The South American M.I.C.E. Alliance presents the results of the reactivation survey “Towards the new meetings industry”

  • The hybrid event took place in the Hilton hotels located in Quito, Lima, Bogota and Buenos Aires, with the hub at the Hilton Bogotá Corferias and with RLA LATAM as audiovisual sponsor.
  • 60% of the associations surveyed plan to organize at least 3 events during the next 5 years, which shows a sustained recovery of the meetings industry in the medium-term.
  • The corporate sector shows a short-term recovery, given that two thirds of the respondents have already received requests and has sent proposals for the second semester of 2021 and for 2022.
  • The trends showed in this survey will help the meetings industry navigate through this recovery phase and to make the right decisions.

Quito (Ecuador), May 14th, 2021. Quito Tourism Board, Bogota, Buenos Aires, Lima and Sao Paulo, presented, in a hybrid event, the results of the reactivation survey “Towards the new meetings industry”. The report has the objective of showcasing the new reality for the MICE Industry, in the associative and corporate markets, based on the results of the survey in the Latin-American, Interamerican, Ibero-American, Pan-American and global markets.

The associations surveyed expressed that the main actions expected from the Convention Bureaux are, in order, the following: support with the articulation of public and private entities, support in the promotion and marketing of the event, and recommendations on the destination´s local offer.

The results of this project undertaken by the South American M.I.C.E. Alliance offers an accurate picture on how the industry has transformed and re designed given the current circumstances. Having this in mind, the Alliance presents the main indicators and the analysis of the outcomes:

The associations market continues betting for the organization of events, which implies a sustained recovery of the industry in the medium-term, given that 60% of the associations, expressed their interest in hosting at least 3 events during the next 5 years.

The in-person events continue to be an option for the associations. The second semester of 2021 presents a growing trend, that increases in 2022. It is important to highlight that the return of in-person events shows an opportunity for the hybrid component, as a way for the associations to meet the regular number of attendees, or even, increase it.

The high season projection remains between the months of August and November for the Latin-American region, and despite that a lot has been expressed about the reduction of the number of participants, one third of the associations expects the attendance of more than 1000 people to their events.

The post-COVID era marks a difference in the way associations select the destination for their events, being of preference, criteria as the implementation of biosafety protocols, the country´s entry requirements, prices, and cancellation policies.

The services that will be more required by associations for the organization of their events are, in order: hotels, virtual platforms, convention centers and venues, audiovisual equipment and transportation services.

In regards with the corporate market, the report presents important contributions for the industry, as follows:

The corporate sector shows a more rapid recovery represented mainly in the incentive trips, even in the short-term (second semester of 2021 and 2022). Two thirds of the respondents have already received requests and has sent proposal for these periods.

The following aspects set the trend that will guide the corporate sector in the post-COVID era:

  • Groups of 100 participants as a maximum
  • Duration of the trip: 3 to 6 days
  • Minimum spending budget per person: USD 1000
  • Slight tendency towards 5-star hotels

In regards with the selection of the destination, the key factors are totally similar to those presented in the associations market: implementation of biosecurity protocols, country´s entry requirements, vaccination plan, and costs.

The trends presented in the survey report are a very valuable input for all the actors of the M.I.C.E. industry, given that new decisions will be taken based on precise information. The South American M.I.C.E. Alliance is very proud of this important contribution to the Region´s reactivation.

The South American M.I.C.E. Alliance renews the commitment of its 5 members to contribute to the development, promotion, and positioning of the cities as M.I.C.E. (Meetings, Incentives, Conventions and Exhibitions / Events) destinations, as well as to increase the attraction of events and meetings.

 We would like to thank Hilton WorldWide for the support in hosting this event. It is without a doubt that working together towards positioning the region as a M.I.C.E. destination is fundamental for the reactivation of our industry.


About Quito Tourism Board

Quito Tourism Board (aka Quito Turismo) is the organization in charge of promoting Quito, the capital city of Ecuador, as a global destination of choice for conventions and leisure travel, leading the way in performance and innovation. For the MICE industry, visit us at

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