News & Updates

MICE in Germany explained

The first finding of the study is that delegates are returning to German MICE hubs... but pre-pandemic volumes have yet to be reached. Last year, 377.6 million participants were counted in Germany. Of these, 301.9 million were at face-to-face events, with the remaining guests identified at hybrid events. This is a spectacular increase compared with 2023 (+21.5%) - despite a fall in the number of events (-6.2%) - but it is still not enough to rival the 423.1 million delegates recorded in 2019.

Another significant change in the MICE across the Rhine: the proportion of foreign participants rose significantly, as did the average length of stay in Germany. With 9.5% of international guests, the destination's overall aura is close to the record levels recorded before the crisis (10.2%). Hotels with MICE facilities are the first to benefit from this trend, with international audience share reaching 13.5%. These are also the establishments that are benefiting from an increase in average length of stay. The average stay will reach 1.7 days in 2024, compared with 1.5 the previous year. And the average climbs to 2.1 days in business hotels.

These business establishments are also making a name for themselves on another sensitive issue: the sustainable development. This is a subject that the German Tourist Board has made a priority in order to position itself as a model market. Among the different types of MICE infrastructure, German hotels stand out for their far greater adoption of sustainable standards (85%).

Lastly, the Meeting & Event Barometer survey also points to the massive use ofartificial intelligenceThis is the case, at least, for event organisers. Nearly 8 out of 10 organisers (78%) say they rely on AI, while the proportion is still limited among suppliers (46%).

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