“The MICE industry is close to a 1.5$ trillion industry with over 1.1 billion people attending events in any shape, format and size per year. At the same time the MICE industry is the least digitalized and data industry in the world, providing the same experience to its visitors for over 100 years, disregarding the fact that people are more digital native these days and that the technology has truly evolved. The pandemic gave us a great opportunity to change the way attendees experience events. It is time to move from transient event experiences and provide more long-lasting and meaningful moments to our visitors.”