Recently, I’ve been asked what trends I see for the MICE industry for 2020. One of these trends, in my opinion, is the rise of the 2nd– and 3rd-tier MICE destinations. These are the rising stars of the MICE industry; they are smaller, affordable and offer good value for money but are still under the radar for the particularly large conventions. The 2nd– and 3rd-tier destinations have matured to serve the local and national MICE markets and developed rapidly to win international congresses.
After visiting some of the most surprising off-the-beaten-path destinations this year including Mainz, Starnberg, Karlsruhe, Calgary and Trento, on 12 September 2019, I was in Kassel on a business trip to attend the Illerhaus Marketing MICE Branchentreff event, where I was an exhibitor; I met local event planners and shared information about the upcoming Event Planners Talk Conference from 27–30 August 2020 in Bern, Switzerland.