In today’s interconnected landscape, international collaboration isn’t a bonus – it’s a strategic necessity. The relationship between Europe and the Americas continues to influence the MICE industry, where cultural fluency and commercial opportunity intersect more than ever.
Transatlantic events bring together two powerhouse regions with distinctly different approaches to working, networking, and building trust. When European attention to detail meets American dynamism, a uniquely productive environment emerges—one defined by depth, momentum, and meaningful long-term partnerships.
As globalisation evolves into a more intentional, relationship-led era, transatlantic collaboration has never been more important.
While Europe and the Americas share a commitment to progress, the way relationships are formed can differ significantly.
As Marie Olivie notes, “Networking in America is almost a sport—quick introductions with a personal twist – while in Europe, networking is focused on building trust, not just a list of contacts.”
These contrasts complement each other, blending European depth with American momentum to create partnerships that are agile, robust, and strategically aligned.
From 24–28 February 2026, Vienna will host our Transatlantic event at the exceptional Andaz Vienna Am Belvedere.
A historic crossroads of diplomacy, culture, and political influence, Vienna has long shaped the direction of Central Europe and beyond. Its legacy of leadership and internationalism makes it an ideal setting for global collaboration today.
Delegates will leave with new insights, strengthened connections, and a deeper appreciation for how transatlantic dialogue is shaping the modern MICE landscape.
Find out more about M&I Transatlantic Vienna or contact our team here.
Transatlantic collaboration is becoming a catalyst for innovation and sustainable growth in MICE. By combining Europe’s relationship-led approach with the fast-moving energy of the Americas, cross-continental events unlock partnerships that are more strategic, adaptive, and future-focused.
Whether you join us in Vienna or continue your international journey elsewhere, remember:
The true value lies not only in who you meet, but how you connect.
Adapt your style
Prepare for nuance
Use the full event experience
Follow up with intention
Think globally, act collaboratively
14-16 April 2026 | Abu Dhabi
American buyers
24 - 28 Feb | Austria
Foster new cross-continental business relationships
UK & European buyers
17 - 20 Jun 2026 | Sweden
Grow your MICE network in Sweden’s premier destination
Open your property up to a new range of events and opportunities by taking advantage of an online assessment created by our event partner, Healthcare Venues, which will determine if your venue is capable of hosting healthcare meetings and events.
If your property passes, you’ll receive Healthcare Venue certification, verifying you to our buyer network as a specialist healthcare venue.
Tim Chudley
Managing Director, Sundial Group
