The interviewed organizers agree that the General Data Protection Regulation (GDPR) impacts the industry well beyond Europe, where this regulation is in place. In a context where new technologies such as virtual reality, artificial intelligence, or face recognition are transforming the MICE sector and generating even more data, concerns about policy and privacy will only grow.
"2019 will be the year of growth for the MICE market, with an expected overall increase in activity worldwide. Says Issa Jouaneh, Senior Vice President & General Manager at American Express Meetings & Events. "The organizers are faced with a challenge: to control this volume of activity while accommodating the fact that expenses increase faster than budgets. MICE will continue to establish itself as an essential tool for the business through a clearer definition of the objectives of the companies, the participants, and the improvement of the technologies. "
At the European level, Germany and Spain lead the way. Both countries will see an increase in both the number of meetings and the number of participants in 2019.