In today’s ever-evolving marketing landscape, the MICE industry is embracing global trends and adapting to new communication dynamics. Traditionally, event promotion focused heavily on public relations efforts, advertising in trade media, and presence at trade shows.
The Creator Economy
However, in recent years, we’ve witnessed a major shift toward digital content creators, especially micro-influencers. This change is not merely a passing trend but a response to the profound transformation in how participants make decisions, form opinions, and seek inspiration.
The creator economy, fueled by content creators across social media, blogs, and YouTube, has seamlessly integrated into the promotion of the meetings and events sector.
According to a 2023 report by Linktree, the global creator economy was already valued at over $250 billion, with projections estimating it could reach $480 billion by 2027 (source: Goldman Sachs).
In the U.S. alone, over 50 million people identify as digital creators, with a significant portion of them being micro-influencers – those with between 10,000 and 100,000 followers.
Given the specific nature of the MICE industry, it’s also essential to consider nano-influencers – individuals with between 1,000 and 10,000 followers.
This trend is rapidly gaining momentum across Europe, particularly in the B2B sector. It is especially visible on YouTube, LinkedIn, and Instagram, where local experts are building engaged communities.
What Sets a Digital Creator Apart from an Influencer?
A digital creator focuses primarily on the substance and aesthetics of their content. They produce e-books, podcasts, newsletters, online courses, or industry reports. Their main goal is to share valuable knowledge and build trust with their audience, with audience reach often being a by-product of this effort.
In contrast, an influencer’s primary value lies in their ability to influence consumer decisions within their community, often through product recommendations, reviews, or lifestyle endorsements.
While the distinction between these two categories is increasingly blurred, both digital creators and influencers have immense potential to build long-term relationships with brands, event participants, and organisers in the MICE industry.
Why Nano and Micro-Influencers Matter More in the MICE Industry Than in B2C
Nano and micro-influencers typically have anywhere from a few hundred to several thousand followers, allowing them to maintain a more personal connection with their audience than their more widely recognised counterparts. Their content tends to be less scripted, more authentic, and genuinely engaging. It’s this authenticity, trust, and expertise that drives the effectiveness of promotional messaging today, not simply the number of views.
Furthermore, these influencers often specialise in niche areas such as hospitality, events, venue finding, wellbeing, event technology, MICE industry consulting, or sustainability.
For the MICE sector, these micro-communities present a wealth of untapped opportunities for partnerships and collaboration.
Don’t Count Followers, Count Influence. Nano and Micro-Influencers as Ambassadors in the MICE Industry – Jaroslaw Marciuk
A well-chosen digital creator or influencer can significantly enhance event visibility and directly influence attendees’ decisions.
At international trade fairs, organisers such as IMEX or IBTM World are increasingly inviting them to act as speakers, panel moderators, or hosts for supplementary events. Their participation is no longer just part of a promotional campaign but has become a central element of the overall communication strategy.
Julius Solaris
A prime example is Julius Solaris, based in Las Vegas, who is recognised as one of the most influential creators and influencers in the MICE industry.
Subscribing to his newsletter and following him on LinkedIn, where he frequently shares insightful infographics, is highly recommended. Julius Solaris website.
Rather than engaging in one-time collaborations, many event organisers are now establishing long-term partnerships, with influencers actively involved in co-creating events, from the concept phase to post-event content.
This indicates that the collaboration between influencers and event organisers is evolving into a deeper, more integrated form of value creation.
Digital Creators as Destination Ambassadors
Irina Graf
Another excellent example is Irina Graf from Heidelberg, the founder of the MICE Blog, who is primarily active in Germany and participates in numerous industry events.
She is also recognised for her many initiatives in the meetings and events sector, MICE destination campaigns, hotels and venues’ digital content creation, as well as her involvement in major MICE trade fairs.
What I also appreciate is following her insights into the development of the Heidelberg Congress Center.
Sabrina Meyers
These individuals have the potential to become ambassadors for destinations, as demonstrated by Sabrina Meyers, the Global Event Director at BlackRock, who is widely known as a digital creator and Event Vlogger. Discover more here.
Sabrina is now the “face” of one MICE destination – Copenhagen – and for several years, she has published posts and videos showcasing the city from the perspective of a meeting planner. Watch on YouTube What’s New in Copenhagen in 2024.
Sina Bünte
Another notable example is Sina Bünte, based in Barcelona, whose expertise as a digital creator extends to event tech brands, including her work with Snapsight AI. Find out more on Sina`s website DigitalMind.events.
She also took part in MICE destination campaigns, including Poland. More than you expected campaign.
Are you coming to IMEX Frankfurt 2025?
Watch Irina Graf and Sina Sina Bünte`s webinar on LinkedIn: IMEX Like a Pro Everything You Should Know Before You Go
Selecting the Right Creator for Your Campaign
However, it’s important to remember that not every collaboration is automatically successful. The key to a fruitful partnership lies in selecting the right creator – someone whose values, communication style, and tone align with the event’s brand image.
Tools such as Upfluence, SocialBlade, and Modash, along with personal relationships and industry rankings, can help identify the right fit. Equally crucial is defining clear goals for the collaboration and establishing measurable outcomes.
Success should no longer be judged by likes alone; instead, the focus should be on real, tangible outcomes like event registrations, website traffic, or inquiries for proposals.
Find out more:
- The Instagramisation of the Meetings and Events Industry
- IMEX Frankfurt 2024 Social Listening Report
- The Digital Transformation of the MICE Media
Balancing Reach and Message Control
An essential question for event organisers is finding the right balance between reach and message control. Traditional PR offered organisers greater control over message content, whereas digital creators operate on their own terms, which requires a degree of trust and flexibility in how stories are told. Increasingly, organisers are realising that control can give way to co-creation, leading to greater authenticity and more meaningful engagement.
In an era when traditional advertising is losing its effectiveness, micro-influencers and digital creators offer something that’s hard to achieve – genuine engagement and authentic recommendations. Their communication feels more like a conversation than a marketing campaign, and it’s this shift in tone that can determine the success of a campaign.
The MICE industry now stands at a unique crossroads, with the potential to forge new, lasting relationships – not just with participants but also with creators who truly understand their needs and can turn those insights into powerful content.
While the creator economy will not entirely replace traditional promotional methods, it can be a valuable complement to them.
Featuring image: Jaroslaw Marciuk, IBB Grand Hotel Lublinianka
