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June 7, 2016
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How JMIC’s Case Study Project Aims to Boost MICE Sector Appeal




The Joint Meetings Industry Council (JMIC) is calling for submissions for its “Value of Meetings Case Study Project,” which aims to demonstrate the broader impacts of the MICE sector beyond tourism, incorporating the economic, business, professional, academic and community benefits successful events create. The project was first announced at ibtm World.  

The JMIC, an umbrella organization of international meetings industry associations worldwide, is collecting case study submissions at www.themeetingsindustry.org/case-study-program. Once gathered the data will offer a global perspective on the broader value of the MICE industry. 

JMIC - The Value of Meetings Case Study Project from Fred Productions Ltd. on Vimeo.

Business and professional events are vital tools for economic diversification and transition to a knowledge and creative society

At IMEX in Frankfurt, James Latham spoke with new JMIC President Joachim König about the project. “We think there is a lot of information [around]”, he said. “Collecting this and bringing it together will be a first possibility of getting qualified information material to all our members, to all our industry partners. Doing this in [the] future will bring us to another level of quality in talking about the benefits our industry brings to the overall economic [and social] situation in the countries and the communities [we serve]. Bringing up new studies will also give us the chance to find a way to collect new material and to find a way to combine it with the current material and make out of it a completely new quality of information.”

In a video report - including contributions from the University of Technology, Sydney (where the academic framework for the case studies is to be designed), the University of Melbourne, the Peter Doherty Institute, and industry leaders - Latham captures a call for case studies as the organisation embarks on its two year campaign. A new campaign platform, to illustrate the beyond tourism legacies of business events and their contribution to the development of a sustainable creative and knowledge based society, will be developed in line with local development framework and inter-governmental organisational goals, such as those of the United Nations (UN).

Industry associations and business event owners can learn more about the project, and apply to submit a case study, at www.themeetingsindustry.org/case-study-program. Case studies will cover all genres of business events from medical congresses, to trade fairs and exhibitions, to corporate meetings and incentive travel programs. They will also deliver national, international, and cross-sector perspectives.

Click below to see Latham's interview from ibtm World with Rod Cameron, executive director of JMIC, announcing the initiative.

ROD CAMERON from International Meetings Review on Vimeo.

Coming up: Cameron reveals a new platform and distribution initiative to support the "Value of Meetings Case Study Project."


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About the Author: James Latham

James Latham


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