M&I’s Director of Sales for the Americas, Erin Tierney, joined industry leaders at IMEX this year, and her key takeaways reveal how fast the MICE landscape is evolving. From generational shifts to sustainability and smarter networking, here’s what she says will define the next era of meetings and events.
The modern workplace now spans five generations, with Gen Z rapidly joining the professional mix. This diversity is reshaping event design – from formats and content to ambience and technology.
To stay relevant, planners must go beyond logistics and rethink the attendee experience. Younger delegates bring new expectations such as hybrid-ready participation and social-native communication. The challenge – and opportunity – lies in creating experiences that resonate across generations while maintaining a shared sense of connection
Success at events now begins long before you arrive on site. Pre-event intelligence is essential – from data-driven targeting to CRM integration and smart scheduling.
For attendees, it’s no longer enough to just show up. The most effective teams arrive armed with insights, pre-booked meetings, and clear objectives. Strategic planning turns a busy show floor into measurable ROI.
What was once optional is now expected. Sustainability has become a baseline requirement across the MICE ecosystem – from venues and destinations to suppliers and event design.
Clients are increasingly demanding evidence of responsible practices. For MICE professionals, that means making sustainability a conversation starter, not an afterthought – asking the right questions and embedding green standards into every choice.
Today’s organisers are looking for global reach paired with authentic local experiences. Destinations that combine international accessibility with local culture and purpose-driven design stand out most.
The message is clear: celebrate what makes you unique. Whether it’s culinary heritage, community connection, or innovative venue design, the sweet spot lies in managing global complexity while delivering local excellence.
At shows like IMEX, success goes far beyond the booth. The real value comes from education, inspiration, and connection – the informal chats, the learning sessions, the peer exchanges that build genuine relationships.
My advice? Build learning and networking into your schedule intentionally. Don’t just measure meetings – measure insights gained and relationships strengthened. That’s where the true long-term value lies.
From generational shifts through sustainability and smarter engagement, one thing above all is clear: the future of MICE belongs to those who adapt thoughtfully – blending innovation, inclusivity, and authenticity at every touchpoint.
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Tim Chudley
Managing Director, Sundial Group
