Exploring the Rise of Purposeful Business Travel skift.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from skift.com Daily Mail and Mail on Sunday newspapers.
While tourists are heading back on holiday after two complicated years, business tourism also seems to be getting back on track. Admittedly, the recovery is taking place in a more discreet manner, but it is clear that the MICE activity is well and truly back. However, the health crisis having passed, the sector has had to adapt. A metamorphosis that goes hand in hand with societal evolutions such as the digital transformation and the sustainable transition. No sector of activity is immune to these changes, as the MICE industry demonstrates.
A recent panel concluded that there was “still a compelling need for in-person meetings but post-pandemic business travel must be ‘business-critical’ to justify…