One of the sectors to see the most growth after the Covid lockdowns lifted has been the MICE sector; “Meetings, Incentives, Conventions, Exhibitions”. People came out of the height of the Covid pandemic wanting to meet in person and wanting to travel, the MICE sector is working to meet both of those needs.
But what makes for a great MICE offering? First, it doesn’t hurt to have a pleasant view.
“Picture a scientific congress in a glass-panelled venue like the Congresspark Igls, with attendees enjoying breathtaking views of the surrounding Alps and coffee breaks embedded in nature,” suggests Theresa Müssiggang, Head of Convention Bureau Tirol.
In those scenic surroundings, guests can also take advantage of supporting programs that include guided mountain yoga and cultural experiences such as a visit to an Alpine cheese dairy.
Secondly, in an age where people are more aware than ever of the environmental and social impact they have, you want to ensure that your incentives are having a positive effect on the world. Müssiggang has you covered on that front as well.
As she explains, “Groups can participate in sustainable activities like reforestation programs or constructing toboggans for local charities, blending team building with positive contributions to the environment and community.”
This day of activities ends with a networking dinner in a rustic alpine hut, featuring local specialties and live Tirolean music.
Finally, if your MICE options provide an opportunity to get out of the office, why not get out of the office? How about breakout sessions that take place in outdoor “classrooms” at 2,000 meters?
“Participants can discuss strategy surrounded by fresh alpine air and unparalleled views,” says Müssiggang. “This is followed by activities like e-biking, canyoning, or a relaxing spa evening to round out the experience.”
Clearing the Path
These experiences highlight how Tirol seamlessly integrates business and nature for unforgettable, transformative events, and the organisation that enables it is the Convention Bureau Tirol (CBT). Convention Bureau is a dedicated team within Tirol Werbung, the Tirolean Tourism Board. Tirol Werbung has been the voice of the Tirolean tourism sector since 1889.
“The sole focus of our team is the MICE sector, working to position Tirol as a leading destination for meetings, incentives, conferences, and events in the heart of the Alps,” says Müssiggang. “Our role can best be described as a snowplough: we clear the path for effective marketing and communication.”
On top of that, Convention Bureau Tirol fosters collaboration and networking between local partners and international stakeholders, identifying and acting on emerging trends in the MICE industry.
To accomplish this, Convention Bureau Tirol offers a range of free services to event organisers. These include personalised consultations to find the perfect quality-certified venues, tailored recommendations for sustainable supporting programs, and practical guidance on implementing Green Meetings.
“Our aim is to simplify the planning process and ensure every event in Tirol benefits from our deep local knowledge and expertise,” Müssiggang explains. “By connecting organisers with Tirol’s extensive resources and unique alpine character, we help create unforgettable events that inspire and resonate long after they’re over.”
Business at 2,000 Meters Above Sea Level
While Tirol Werbung as a whole, and Convention Bureau Tirol in particular, do their best to draw in potential MICE guests, the truth is that a lot of their work is being done by Tirol itself.
“Tirol is the most versatile MICE destination in the heart of the Alps, where stunning mountain landscapes meet innovation, short distances, and exceptional venues,” says Müssiggang. “Unlike other destinations, Tirol offers not just proximity to nature, but the opportunity to fully immerse in it. From glass-walled meeting rooms overlooking snowy peaks to breakout sessions at 2,000 meters above sea level, our venues redefine creativity and productivity.”
Those assets, combined with the expertise that Convention Bureau Tirol brings to the table, as well as the region’s warm hospitality and vibrant local industries, create a destination where every event becomes an unforgettable experience.
“Tirol has been a globally recognised tourist destination for over a century, with a brand identity strongly tied to sports & leisure,” Müssiggang shares with us.
But, while this reputation has obviously been a huge boon for the region, it also poses a challenge for the MICE industry. “Not only did we need to address the perception of Tirol as solely a fun winter destination, but we also had to adapt our internal infrastructure to support year-round offerings – not just in urban centres like Innsbruck but also in the side valleys, where many of our congress centres and other MICE-venues are located,” explains Müssiggang.
To do that, Convention Bureau Tirol has had to foster flexibility and encourage MICE-ready services outside the traditional peak seasons. It has driven a shift towards a more balanced tourism approach, with venues and service providers embracing the potential of hosting events in all seasons.
As Müssiggang says, “This evolution supports a more diversified and sustainable tourism landscape, offering MICE planners greater opportunities for unique, nature-integrated experiences across Tirol, regardless of the time of year.”
The Silicon Valley of the Alps
Already Tirol is gaining a growing reputation as more than a tourist destination, with its incredible ecosystem of innovative businesses and world-class scientific institutions. This has earned it the nickname the “Silicon Valley of the Alps” with bordering regions in northern Italy and parts of Switzerland. This nickname reflects Tirol’s groundbreaking developments in sectors such as life sciences, green technology, and advanced manufacturing.
“Leading companies like MED-EL, a global pioneer in hearing implants, and Swarovski, renowned for precision optics and crystals, are just the tip of the iceberg,” Müssiggang says proudly. “Sandoz, a global leader in generic pharmaceuticals and biosimilars, also has a significant presence in Tirol, further reinforcing the region’s reputation for excellence in life sciences.”
As well as the established names, Müssiggang is equally excited about the next generation of business leaders that will emerge here.
“Startups and family-owned businesses across Tirol are driving innovation with a focus on sustainability and cutting-edge services, ensuring the region remains at the forefront of technological and industrial advancements,” says Müssiggang. “This dynamic ecosystem makes Tirol not only an inspiring MICE destination but also a strategic choice for events centred around innovation and collaboration.”
Collaboration is a watchword for Convention Bureau Tirol. Its strong synergy with the Chamber of Commerce and industry leaders is helping to create opportunities for the future of the MICE sector in the region.
Convention Bureau Tirol has also collaborated with institutions like the Medical University of Innsbruck, known for its pioneering research in oncology and regenerative medicine, as well as initiatives from the “Standortagentur Tirol” (Tirol Business Location Agency) which offers immense potential for integrating science and business into MICE events.
“These partnerships can transform congresses and conferences into platforms for knowledge exchange and innovation,” says Müssiggang.
With year-round accessibility and the integration of Tirol’s natural alpine environment into event experiences, the region is set to become a global hub for events that blend innovation, networking, and inspiration.
As Müssiggang points out, “This approach not only reinforces Tirol’s position as a leader in the MICE sector but also elevates the value and impact of events held here.”
