Collaborative actions of MICE stakeholders toward sector recovery and resilience

This article examines the collaborative actions taken by key stakeholders in the meetings, incentive travel, conference/convention, and exhibition (MICE) sector of South Africa in enabling sector recovery and building resilience. In-depth interviews held with 19 MICE event stakeholders representing event planners, suppliers, leading industry associations, and governing authorities, show the key collaborative actions taken by MICE sector stakeholders, including establishing the South African Events Council, increased information sharing, capacity support, and recovery partnerships in the sector. The study illustrates that while the MICE sector forms a small segment of the tourism industry of South Africa and was the most regulated, the survival, adaptability, and recovery of many members in the sector were recognised as depending on the collaborations entered into therein. Understanding such collaborations in the MICE sector allows for a deeper understanding of the resilience-building process of the sector toward its sustainability.