Expected conversion into metaverse, smart tourism city, and smart MICE

COVID-19 brought about structural changes in the MICE industry, such as the dominance of hybrid-type MICE events facilitated by the spread of meeting technology and the change of key players in the conventional MICE industry. Moreover, the appearance of metaverse has diversified the conventional MICE industry. Companies that proactively responded to these recent changes or quickly accepted or developed meeting technology in the MICE industry are planning and operating as many events as they did before the COVID-19 pandemic. Moreover, meeting technology such as metaverse is expected to expand as the demand for new competencies and technologies increases in the organizers' requirements and planning proposals. 
Under such circumstances, the government is investing heavily in developing smart cities and smart tourism cities to respond to digital transformation, and interest in these areas is seen to increase next year as well. In this regard, the MICE industry is also forecast to attempt to increase the utilization and value of smart MICE. However, it should be understood that establishing such smart tourism city and smart MICE environment is not the end all and be all in the tourism industry and MICE fields. It is necessary to verify in-depth cost-effectiveness, benefits, and business performance compared to budget input. 
MICE Value - Growing interest in business MICE legacy

In the future, convention centers and new MICE facilities in major cities across the country are expected to increase. Many regions in Korea, such as Samseong-dong and Jamsil in Seoul, Magok District and Seongnam in Gyeonggi Province, Chuncheon and Gangneung in Gangwon Province, and Jeonju, Chungnam, and North Chungcheong are seeking growth with convention facilities and MICE complexes. In the past, MICE has argued for the justification for growth and development from the viewpoint of the local economy, industry, and cultural development according to the ripple effects of increased visits and visitors by holding MICE events.  
However, the MICE industry has changed worldwide, and it is time to recognize its value as a business event; it is also necessary to understand its core legacy. Interest in the MICE industry in 2022 is likely to increase particularly in how to utilize and manage the legacy by holding these business events. Countries like the UK, Australia, and Singapore already regard the value of the MICE event as business events and consider how to plan, manage, and expand this value, i.e., the legacy, even before the event.  


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Yooshik Yoon (Ph. D, Tourism / MICE Destination Marketing) 
Professor,DepartmentofSmartTourism
DepartmentofConventionManagement
CollegeofHotel&Tourism,KyungheeUniversity

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