Why local communities are the key to successful MICE strategies
The global tourism industry is rapidly recovering from the effects of the pandemic and economic uncertainty. As travel demand rises again, many destinations are struggling with overtourism. Cities like Venice, Amsterdam and Kyoto face overcrowding, strained infrastructure and growing frustration among residents.
One solution lies in MICE events which can spread visitors more evenly, create value beyond leisure tourism, and relieve pressure on urban hotspots.
The ultimate measure of success? The goodwill of the local community. When residents see benefits rather than burdens, they embrace events, and the destination thrives.
Why community engagement matters
A destination may have excellent facilities and government backing, but without resident support, even the best MICE strategy risks resistance. Cities such as Barcelona have seen protests against tourism-related disruptions, while places like Copenhagen succeed by involving local stakeholders, co-creating event strategies and sharing the benefits.
Community goodwill is the final and most important success factor. It does not come automatically, it must be built step by step.
How MICE Creates Value
When thoughtfully designed, MICE generates value far beyond financial returns. It can:
Boost the local economy: Delegates spend significantly more per day than leisure tourists, benefiting a wide range of businesses.
Encourage visitor spread: Events often take place outside crowded centres, easing pressure on popular attractions and distributing benefits across regions.
Cover low seasons: MICE typically fills the calendar during off-peak months, stabilising income for hotels, venues and local services. Create ambassadors – Delegates who enjoy a well-organised event often return as leisure visitors and recommend the destination to others.
Use standardised, large-scale programmes: Conferences and exhibitions bring in large groups under controlled conditions, reducing the unpredictability often associated with mass tourism.
Operate independently of tourist attractions: Unlike leisure travel, MICE is not dependent on sightseeing; it thrives on professional venues and knowledge clusters, relieving stress on cultural and natural sites.
Foster knowledge transfer and innovation: Beyond economics, MICE brings expertise and networks that strengthen local development.
The MICE destination pyramid
In The Real MICEbook, I use the MICE Destination Pyramid to illustrate the path to long-term success. Each layer strengthens the next, ultimately leading to the top: community goodwill.
Political stability: Long-term political stability ensures predictability for organisers and investors, making the destination a reliable partner over many years.
Infrastructure: Beyond venues and hotels, infrastructure includes excellent accessibility by air, road and rail, enabling international connectivity.
Safety: A secure, well-prepared environment builds confidence for both organisers and participants.
Education and knowledge: Skilled professionals, continuous training and expertise in event delivery ensure flawless execution and strengthen competitiveness.
Community goodwill: When all foundations are in place, residents support MICE, recognising its benefits for the local economy, cultural identity and quality of life. Goodwill is one of the ultimate indicators of success.
