Planners are moving away from over-packed agendas in favour of Slow MICE solutions
Dubai World Trade Centre has also implemented a range of environmental initiatives. The venue operates a 3.5MW rooftop solar installation and holds Green Globe certification, reflecting its commitment to sustainable event operations. Elsewhere in the region, venues such as the Qatar National Convention Centre (QNCC) have integrated 3,500 square metres of solar panels, supplying approximately 12.5% of the facility’s energy needs, while the Doha Exhibition and Convention Centre (DECC) holds LEED Gold certification.These developments demonstrate how sustainability is becoming embedded in the physical infrastructure of the events industry. Looking ahead to 2040, expectations are likely to move beyond carbon neutrality toward regenerative models in which business events actively contribute to environmental restoration, local economic development and community engagement. 2026 MICE TRENDS AT A GLANCE ‘Slow MICE’ and wellness integration: Planners are moving away from over-packed agendas in favour of ‘slow MICE’ which emphasises quality, mental health, and nature- based restoration. Digital-detox retreats are rising in popularity attendees seek cognitive space away from digital saturation. Operational AI & hyper-personalisation: AI has shifted from experimentation to expectation. In 2026, AI is used for practical outcomes: smart matchmaking, automated operational tasks, and segments of one, where data-driven insights create unique itineraries for every attendee within a large event. Sustainability as a baseline: Carbon reporting and fixed carbon budgets per delegate are becoming standard. Sustainable
PREPARING FOR THE NEXT EVENTS ERA For organisers, venues and destinations, preparing for the next phase of industry growth requires strategic action. Destinations must invest in infrastructure capable of hosting large-scale international events while aligning event strategies with long-term economic development goals. Venues will need to adopt energy optimisation systems, flexible design and digital infrastructure capable of supporting hybrid and immersive experiences. Event organisers will increasingly rely on data analytics and AI-powered engagement platforms to demonstrate measurable outcomes and long- term value. Corporate buyers are also placing greater emphasis on transparency, sustainability and inclusive event design. Those able to adapt early will be best positioned to capture both financial and reputational advantage in the next phase of industry growth. practices are no longer optional tick boxes but core drivers in venue and supplier selection. The rise of second cities: To counter rising costs and over-tourism in Tier-1 hubs, planners are moving toward secondary destinations that offer modern infrastructure and authentic culture at better value. Examples include Baku, Samarkand and Astana in the ‘Stans’, Vietnam and Manila in Asia, and Oulu, Finland, Ljubljana, Slovenia, and Manchester, UK, in Europe. Shift in ROI measurement: Success is increasingly measured by ROE (Return on Engagement) and behavioural change rather than just attendance. Finance leaders now demand to know ‘what changed’ because people were in the room.
Above: ATM 2025, DWTC: the UAE’s MICE market is forecast to be worth $9.26 billion by 2030
Below: Technology and engagement go hand in hand at modern business events
ATM YEARBOOK 2026 | 107
Made with FlippingBook Digital Proposal Creator