Rotterdam: IAB presents MICE report to the City

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The IAB conference in April: IAB members present their advice to Vice Mayor Roos Vermeij (Economic Affairs); photo credit: Rotterdam Partners

The International Advisory Board (IAB) has presented their final advice report to the Rotterdam Municipal Executive containing recommendations about the future of the MICE industry in Rotterdam. The IAB, an advisory council made up of international experts from the MICE industry and other sectors, met at a virtual conference earlier this year to address this topic. An examination of the hard-hit MICE sector is more relevant than ever as long-term repercussions are uncertain, according to IAB.

The advice focuses on a strong and future-proof MICE ecosystem in Rotterdam: value for the MICE customer and the city, sustainability and technological developments. According to IAB, the city needs a clear vision of how to use sustainability and technology to create economic, social and environmental value for both the organisers and visitors of MICE industry events. A sustainable impact strategy, new partnerships between different cities and a city-wide and distinctive MICE brand strategy must be considered when implementing this vision.

The main recommendations are:

1. Drive sustainable change with an integral impact strategy in co-creation with city stakeholders
2. Leverage technology to enable an optimal user journey
3. Transform existing business models and integrate new collaborative models
4. Develop a unique brand strategy for the MICE industry focusing on Rotterdam’s strengths

The IAB was executed by Rotterdam Partners in close collaboration with the Municipality of Rotterdam and representatives from the industry. The final report is a long-term action perspective for the city to strengthen its position as a MICE destination, and it provides guidance on how to collaboratively attract MICE events to Rotterdam. The full 22 pages report can be viewed here.

The chairman of this IAB is entrepreneur and investor Lars Crama (Innovators Inc). The other members are Bruce Redor (GainingEdge), Christina Caljé (start-up founder and investor), Guy Bigwood (The Global Destination Sustainability Movement), Joris Beerda (The Octalysis Group), Nick Morgan (We Are The Fair & We Are Placemaking), Patrick de Laive (TNW) and Senthil Gopinath (ICCA).

Rotterdam Partners previously launched the initiative The Rotterdam Experiment. Innovative solutions within and outside the sector are shared and tested with the industry through a series of hybrid experiments. The next Rotterdam Experiment will focus on the Eurovision Song Contest and the opportunities and challenges of hosting such an event in a challenging time in an innovative, surprising and daring way.

The experiment will take place online on September 28 and will be broadcasted live from Rotterdam Ahoy.

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