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Experts from the Aeroclub Tour MICE agency conducted a study of the demand for business events among representatives of Russian and foreign businesses operating in Russia, and found out how it changed in the first half of 2021, what trends remained relevant in the market, and where MICE activities often take place.
Experts noted that the demand for business events in the first half of 2021 began to recover and reached 75% of the indicators of the "pre-COVID" 2019. Thus, in the second quarter, demand amounted to 87% of the scope of 2019, and by June it had recovered by 99%.
The number of events increased by 20% compared to 2019, but the average budget for MICE activities fell due to a decrease in the number of participants. Thus, relative to 2019, the number of large events, such as loop meetings, with participants from 500 to 1,500 people, decreased by a third. The decline in the number of events with the number of participants from 50 to 100 people was 20%. And the number of small events, such as round tables with less than 50 participants, decreased by 17% from the “pre-COVID” indicators.
By June, the number of online and hybrid events combining online and offline formats was less than 5%. However, the demand for this format has remained, and in the light of new restrictions, its demand in the near future will grow until a safe level of herd immunity is achieved.
“The long lull in the market of business events gave way to rapid growth, and despite the fact that 2019 was extremely successful, the scope of June 2021 reached the “pre-COVID” indicators by 99%, — said Andrey Zinkovetskiy, General Director of the Aeroclub Tour MICE agency ... — Fears of a “third wave” did not lead to mass cancellations of events, since the business is conducting mass vaccinations, planning to have time to vaccinate all employees before the date of their MICE activities. Therefore, we expect the business events market to remain vibrant for the rest of the year.”
Experts noted that less than 5% of events are held abroad, which indicates that business representatives are switching to Russian locations due to restrictions on foreign business trips. Moscow, St. Petersburg, Sochi, Kazan, Novosibirsk are among the most popular cities in Russia for organizing business events. In general, the Russian infrastructure, with the exception of some regions, meets the expectations of business representatives; new hotels are being built. Thus, after the "pandemic" 2020, hotels have become much more flexible and meet advances when organizing MICE activities.
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Head of Digital, editor-in-chief of the RMAA Agency Blog