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The Road to Recovery: Strategies to Revive MICE Travel in a Post-COVID World
TOURISM IN TIMES OF CRISIS AND BEYOND AT ITB & MICE SHOW ASIA VIRTUAL 2020
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The Road to Recovery: Strategies to Revive MICE Travel in a Post-COVID World

MICE (Meetings, Incentives, Conferences, and Exhibitions) travel is crucial to tourism destinations and a key driver of economic, intellectual, and cultural growth. COVID-19 has brought the entire tourism ecosystem—including MICE—to a standstill. UNWTO predicts that the overall tourism volumes could contract by ~80% in 2020. Our consultations with the ecosystem stakeholders and convention bureaus assert that some segments of the sector are particularly vulnerable and could face irreversible damage. Others, with prudent interventions, could weather the storm.

Understandably, most destinations are itching to resume MICE activity as soon as safe travel is possible. But the ecosystem is fragile. Destinations will need to carefully align their strategies to the recovery outlook of MICE sub-sectors. Not all sub-sectors will recover, and the rate and pace of recovery will be uneven.

Grail Insights takes a look at the road to recovery for MICE. How has COVID-19 changed expectations for business travel? What can MICE destinations do to ensure a safe and fulfilling tourism experience? What strategies can MICE stakeholders use to bring conference-goers and exhibitors back?

What's in this eBook?

The recovery horizon of the MICE sub-sectors

How various MICE sub-segments are expected to recover

Strategies destinations and ecosystem players can adopt to expedite recovery

Grail supports most verticals in the tourism value chain. Let us help you navigate your road to recovery. Contact us at hello@grailinsights.com

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