Zurich's MICE market: Return of events with new trends and records!

Zurich's MICE market: Return of events with new trends and records!

The MICE market (meetings, incentives, conventions and exhibitions) in Switzerland is currently making a significant comeback. After the sharp drops during the Covid pandemic, when the number of MICE events fell to around 13,250 in 2021, this number increased to around 20,000 in 2022. In 2023, 77% of the number of visitors before the pandemic was reached, and in the first half of 2024 the number of events even exceeded the level of 2019. This positive development is favored by several factors, such as Zurich's well-developed infrastructure and the combination of business and leisure trips, also known as bleisure.

Michael Böhler, hotelier and president of the Zurich Hotel Association, emphasizes that Zurich has facilities such as the Circle at the airport, the Congress Center and Hall 550, which are key attractions for MICE events. Many guests now also use their stay in the city for leisure activities, which leads to longer stays. Despite these positive trends, pure business tourism remains below expectations, indicating an incomplete recovery. The return to face-to-face meetings promotes the need for high-quality exchange and well-founded information, such as Gastrojournal reported.

Important trends in the MICE industry

The MICE industry is subject to constant change and must regularly adapt to new trends. Loud Abouttravel Adaptation to environmental aspects is becoming more important. Sustainability is increasingly being integrated into the planning of events, with the aim of minimizing the ecological footprint. This includes eco-friendly venues, using local food and striving to reduce food waste.

Another key trend is the personalization and flexibility of offers, as customers are increasingly looking for individual solutions and demanding short-term changes. In addition, the demand for experience-oriented events that not only serve to convey information, but also team building and employee motivation is growing. This is reflected in the increased demand for team building events, with requests increasing from 6% in 2019 to 11% in 2021.

Hybrid formats and hygiene

The pandemic has also led to a boom in hybrid-formatted events that can take place both online and in person. These mixed forms have proven to be particularly suitable for knowledge transfer and professional exchange. At the same time, the importance of hygiene and well-being for events has increased. Hygiene is now a quality criterion for locations, while overall aspects of well-being are becoming increasingly important.

Continuous monitoring of industry trends and customer needs is crucial for competitiveness in the MICE industry. A customer-oriented approach, a focus on sustainability, modern digital infrastructures and experience-oriented offerings are essential factors for success in this dynamic market.