Conference & Incentive Management (CIM)

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How important is the MICE industry at ITB Berlin? MICE has always been an important part of ITB Berlin, as has business travel. The VDVO [a German association of decision-makers in the meeting and event industry], our official MICE partner, will have a big presence at ITB Berlin 2023 at Stand 112 in Hall 3.1. How many exhibitors will be represented there? The VDVO will have many co-exhibitors at this year’s ITB Berlin.

CIM: Mr. Müller, everyone is currently talking about the metaverse. Do hotels really need to get on board there now? Florian Müller: First of all, it's important to know that Web 3.0 is more than just the metaverse. Web 3.0 is the iceberg, and the metaverse is only the tip that is currently peeking out. Whether and how all this will catch on is still difficult to tell, in my opinion. So a “wait and see” approach with open ears and eyes? A “proactive wait and see” would be the better term.

CIM: Prof. Dr. Zanger, the event and trade fair industry offers great prospects for people, doesn’t it? Prof. Dr. Cornelia Zanger: Yes, absolutely. The event industry is relaunching now, and according to the latest R.I.F.E.L. study, 75 percent of companies have an acute need for labour. There are more than 20 vacancies for analogue and digital project managers and staff, as well as vacancies for those who work on the technical side.

A virtual foray. The creative agency Schachzug, a company based in Erlangen, Bavaria, has created a digital world of experience for its long-standing client Fujitsu. The Fujitsu CX Lab serves as a virtual meeting place for customers and partners of the Japanese technology group that enables them to take their first steps towards digital transformation.

CIM: Best of Events (BOE) has had a complete makeover. What can visitors expect from 19 to 20 January 2022 at Messe Dortmund? Sabine Loos: Above all, visitors to BOE 2022 can finally look forward to going to a live trade fair again – with exhibitors, a programme of events, real-life experiences and face-to-face conversations. For most of them, that will be enough of a highlight after we’ve all had to wait so patiently to finally get together at Messe Dortmund again.

A wonderful time. Don’t worry, this is not a farewell. We can leave our tissues in our pockets. I’ve had the privilege of writing this column since 2019. At times it’s been humorous, and at times angry, polemical or emotional. Well, it was pretty much always emotional – somehow I can’t help that! If I’ve stepped on anyone’s toes a little, please forgive me. I do try not to vex or hurt anyone too much. It’s been a real pleasure. I found the things I wanted to write about, or they found me.

Late-summer brooding. After 18 months of being closed, clubs and discotheques in Berlin are now open again to the vaccinated and those who have recovered from Covid – without a mask, without social distancing, almost like it used to be. That’s great, of course, because the city has a party and club culture like no other in Germany – and also because the risk of being infected with or suffering seriously from Covid is much lower for those people and therefore pretty manageable.

Virtual meetings. The Heidelberg-based digital agency imc marketing & consult laid on a special kind of event experience at Business Messe Mannheim in July. The event took place on the online meeting platform gather.town, which enables participants to attend as an avatar and meet others in small meetings or large conferences. The agency uses the platform to create customised virtual rooms for online events and incorporates the customer’s corporate design on request.

CIM: What are the most important innovations for you, as an expert in live communication, at the first IAA Mobility? Astrid Schormann: Having evolved from a pure motor show into a wide-ranging mobility platform with different stages and lounges, the focus is finally on face-to-face encounters, actively experiencing brands and networking.