Ms Suzanne Cassar Dimech, MICE Segment Head addressing the audience

MTA Seminar for local MICE trade

In recent weeks, the Malta Tourism Authority’s Meetings and Incentives (MICE) segment held a seminar for members of the local tourism trade in an effort to raise awareness about regulations for Pharmaceutical industry meetings.

The importance of these informative seminars is even more pronounced in the light of the current economic climate. Companies are postponing or possibly cancelling their conferences and incentive events, due to the international economic downturn. The destination's competitiveness - which remains a crucial factor - is very reliant on the local suppliers' knowledge of the markets they are dealing with.

During this seminar the Head of Research Division, Ms Tania Sultana announced that the year 2008 was a record one for the number of MICE delegates hosted in Malta, since there was a 14% increase over 2007, reaching the 70,000pax mark. However, the present international economic difficulties have affected this niche market and fewer groups are being confirmed till the end of the year. In these circumstances, marketing efforts should focus on reaching out to the Pharmaceutical Industry, since it a very stable and strong industry which has continued to organise its meetings and incentives, especially due to the ever changing nature of the industry.

Ms Tina Fegent, a British Marketing Consultant, went through a detailed presentation about the nature of the pharmaceutical industry, which, is one of constant research and innovation , which are the major driving forces behind the industry's need to meet, in order to keep abreast of new developments and discuss. The requirements of the pharmaceutical industry are stringent and require transparency in procurement and budget expenditure. Thus stakeholders involved in organising their events need to be fully aware of the context in which they are operating.

Ms Suzanne Cassar Dimech, MICE Segment Head, stated that, “The context is one placed within a strong ethical framework and which values educational events, therefore the MICE segment at the MTA organised this seminar to ensure that Malta’s product offer to any field requiring such services, is handled by suppliers knowledgeable of any regulations and be in a position to create a fit between what the destination can offer and the requirements of the business.”