Industry experts are urging MICE businesses to team up with the tourism sector to secure the long term success of the meetings and events industry.
As economic uncertainty continues to shake up the MICE market, continued success in the tourism sector has renewed calls for both industries to forge stronger bonds to strengthen their position on a global stage.
With both industries sharing similar goals, managing director of The JT Group Jennifer Trethewey maintains that building collaborative relationships would deliver benefits to both parties.
“Working together will help achieve growth, diversification and help leverage our brands,” she told The Nibbler. “It will help MICE businesses pitch for businesses and bring in extra numbers and business for the tourism sector.”
Destination NSW chief executive Sandra Chipchase argues there are “distinct advantages” if MICE and tourism businesses pursue a more collaborative relationship, such as maximizing leverage of existing resources.
But business success isn’t all to come from further collaboration, said Trethewey, who concedes it is crucial for the future of the MICE industry.
“Working together is not just beneficial, it’s critical for the long-term success of the overall MICE and event industry,” she told The Nibbler. “Consumers are changing at faster pace than ever before, which means businesses must change. Working together will raise our profile and build on our brand as a place where tourism and events work side by side.”
Trethewey noted that stronger ties between both markets would help boost the profile of Australia as a desirable destination and make it easier to secure funding and support within the MICE sector.
However, she admitted there was some way to go before both sectors realized the added value.
“Currently, events don’t believe that tourism is so closely aligned, which is frustrating because it will help bring business to us,” she said.
Trethewey suggested small MICE businesses should approach tourism bodies for information and attend workshops with like-minded colleagues to devise collaborative plans that will help them move their businesses forward.
