The MICE industry is set for a major digital overhaul, helping to push its global market to a value of US$1.62 trillion by 2032. Industry leaders like Pico are driving this growth by using AI, data analytics and VR to create personalised interactive event experiences, as seen at events like Sibos, the Smart City Exhibition and INNOEX.
Flexible utilisation of the web3 ecosystem, blockchain and other elements could usher in dramatic change in how exhibitions and events are organised and experienced. This includes a greater virtual participation of global exhibitors and buyers with enhanced security, the creation of immersive experiences that transcend reality, and an overall revolution in experiential marketing.
Pico Play is creating an immersive ancient temple for Dreamworld’s US$35 million ‘Jungle Rush’ rollercoaster. Set to open later this year, the ride will feature the world’s first inclined turntable and marks the 10t collaboration between Pico Play and Dreamworld.