 60% of participants in meetings & events operations say they are likely to extend a business trip for leisure during the year. And two thirds of them plan to invite their spouse on these extended business trips.