ES. Could you share your journey within the MICE industry and what initially drew you to this field? Additionally, what do you believe are the key benefits that the MICE industry provides?
Alexander Alles. Throughout my career, I have had the privilege of organising business events and conferences, which has been both the most rewarding and fun aspect of my professional journey. These events have always brought together experts from various fields, collaborating to address current challenges and provide solutions to pressing issues. What I cherish most about the business events industry is the lasting impact and legacy these events leave on local economies and societies. It’s incredibly fulfilling to see how these gatherings not only drive innovation but also contribute to broader positive change.
“Connecting Ideas, Shaping Futures: Transforming Events into Lasting Impact.”
ES. What have been some of the most significant milestones in your career, and how have they shaped your perspective on the MICE industry?
Alexander Alles. I feel that everything I’ve done professionally has been a preparation for my current role as the Executive Director of JMIC. Each position I’ve held has been deeply rewarding, and I’ve loved every role along the way. When I reflect on my career, one of the milestones I cherish most is the opportunity to grow the largest B2B gathering for the German economy and their business activities in Asia – the renowned New Year’s Reception Asia-Pacific. This event attracted over 1,000 CEOs and policymakers with a focus on Asia, and being part of something that influential was incredibly meaningful.
Another significant highlight was co-organising a B2B matchmaking session between EU SMEs and Chinese SMEs, an event attended by both the Chinese Prime Minister and the President of the European Commission. These experiences reinforced my belief that without such events, conducting business and fostering economic development would be incredibly difficult, if not impossible. These milestones have not only shaped my career but also solidified my passion for the business events industry and its critical role in global economic growth.
ES. How do you see the MICE landscape evolving in the next few years, particularly in response to the pandemic’s long-term impacts?
Alexander Alles. I believe that technology will continue to shape the future of business events, driving innovation with AI-powered tools and advanced data analytics to enhance attendee engagement. Health and safety protocols will also remain a priority, as attendees expect ongoing attention to well-being.
Sustainability will also play a more prominent role in shaping the future of business events. The pandemic has heightened awareness of environmental impacts, and there is a growing demand for events that prioritise eco-friendly practices. The entire value chain of our industry, including venues, organisers, service providers and destinations will need to focus more on reducing carbon footprints, managing waste, and embed sustainability in their core of operations. Ultimately, business events will pay more attention how they deliver lasting impact and legacies. These events play a crucial role in facilitating economic growth, driving innovation, and leaving a lasting positive effect on local economies and societies, reinforcing the industry’s significance in our rapidly changing world. It would be one of the major tasks to measure these impactful activities showcase to the wider public how business events benefit societies.
ES. Sustainability has become a critical focus for many industries. How is the MICE sector addressing sustainability, and what initiatives is JMIC promoting in this area?
Alexander Alles. Sustainability has indeed become a critical focus across industries, and the business events sector is no exception. One of the key ways the industry is addressing sustainability is through the Net Zero Carbon Events initiative (NZCE), which JMIC is proud to host. This initiative, supported by the UN Framework Convention on Climate Change (UNFCCC), is the largest climate action movement within our industry.
The NZCE has brought together over 700 stakeholders from 61 countries, creating a global platform for event professionals to unite on the topic of environmental sustainability. Under this umbrella, the goal is to develop solutions, share best practices, and create the tools necessary to achieve net-zero emissions across the business events landscape. This collective effort not only highlights the industry’s commitment to reducing its environmental impact but also provides a framework for others to follow in addressing the climate crisis.
ES. As the representative body for the global business events industry, what are JMIC’s key objectives, and how do they address current challenges in the MICE landscape?
Alexander Alles. As the representative body for the global business events industry, JMIC has several key objectives aimed at addressing current challenges and shaping the future of the sector. While sustainability, as we discussed earlier, is a major focus – highlighted by our work with the Net Zero Carbon Events initiative – we are also deeply committed to advocacy on behalf of the business events industry worldwide.
One of our proudest achievements in this regard is the JMIC Global Manifesto, which serves as a cornerstone of our advocacy efforts. The Manifesto outlines the economic and social contributions of the business events sector, helping policymakers, governments, and the broader public understand the critical role events play in driving growth, innovation, and positive societal change. By advocating on a global scale, JMIC aims to ensure that the value and impact of business events are fully recognised and supported. In addition to advocacy, JMIC presents “The Iceberg,” which is a remarkable collection of stories from around the world showcasing the far-reaching impact and legacies of business events. This initiative serves as a treasure trove of case studies, demonstrating how our sector influences everything from economic development to healthcare advancements and societal well-being. The Iceberg illustrates the
transformative power of business events and reinforces the importance of our industry in solving global challenges.
ES. Are there specific regions or markets that you believe hold significant potential for growth in the MICE sector? What factors contribute to this potential?
Alexander Alles. As a truly global organisation, JMIC regards all parts of the world as important and valuable for the growth of the business events sector. Every region has its unique potential, driven by different factors such as economic development, infrastructure advancements, and local industry strengths. Rather than focusing on specific regions, we believe that all markets hold significant opportunities for growth. Factors contributing to this potential include the continued expansion of digital connectivity, which enables more diverse and inclusive participation in events, as well as the growing focus on sustainability, which is reshaping how events are planned and delivered. Regions investing in infrastructure, such as transportation and state-of-the-art venues, also create new opportunities for attracting international business events. Additionally, as emerging economies continue to grow, they become increasingly attractive destinations for conferences, exhibitions, and meetings, further fueling the sector’s global expansion.
JMIC’s role is to support and advocate for the business events industry worldwide, ensuring that all regions, regardless of size or economic standing, have the tools and recognition they need to flourish within this global marketplace.
ES. What advice would you give to emerging professionals in the events industry who aspire to make an impact in the MICE sector?
Alexander Alles. My advice would be to focus on key areas such as building strong relationships and staying adaptable. This is a wonderful industry with a strong emphasis on diversity and inclusion and I would encourage many young professionals to give this industry a chance by discovering different areas of it.
ES. What is your vision for the future of the MICE industry, and how can JMIC play a pivotal role in realizing that vision?
Alexander Alles. My vision for the future of the business events industry is one where it plays a central role in fostering global collaboration, driving sustainable development, and leaving lasting positive impacts on economies and societies. We provide meeting and market places for every single business sectors there is and can surely serve as an example to others. This power should never be underestimated. As the industry continues to evolve, I see business events becoming more inclusive, sustainable, and technology-driven, with a strong focus on creating meaningful legacies that go far beyond the event itself. In this future, sustainability will be at the heart of event planning and execution. Business events will prioritise reducing carbon footprints, incorporating green practices, and aligning with global climate goals, all while continuing to foster connections and knowledge sharing.
JMIC is poised to play a pivotal role in realising this vision. Through initiatives like the Net Zero Carbon Events initiative, we are already driving the industry’s commitment to sustainability and climate action. JMIC’s advocacy efforts, such as the Global Manifesto, ensure that the value and contributions of the business events industry are recognised by policymakers and stakeholders worldwide, securing the support necessary for future growth and innovation. In addition, “The Iceberg” will continue to highlight the far-reaching impact and legacies of business events, showcasing how these gatherings are not just about economic gains, but also about creating solutions to global challenges and leaving a positive mark on communities.
Ultimately, I hope our industry will make a concerted effort to come together and collaborate on critical issues for the benefit of the entire value chain. I would love to see this spirit of collaboration grow, especially since it wasn’t too long ago, during the COVID pandemic, that we all realised the importance of ensuring the world understands the positive impact our work generates, from the local to the global level. This industry truly has a transformative power.
