Covid-19 has forced the global meeting, incentive, convention and exhibitions (Mice) industry to consider some new approaches. Major events around the world have either been cancelled or postponed to the end of the year and beyond, or until there are much clearer signs of recovery.
As organisations worldwide look to reduce the risks associated with in-person contact, digital tools have become viable solutions for the Mice industry. Applied creatively, they can create satisfying virtual experiences and help maintain the business.
In its latest easing of lockdown measures effective from June 1, the Thai government is allowing meetings or gatherings in conference rooms or venues where the maximum number of attendees will be limited to 200. But other activities in Mice venues, such as events, exhibitions or trade fairs are still not allowed.
Mice organisers looking to connect with the public are now adopting digital tools that are compatible with their activities and purposes. Take the annual Book Fair, which was scheduled to take place at Impact Muang Thong Thani. Organisers decided not to postpone the event but have instead taken a page out of the retail sector's playbook by bringing it to an online platform.
CMO Group, the MAI-listed marketing communications and event organisation company, now has a streaming studio called PM Live Studio to support various kinds of online activities such as events, concerts, live performances, seminars, online publications and product launches.
Virtual Reality technology is being used widely in real estate and commercial markets to create convincing virtual experiences and allow customers to visualise how products might look in the real world. One noteworthy local adopter has been Thailand Toy Expo, the biggest toy event in the country. It went online from May 28-31 with virtual interactive activities and tours, online purchasing and even online queuing to simulate an in-person event.
These emerging technologies, already widely utilised in the office, retail and logistics sectors, are likely to have a far-reaching impact on the real estate industry and other sectors.
Mice exhibitors, meanwhile, are showing adaptability, resilience and an openness to using digital tools to secure the future of their industry. The challenges of Covid-19 and their impact has become an accelerant for businesses to adapt at an unprecedented scale and speed.
Natchaya Promsuwan is an analyst with Research and Consulting, CBRE Thailand. She can be reached at bangkok@cbre.co.th
