This year’s ITB Berlin ended for me on a high note. It was my second year attending the MICE @ ITB Berlin programme (third time at ITB Berlin), and I was positively surprised to see the interest from the international MICE community.

While the programme has been running as the ITB MICE Day since 2009, this year it was in a bigger format and over three days. The three new pillars are MICE Hub for exhibitors, MICE Forum for education and the MICE Night for networking. Interestingly enough not many people know about it, but it slowly starts picking up thanks to the international press coverage and the stronger communication and branding. This programme is organised by the official MICE @ ITB Berlin partner Verband der Veranstaltungsorganisatoren e.V. (VDVO), and they did an outstanding job bringing it to an international level.