COVID-19 AND MICE EVENTS: UNPACKING THE FACTORS MEDIATING THE RETURN OF IN-PERSON EVENTS IN SOUTH AFRICA

Abstract

The shift to virtual events by the MICE sector was one of the first strategies adopted by the sector in response to the restrictions imposed because of the COVID-19 pandemic. This study examines the factors mediating the return of in-person MICE events in South Africa. Utilising a qualitative research design, interviews with MICE event planners, professional associations, and governing authorities reveal that live events are perceived to have greater potential to attain local economic development benefits and MICE event legacies. Additionally, the limitations of virtual events had a subsequent effect on networking, direct selling, and other main motives for attending MICE events. The return of in-person events began with stimulating the local market and exploring more hybrid events. Overall, the study presents the resilience of in-person MICE events, examining the various steps taken to ensure its return post-COVID-19.