The 3rd Yokohama Global MICE Forum
In the wake of the global spread of COVID-19 in 2020, many meetings and events were forced to be cancelled or postponed, and the landscape of business events has now been transformed with the introduction of virtual and hybrid formats, virtual world, as well as the XR technologies. While technology will continue to enrich the way business events are organised and expand their possibilities, it is also clear that there are unique values that can only be realised through face-to-face communication. Moreover, we believe that the recovery and revival of business events should reflect on and overcome the various social and societal challenges highlighted by the coronavirus crisis, and move forward with the aim of making events contribute to the realization of a better society.
In this context, the 3rd edition of the Yokohama Global MICE Forum will bring together business events professionals from Japan and around the world, on-site and virtually, to focus on how organisers' expectations of MICE destinations may be changing, and how to redefine ourselves to be the MICE partner of choice.