The little MICE-land that could
According to the Meetings & Events Future Trends report, meetings and events demand is expected to increase by 5–10% worldwide in 2019. Here in Iceland, we are expecting at least 15% growth this year.
Our optimism is also increasing because most of the growth seems to be meetings or conferences of 100–500 attendees. Demand for unorthodox and high-tech meeting space is on the rise, and MICE buyers are putting more focus on offering creative activities and creating memorable experiences for their clients. All of which are easily found here in the Icelandic capital.
But it is not only recently that we in the Icelandic MICE industry are feeling the wind at our back. Ever since Harpa Concert Hall & Conference Centre opened, we have been experiencing growth. Many of our partners also mention the growing influence of Millennials, or Generation Y, as both MICE guests and buyers. Millennials are now the largest segment of the workforce in both the US and EU, and they seem to like our destination. It is not just based on our feeling. According to Skyscanner’s Millennial Travel Survey, millennials want to include adventure, culture and sightseeing when they travel for work. Partying or shopping is not a priority. MICE organisers, therefore, don’t need to worry so much about post-event entertainment or host a company party every night, but rather they should offer an interesting location and spare time to enjoy it.