Photo: Courtesy of the interviewee.

In an exclusive interview with TTC, Rafa Hernández, Chairman World Meetings Forum, presented the paths that will mark the new scenario for congresses, conventions, exhibitions, corporate events and incentive programs.

– The tourism industry is immersed in its recovery. What role does the MICE segment play in this endeavor?

The MICE industry is the one that generates the greatest economic impact within tourism and, therefore, destinations are working hard to allow capacities to continue growing, events to be held, and, with this, recover jobs. Currently we see that this reactivation goes from the local to the regional, and finally at the international level it will arrive with long-range travel.

– The context generated by COVID-19 brought several changes in the events industry. What have been the experiences?

The biosafety protocols will be maintained and we will walk a path in which, little by little, events will return to their daily levels. What is a fact is that the return will be much more marked in terms of experiences: after we were away from in-person meetings, what is sought now is to live and connect more, to fully feel the magic of destinations.

Photo: Courtesy of Rafa Hernández.

– How much can the realization of an event contribute to the promotion of a destination?

A great deal, thanks to social networks, to all the digital marketing generated today, the arrival of attendees to a destination as part of an event has an important promotional multiplier effect, since each one will upload photos, share their experiences and will promote among their acquaintances the benefits of a destination, such as culture, culinary richness, history and infrastructure. This is why it is essential that the value chain is well aligned to guarantee the best experiences.

– Sustainability is a key factor for the recovery of the tourism industry. How to contribute to that goal?

The events industry has worked very hard on sustainability practices, from neutralizing the carbon footprint, reducing the emission of pollutants, recycling, food banks, and many others that help to have a more responsible sector.

In this time of pandemic, we had to return to the use of unfriendly plastics and materials to protect event attendees. However, despite these actions, the culture and philosophy of recycling, garbage separation and optimization of resources was maintained, which has prevented the impact from being greater.

The road to post-pandemic will definitely entail a reinforcement of sustainability practices that allow responsible, environmentally friendly and safe events for attendees.

Photo: Courtesy of the interviewee.

– We must talk about the World Meetings Forum, which every year brings together the best buyers and sellers in the events industry in the Americas and has stood out in the reactivation of the sector. What projects do you have for 2022?

In 2022 we are celebrating our first ten years, and with it come growth opportunities and supporting destinations that need to reactivate their attracting events. Our values: Culture – Connection – Closing – Purpose have allowed us to maintain the objective and we will continue to do so.

We will have meetings in cities in Mexico, Colombia, the Dominican Republic, Panama and Costa Rica.

The campaign of the year is “World Meetings Forum BELIEVE in Meetings” with the purpose of continuing to believe in the meetings industry, in humanity, technology, life, in business, in dreams….

This stage will be accompanied by the Wall “I Beleive in…” to collect the proposals of the participants in each event we have.

The events industry, whose main pillar is the vocation to serve, is in the process of re-inspiring us, from our organizations to partners, suppliers and end customers.

Photo: Courtesy of Rafa Hernández.