GAIN and M&I unite to launch Tech Pavilion at M&I Fest Global in Marrakech

# tags: MICE , Morocco , Exhibitions , Technology

The MICE industry is set to witness a transformative leap forward as Growth Advisors International Network (GAIN) and M&I partner to bring technology and innovation to the forefront.

This dynamic collaboration will debut at M&I Fest Global, scheduled to take place in Marrakech from 16 – 20 March 2025, with the unveiling of the Annual MICE Tech and Innovation Primer and the launch of the M&I & GAIN Innovation and Tech Pavilion.

Pioneering Technology in the MICE Industry

The Tech Pavilion will serve as a ‘Hub’ for cutting-edge advancements in Artificial Intelligence (AI), Virtual Reality (VR), and Augmented Reality (AR). Designed as both an educational and networking space, it will showcase the latest tech solutions, offering an unparalleled opportunity for MICE (Meetings, Incentives, Conferences, and Exhibitions) professionals to engage with innovative technologies and their providers.

This initiative aims to address a critical gap in the sector, where 67% of providers report uncertainty about integrating emerging technologies into their operations. With AI-driven personalisation and immersive virtual experiences redefining how events are planned and executed, the need for practical guidance has never been greater.

The launch of the Annual MICE Tech and Innovation Primer is set to meet this demand, becoming the industry’s go-to resource for actionable insights into technology trends. From hotels and event planners to Destination Management Companies (DMCs) and Convention and Visitors Bureaus (CVBs), the Primer will equip stakeholders with tools and knowledge to maintain a competitive edge in the evolving marketplace.

Industry Leaders Speak Out

Michael Cohen, Managing Partner of GAIN, sees the initiative as a turning point for the sector: “This partnership with M&I represents a transformative moment for the MICE sector. By creating the Annual MICE Tech and Innovation Primer in collaboration with our global strategic partner, M&I, we aim to bridge the gap between cutting-edge technology and its practical application for industry stakeholders. Our goal is to empower MICE professionals with the knowledge and tools they need to thrive in a technology-driven world.”

Richard Barnes, CEO of Worldwide Events (M&I’s parent company), echoed these sentiments: “Innovation is at the heart of M&I. By collaborating with GAIN, we’re elevating our commitment to helping the MICE community adapt and grow. The Annual MICE Tech and Innovation Primer will be an invaluable resource, and the Innovation and Tech Pavilion at M&I Fest will bring these innovations to life in an engaging and impactful way.”

Building on the Success of M&I Fest Global 2024

The announcement follows the resounding success of M&I Fest Global 2024, which brought over 500 industry leaders together in four days of networking, knowledge-sharing, and innovation. With an impressive 7,500 meetings and 55,000 connections facilitated, the event earned glowing feedback from attendees, with buyers rating it 99/100 and suppliers securing between 7 and 10 RFPS each.

As technology reshapes the MICE landscape, GAIN and M&I are committed to helping the sector navigate the future and addressing an industry imperative. The Primer and Tech Pavilion will address the growing demand for structured guidance on adopting technologies like AI, AR, and VR, helping businesses stay relevant in a fast-paced, technology-driven environment.

Looking Ahead

This collaboration between GAIN and M&I is just the beginning of their shared vision for the MICE industry. Both organisations remain dedicated to fostering continuous learning, collaboration, and innovation, ensuring that industry professionals remain future-ready.

With M&I Fest Global and the Annual MICE Tech and Innovation Primer, GAIN and M&I are not just bridging gaps — they are building the future of the MICE industry.