Reopened After the Covid-19 Emergency, the MICE Industry Prepares New Strategies

The Meeting, Incentive, Travel, Conference, and Exhibition business sector or what is more commonly referred to as the MICE industry is one of the sectors most affected by the Covid-19 virus pandemic. Reporting from eksbis.sindonews.com, there are many events in various countries that have to be postponed or canceled due to this pandemic. Meanwhile, based on the Indonesia Event Industry Council (Ivendo), the Ministry of Tourism and Creative Economy (Kemenparekraf) said that around 96.43% of events in 17 provinces had to be postponed and 84.20% had to be canceled. To restore the MICE industrial sector, the government and business actors in this sector need to prepare a new strategy so that the MICE industry can be adjusted to a new adaptation period (new normal).


The challenges of the MICE Industry in a new adaptation period
Reporting from nusabali.com, tourism observer Sapta Nirwandar revealed the need for a new strategy for tourism industry players who are providers of meetings, incentives, conventions, and exhibitions (MICE) so that their businesses can survive in the new adaptation period while running according to health protocols. Sapta Nirwandar also explained that the MICE sector is the most difficult business sector in implementing health protocols to prevent the risk of spreading the Covid-19 Virus. This is because before the emergence of the Covid-19 pandemic, an event that was held was usually able to attract large numbers of visitors.

Online training for MICE industry players
Based on bisnis.com, to revive the MICE industry, the Ministry of Tourism and Creative Economy has prepared a strategy to support activities in hotels and other MICE venues. The implementation of these activities is carried out based on health protocols in the new adaptation era which refers to the rules of international organizations as well as rules of the national scope. The government itself has made various efforts to help MICE industry players, one of which is through online training aimed at increasing professional capacity in the new normal era. Ekonomi.bisnis.com then also stated that the training was divided into several clusters, such as event management, event logistics, marketing communication, and stand building.

Procurement of virtual events & restrictions on the number of visitors
In order to survive in the new normal, MICE industry players need to make adjustments. Because as we know, the Covid-19 pandemic has changed the tendency of society in terms of cleanliness, safety and comfort. One solution to adapting to this change is to switch from offline to online. So, MICE players will greatly optimize the technology infrastructure to connect with audiences. Meanwhile, for organizing offline events, MICE industry players are required to limit the number of visitors and implement health protocols to ensure the safety and comfort of all parties.

The importance of implementing SOPs during the implementation of the event
Through kemenparekraf.go.id, Deputy for Tourism Products and Events at Kemenparekraf Rizki Handayani Mustafa stated that the preparation of new SOPs for event promoters is very important to do early on. This aims to anticipate the demand for the event when it enters the new normal period. According to him, the event organizing industry is the sector most affected because this industry relies on associations of many people. Therefore, during the new adaptation period, a clear SOP is needed, especially regarding health and hygiene.

Although no one can predict when the Covid-19 pandemic will end, it is hoped that MICE industry players can play an active role in promoting events and attracting visitors in accordance with health protocols. Therefore, the adoption of industrial adaptation strategies for MICE is highly recommended.