Exhibition industry facing ‘digital challenge’

The GCC meetings, incentives, conferences, and exhibitions (MICE) industry might be showing a sustained growth over the years, but the challenges facing the industry is also constantly on the rise, says a senior industry official.

Saif Mohammed Al-Midfa, director-general of Expo Center Sharjah, was speaking ahead of the UFI Open Seminar in the Middle East, where he will be a panelist on an international discussion on changes in client expectations.

“While the MICE industry is growing by leaps and bounds in the region and the support for face-to-face marketing remains strong, our clients’ expectations are changing,” Al-Midfa was quoted as saying in a statement received here.

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