The College Hotel in Amsterdam provided a stunning backdrop for an evening dedicated to the evolution
of the MICE industry. Hosted by the German Convention Bureau (GCB), the “GMNE Netherlands 2026” event brought together key European partners and industry professionals to discuss a pressing challenge: how to navigate a
shrinking workforce through technology.
The evening commenced with a Cava reception, where the atmosphere was one of focused
optimism. While the setting was historic, the conversation was firmly rooted in the future.
The central pillar of the event was a compelling presentation on the impact of demographic
change—a reality currently reshaping the business events landscape. With a notable
shortage of skilled labor, the GCB presented findings from their latest “Future Meeting
Space” research, highlighting AI and automation not just as trends, but as essential tools to
fill the burgeoning gap.
“The role of the event manager is not becoming obsolete; it is evolving. While
automation can handle logistical complexities, human skills like strategic
creativity and emotional intelligence are becoming more valuable than ever.”
The presentation delineated which skills are set to expand—such as AI literacy and cross-
functional management—and which traditional administrative tasks may soon be handled entirely by automated systems. For those looking to dive deeper into the data, the GCB has made the full study available for public download, offering a roadmap for organizations to adapt their job profiles for the coming decade.
Following the academic insights, the mood shifted toward friendly competition with a high-
energy Kahoot quiz testing partner knowledge. The leaderboard saw some familiar faces from the German MICE scene taking the top spots:
1st Place: Koelncongress
2nd Place: Estrel Berlin
3rd Place: Stuttgart Convention Bureau
The evening transitioned into a productive networking session accompanied by a walking
dinner, allowing attendees to discuss the implications of AI integration in a more informal
setting. The event concluded on a high note with a Tombola, featuring prizes provided by
the attending partners, ensuring that many guests left with more than just new insights.
As the business events industry continues to grapple with workforce shortages, events like
these serve as a vital bridge between theoretical research and practical application, proving
that while the “who” of the industry might be changing,
