Here at M&I, our expert team are what makes our business as successful as it is.
Not only do they know this industry like the back of their hands, but they personify our main goal; that business is built on creating strong and real connections. And that’s why you’ll see them at M&I events, greeting attendees as old friends and welcoming new delegates.
One such member of our team is Heri Kashema, who has not only been with M&I for almost 20 years but brings the same warm and personable energy to each event he attends – even after all this time!
We sat down with Heri to pick his brain on how the industry has evolved over the years, what his highlights have been, and where it’s going next.
I started in 2006, the year of our first Forum. It has been a privilege to see us grow from the disruptor to the market leader.
M&I was my first job in the travel industry. I had friends from university who went into hospitality, and it got me curious. I had also done an internship at a local tourism office when I was studying, so I already had a soft spot for the job!
Worldwide Events has grown tremendously since I joined.
We’ve multiplied in size significantly, and during that time I have recruited and nurtured some amazing talents. Of course, I’ve seen some great people come and go, but luckily the good ones see how dynamic and fun the company is and stick around for a while.
The organisation has also modernised itself greatly through our AI-powered technology, which we use to intelligently curate meetings by matching participants based on shared business needs, ensuring more relevant and productive connections.
The type of events we curate have also come a long way, from our original and ever-flourishing Flagship Forum to newer formats, such as LUXE by M&I and M&I Healthcare. Next year, we are launching our most ambitious and exciting event yet – M&I Expo – which will be our largest scale event, whilst maintaining the same high-quality meetings, and capturing the same deep interactions.
The biggest shift in the industry I have seen is the complete landscape change between pre and post COVID. Full-time office work has all but vanished as the baseline standard – buyers work remotely, hotels sales reps aren’t always on-site etc… This was completely unthinkable 10 years ago and makes the job we do more significant than ever in bringing people together to build in-person connections.
What I love most about the job is the people I work with. Not just my team, who are some of the most entertaining and demanding sales people in the world (that’s facts, I definitely checked), but also others across the company who are such a pleasure to work with and have a laugh with, between meetings.
I love the discovery – of new places (new to me, of course), new people, new cultures. Not forgetting the discovery of unforgettable culinary delicacies from around the world – Pastéis de Belém I’m looking at you.
Every M&I event’s destination and host has left an unforgettable impression on me, but I would say Miami, Cancun, The Algarve, Munich (during Oktoberfest), Dubrovnik and Dubai (as a symbolic personal meaning) delivered some stunning experiences. Not forgetting Geneva – the host of my first ever Forum. From the host property’s levels of service and dedication, the engaging activities, the superb dinner venues and their atmosphere as well as the time in the destination itself, all of those could be singled out as really special.
The secret to long-lasting connections at an M&I event for suppliers would have to be in their ability to stand out – be memorable and unique during both the business meetings and the networking. We’re all human beings trying to connect with human beings, that’s the ethos of our industry. Being able to truly get to know someone both in a suit or in casual clothes, during your business meeting or at your table at dinner, is what will ensure they will appreciate and remember you and your business when the time comes.
In the next 5 years I think the industry will go through a phase of increased efficiency and productivity through maximising the power of AI. But instead of seeing AI replace sales reps, I see it enhancing the importance of relationships even more than before. Connecting to a human being you can trust will be a lot stronger when many of the interactions we will naturally have with systems will be made more efficient and productive by technology and artificial intelligence. The more AI can do for us, the more we will appreciate the value of human connection.
Keep an eye out for Heri at one of our upcoming events.
Get in touch with our expert team to find out which of our events could be perfect for you – and explore our 2026 calendar, now open for registration.
14-16 April 2026 | Abu Dhabi
Benefit from our signature Flagship ROI in Türkiye’s most up-and-coming MICE destination
UK & EU buyers
27-29 Aug 2025 | Croatia
The M&I Forum experience streamlined into two impactful days
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
