The impact of COVID-19 on the MICE sector
The corporate events and MICE (Meetings, Incentives, Conferences & Exhibitions) tourism sector underwent a radical transformation as a result of the pandemic. For months, the only way to maintain communication was through digital means: webinars, streaming platforms, virtual meetings… The urgent thing was to maintain contact, even if the human warmth and magic of face-to-face meetings was lost.
When the sector breathed again, many thought that it was enough to recover the usual logistics: renting spaces, hiring suppliers, setting up stages and restarting the production machinery. However, something had changed irreversibly: people had changed.
What companies are now looking for
Companies have understood that bringing their people or customers together is not an expense, but a strategic investment. But they no longer want impersonal events, where everything is technically correct but lacks soul.
Today, companies are looking for:
More human and participative events, where attendees feel they are part of something.
Memorable experiences that connect with brand values.
Real creativity beyond “coffee for all”.
Emotional results that translate into motivation, pride of belonging or loyalty.
In other words: post-COVID corporate events must excite to transform.
The mistake of many event agencies
The reality is that a large number of event agencies have taken the wrong path. They have opted to become mere service providers, more concerned with price lists and production than with ideas, narrative and strategy.
What the client asks for is executed to the letter, without questioning whether this is really the best way to achieve the objective. The result: cold events, impeccable in logistics but lacking in emotional impact.
Such an event may be “well done,” but it doesn’t generate memories, it doesn’t strengthen bonds, it doesn’t inspire. And, in a world where employee and customer experience are key, that means missing the opportunity to create real value.
The world after COVID is more emotional
The pandemic reminded us that what we really miss are not the objects and processes, but the people and the shared moments. That has changed expectations across the board, including the corporate world.
An emotional event is one that makes the attendee feel part of something bigger, that touches the heartstrings and leaves a mark. It is not only about producing, but also about connecting.
Therefore, companies that understand the new era of events are no longer just looking for a logistics provider, but for a creative and strategic partner.
From briefing to experience: thinking like the customer (and beyond)
At Bacus Events we have been listening to briefings of all kinds for more than 30 years. And our experience tells us something very clear:
The customer rarely knows how to express exactly what he needs.
What you ask for in a briefing is just the tip of the iceberg. Behind it is a real motivation: to convey pride, motivate a team, celebrate a milestone, impress customers or reinforce corporate culture.
The difference between an event agency that produces and an event agency that creates experiences lies in reading between the lines. Not just “delivering what is asked for”, but designing what will really make the event fulfill its purpose.
What does it mean to make events more emotional?
Tell a story: every event should have a narrative that guides the experience, from the invitation to the final memory.
Design immersive experiences: that make attendees experience first-hand the emotion of the brand.
Take care of the small details: because what often excites is not the big show, but a close gesture.
Innovate with purpose: use technology, scenography or creativity only when they add to the message, not as empty ornamentation.
Measuring emotions, not just numbers: success is no longer measured only in attendance or budget, but in emotional impact.
Barcelona as the epicenter of corporate events
Barcelona’s role as an events city is fundamental in this transformation. The Catalan capital is one of the most powerful MICE destinations in Europe, and the companies that come here are not only looking for venues or logistics. They are looking to experience Barcelona through authentic, human and different experiences.
An event agency in Barcelona with an emotional vision has the opportunity to turn every congress, incentive or convention into an unforgettable memory for the attendees.
Bacus Events’ mission
At Bacus Events we firmly believe in this new era:
We don’t produce cold events, we design experiences that excite.
We are not suppliers, we are creative and strategic allies of each client.
We do not repeat formulas, we adapt each concept to what the company really needs to achieve.
That’s why, when a company trusts us, they don’t just get a well-produced event: they get an emotional communication tool that inspires, connects and transforms.
Conclusion: the future of the sector
The post-COVID event industry has made it clear that the old formulas no longer work. The public demands connection, creativity and emotion. And companies need partners who understand that their investment in events must become transformational experiences.
The future will not belong to agencies that manage suppliers, but to those that know how to put themselves in the client’s shoes, understand their real objectives and design experiences that exceed them.
In short, the question every company should ask itself today is not “what do I want to do at my next event”, but “what do I want my attendees to feel and remember”.
At Bacus Events we have been answering this question for more than three decades with the same conviction:
To create more human, more inspiring and more emotional events.
