Business Events Canada – Covid-19 MICE Market Landscape
Key Objectives
Understand the rapidly changing Covid-19 MICE landscape, maintain meaningful engagement with industry stakeholders during lockdowns, and develop a strategic recovery framework for Business Events Canada.
Core Activities & Strategy
Axis organised and facilitated a series of industry focus groups, uniting leading figures from the corporate, incentive, association, and PCO sectors. These sessions delved into shifting market conditions, evolving client sentiment, future planning needs, mounting budget pressures, and the support necessary for the resurgence of international business events.
By engaging thoughtfully and unobtrusively, Axis gathered vital industry intelligence and encouraged open discussion on trust, flexibility, recovery timelines, and the future of in-person events. The focus groups were also extended to a broader range of Canadian industry stakeholders, fostering collaboration and the sharing of insights.
Results
The insights gained from the focus groups shaped a three-phase “Respond, Recover, Thrive” strategy for Business Events Canada. This initiative bolstered industry relationships, reinforced Canada’s reputation as a supportive and trusted partner, and identified the key priorities guiding the future of the MICE sector: flexibility, trust, and long-term collaboration.
