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

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

The MICE market (meetings, incentives, conventions and exhibitions) in Switzerland is currently showing a clear comeback. After the strong burglaries during the Covid pandemic, when the number of MICE events fell to around 13,250 in 2021, this number rose to around 20,000 in 2022. In 2023, 77 % of the visitor volume of before the pandemic could be 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 the well-developed infrastructure of Zurich as well as the combination of business and leisure trips, also known as leverage.

Michael Böhler, hotelier and president of the Zurich hotelier club, emphasizes that Zurich has facilities such as the circle at the airport, the congress house and the Hall 550, which represent the essential 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 behind the expectations, which indicates a not yet complete recovery. Return to personal meetings promotes the need for high-quality exchange and well-founded information, such as Gastrojournal

important trends of the MICE industry

The MICE industry is subject to constant change and has to regularly adapt to new trends. According to Abouttravel , adaptation to environmental aspects is gaining in importance. Sustainability is increasingly being integrated into the planning of events, which is intended to minimize the ecological footprint. These include environmentally friendly venues, the use of regional food and the pursuit of a reduction in food sewers.

Another central trend is the personalization and flexibility of the offers, since customers are looking for more and more individual solutions and demand short -term changes. In addition, the demand for experience -oriented events is growing that not only serve to transfer information, but also for team education and employee motivation. This can be seen in the increased demand for team building events, the requests of which climbed from 6 % in 2019 to 11 % in 2021.

hybrid formats and hygiene

Pandemy has also led to a boom hybrid-formatted events that can take place both online and on site. These mixed forms have proven to be particularly suitable for transfer of knowledge and professional exchange. At the same time, the importance of hygiene and well-legged has increased for events. Hygiene is now a quality criterion for locations, While Overall Aspects of Well-Beinerg Are Becoming Increasingly Important.

The continuous observation of the industry trends and the needs of customers is crucial for competitiveness in the MICE industry. A customer -oriented approach that focuses on sustainability, modern digital infrastructures and experience -oriented offers are essential factors for success in this dynamic market.