Two questions for the SUMMIT Mice Expert Panel

When in doubt, ask the people who know. As part of our new magazine SUMMIT we have asked a handful of MICE-experts to join our panel for a better understanding of our beloved field of work.  So in alphabettical order we proudly introduce our SUMMIT Expert Panel: Marije Breuker, Rob van Helvoort, Nathalie Jacobs, Evelien Schepers and Annemieke Stuurman, experienced MICE professionals who share their answers to questions from the Tijn Kramer.

This edition’s two questions:

1. What makes a good MICE fam trip?
2. Do you see far-away destinations (outside Europe) gaining importance as attractive incentive destinations?

 The answers, in random order.

Evelien Schepers, Head of International Events at Event Masters: ‘The right match between the client’s goals and the program’

1. The program should deliver a short yet impactful stay that highlights the most relevant aspects of the destination. From my perspective — since our business is 80% incentives and 20% international meetings — my priority during a fam trip is the experience itself: what makes the destination unique, and what does it truly have to offer? Accessibility and the standard of hospitality are also decisive factors. For me, the ideal fam trip is short, intense, and rich in inspirational moments. It should showcase elements that feel fresh and surprising — experiences we have not yet encountered — leaving participants inspired and eager to return with their own groups.
2. —–
3. It’s all about finding the right match between the client’s goals and the program. Start by asking what key outcomes the incentive should deliver. Time away from work, family, and friends carries weight, so the journey must be meaningful and impactful. In today’s post-Covid era, the focus has shifted: it’s less about the destination and more about the experience.

Nathalie Jacobs, Managing Partner FAME Travel: ‘We still see strong demand for long-haul destinations’

1. For us, a MICE fam trip is truly successful when it offers a well-balanced showcase of services — ranging from hotels and restaurants to venues and activities. Too often, the focus lies almost exclusively on site inspections of hotels and venues. It is also important for us to have a clear overview of the program in advance. Ideally, the program includes one or two weekend days, ensuring minimal time is lost at the office. The composition of the group, however, is something we value highly. We notice more fam trips where traditional travel agents are also invited, which often shifts the focus towards different types of hotels, venues, and activities. We prefer that these target audiences are not mixed. On the other hand, a diverse mix of MICE agents from different countries is very valuable — it allows for fresh perspectives without directly sparring with local competitors.
2. —–
3. At FAME, we still see strong demand for long-haul destinations across Asia, Africa, and Latin America. Over the past few years this segment has grown slightly, but it now seems to have levelled off again. Destinations that are technically “long-haul” but located just outside Europe, however, are gaining momentum. Think of Morocco, Senegal, or Egypt. These destinations bring an exotic flair to any incentive while often being more budget-friendly than many intercontinental trips.

Marije Breuker, CEO Motivation Travel: ‘What is not needed: overloaded programs or generic presentations.’

1. A good MICE fam trip starts with identifying the profile and needs of the end clients. This allows the local agent to better align supply and demand. The ideal duration is 2 to 3 days (not necessarily over a weekend), with a good mix of content (e.g., peer-to-peer sessions with local partners) and experiences. Free time is important to experience the destination in one’s own way and to gain inspiration. A group size of no more than 10 people fosters interaction. What is not needed: overloaded programs or generic presentations. What is needed: authentic experiences, co-creation, personal connections, and meaningful added value.
2. —–
3. Long-haul destinations remain attractive as incentive destinations, but more selectively than before. Logistics, budget, available time, and program objectives are often decisive. There is a clear trend to stay closer to home, partly due to sustainability and workload, but long-haul trips are certainly not ruled out — provided they offer unique experiences and impact. The destination is therefore not necessarily the starting point, but follows from the broader consideration of objectives and feasibility.

 Annemieke Stuurman, Director GI Travel: ‘We also see that free time has become more important, and people cherish this’

1. A good MICE fam trip is short, powerful, and offers an efficient introduction to a destination. Ideally, it lasts two to three days, preferably two days/one night midweek, or, if longer, Thursday to Saturday. The program should balance inspiring venues, authentic experiences, and free time so that participants can truly experience what their clients will later encounter. Group size should be limited to 10–15 people to encourage personal interaction and networking. No overload of visits, but instead focus on unique highlights and “especially for you” moments.
2. —–
3. Most of our MICE trips and events currently take place within Europe, with only a very small percentage outside Europe. When long-haul travel does occur, it is usually linked to a business purpose, such as attending a trade fair or corporate meeting. The program is then enriched with special activities and unique lunch or dinner locations. Due to current geopolitical unrest, clients are more inclined to stay closer to home. We also see that free time has become more important, and people cherish this. Clients inviting their staff or partners increasingly take this into account.

Rob van Helvoort, Owner Travel Legends: ‘Keep the group small’

1. In my view, a good MICE fam trip should not be too long — about three days — and not in May, April, or September. We still receive many invitations during these periods, which are of course the busiest operational months. In terms of content, I think it’s important to focus on experiences rather than visiting twelve conference rooms in five different hotels. By focusing on unique experiences, you can surprise and persuade clients. Keep the group small, and I would definitely include at least half a day of free time.
2. —–
3. Absolutely, Oman is on the rise thanks to the new direct connection — we’re seeing a lot of interest here! Japan (due to the Expo) is popular this year as well. Extra fun, since these trips are often longer than the standard three to four days typical for European incentives. Many combine their visit to the World Expo with a longer stay in the country, often including Tokyo, for example. We also see a lot of interest in Marrakech combined with the Agafay desert.