GAIN & M&I Join Forces to Launch Tech Pavilion at M&I Fest Global, Marrakech

Growth Advisors International Network (GAIN) and M&I are proud to expand their partnership, transforming the technology and innovation landscape in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. This collaboration will debut at M&I Fest Global, held in Marrakech from March 16–20, 2025, with the launch of the Annual MICE Tech and Innovation Primer—a comprehensive guide to keep MICE suppliers and buyers ahead of the curve in technological advancements.

At M&I Fest Global, the M&I & GAIN Innovation and Tech Pavilion will highlight cutting-edge Event Tech, VR/AR and AI technologies, providing an educational space and a platform for technology vendors to showcase their services. This hub aims to foster learning and innovation while connecting industry professionals with leading tech solutions in the MICE sector.

The event in Marrakech will also act as a springboard for the Annual MICE Tech and Innovation Primer, set to become the MICE industry’s definitive resource, equipping hotels, corporate meeting and event planners, Destination Management Companies (DMCs), and Convention and Visitors Bureaus (CVBs), with actionable insights into the latest technology trends and the vendors delivering the innovation. This initiative ensures industry professionals can integrate new technologies seamlessly into their operations and maintain a competitive edge in an evolving marketplace.

Leaders Driving Industry Transformation

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.  Michael Cohen, Managing Partner of GAIN

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. Fest is the perfect platform for launching this initiative, as it’s designed to disrupt and improve the MICE industry with innovation at its core.Richard Barnes, CEO of Worldwide Events (parent company of M&I)

Looking back at M&I Fest Global 2024

One of M&I’s largest events to date, M&I Fest Global 2024 saw over 500 industry leaders come together for more than 7,500 meetings and 55,000 connections in just four days. The event successfully combined the personalized experience of M&I’s smaller forums with the extensive networking opportunities of an exhibition, creating a dynamic platform for MICE industry leaders. With buyers rating the event 99/100, and suppliers receiving between 7 to 10 RFPS each, M&I Fest Global 2024 was a resounding success.

Bridging a Critical Industry Gap

This Primer is fulfilling a vital gap in the MICE industry. In an increasingly technology-driven market, 67% of MICE providers report feeling uncertain about how to apply emerging technologies like AI, AR, and VR to their operations and services. With innovations such as AI-powered personalization and immersive virtual experiences poised to redefine the industry, there is a growing urgency for clear, practical guidance. The Annual MICE Tech and Innovation Primer directly addresses this need, offering a structured roadmap to demystify new technologies and their applications, ensuring businesses stay relevant and future-ready.

This initiative builds on the success of Growth Advisors International Network – GAIN’s delivering keynote speakers and masterclass thought leadership at multiple M&I events, focusing on growth, innovation, and emerging trends within the MICE industry. The combined expertise of GAIN’s seasoned advisors and M&I’s innovative event platforms promises to offer buyers and suppliers valuable opportunities to explore, adopt, and stay informed about emerging technologies.

A Vision for the Future

The Annual MICE Tech and Innovation Primer and the M&I & GAIN Innovation and Tech Pavilion are just the beginning. Both organizations are committed to fostering continuous learning, collaboration, and progress, ensuring the MICE industry is future-ready.

About M&I

For over 20 years, M&I has been at the forefront of innovation in the MICE industry, offering global networking events designed to connect professionals and foster meaningful relationships. With a diverse portfolio of flagship forums and bespoke events, M&I continues to lead the way in shaping the future of the industry. To learn more, visit www.mi-forums.com.

About Growth Advisors International Network (GAIN)

Growth Advisors International Network (GAIN) is a global collective of seasoned C-level and senior executive leadership specializing in the travel, hospitality, and MICE technology sectors. GAIN offers fractional senior executive and C-suite leadership, and a range of managed advisory services, including technology and product development reviews, commercial strategy, brand positioning, and go-to-market advisory. GAIN operates across five continents, providing global coverage and expertise to drive growth and industry impact. For more information, visit gainadvisors.com or follow our LinkedIn page https://www.linkedin.com/company/gain-advisors

Michael Cohen
Managing Partner | Growth Advisors International Network - GAIN
GAIN - Growth Advisors International Network