Best Practices for Policymakers, DMOs and Host Cities
Executive Snapshot
The global MICE industry, a $1.5 trillion economic driver, faces increasing pressure to reduce its environmental and social footprint. From carbon-intensive travel to resource-heavy venues, events must now balance impact with innovation. This article outlines key sustainability challenges in the sector and highlights global best practices, certification standards, and technology enablers that can drive transformation.
Drawing on real-world examples—from COP28 and IMEX Frankfurt to Marina Bay Sands and Gothenburg Convention Bureau—it showcases how destinations and organisers are embedding sustainability into event planning. It also compares approaches across the GCC and Europe, identifying gaps in standardisation and enforcement. A set of strategic recommendations empowers policymakers, tourism boards, and DMOs to lead the shift toward net-positive, certified, and inclusive events.
The future of MICE lies in credible sustainability leadership. With coordinated policy, innovation, and industry alignment, destinations can achieve both global competitiveness and environmental accountability.
Why Sustainable MICE Is a Strategic Priority
The global Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is a cornerstone of business tourism and economic development. Pre-pandemic, it contributed over USD 1.5 trillion in GDP impact and supported more than 26 million jobs globally. However, with this scale comes a significant environmental and social footprint—from carbon-heavy travel and venue energy use to food waste and social inequities.
As climate risks intensify and stakeholders demand accountability, sustainability in MICE is a strategic imperative. This article explores key sustainability challenges, highlights global best practices, and outlines how venues, organisers, and policymakers can collaborate to future-proof the sector.
The Sustainability Imperative: Environmental and Social Impact
The majority of emissions from large events stem from delegate travel, particularly long-haul flights. For example, COP28 in the UAE drew over 70,000 participants, generating a carbon footprint potentially exceeding 130,000 tonnes of CO₂, the vast majority from air travel.
Beyond emissions, waste is a critical concern. A typical attendee generates ~1.8kg of waste per day, much of it food and single-use plastics. Water consumption, resource depletion, and urban congestion further compound the environmental burden, particularly in cities already under pressure.
Social sustainability is equally pressing. Events can strain local services, create accessibility barriers, and expose labour vulnerabilities. However, if designed well, MICE can become an engine for inclusive economic development, skills transfer, and community impact.
The Environmental and Social Footprint of MICE
Carbon and Resource Intensity
Transportation—particularly air travel—accounts for 70–80% of an international conference’s total emissions. Events like COP26 and COP28 have each exceeded 130,000 tonnes of CO₂, mostly from delegate travel. Venues, too, consume massive energy for lighting, HVAC, and AV systems, particularly when not powered by renewables. Waste is a parallel concern: events generate up to 1.89 kg of waste per attendee per day, with a significant share being food waste and single-use materials.
Social Dimensions
MICE events can generate local employment, spotlight cultural heritage, and contribute to community development. But they can also strain local infrastructure, exclude underrepresented voices, and rely on precarious labour. Modern sustainability thinking requires organisers to address these social challenges through inclusive design, equitable access, and community engagement.
Two Stakeholder Angles: Venues vs. Organisers
Venues face infrastructure and operational challenges:
- Many venues operate legacy infrastructure with high energy and water usage. Retrofitting old buildings for energy efficiency is a capital-intensive process.
- On-site waste sorting, recycling, and composting are often logistically complex, especially during peak periods. Waste sorting and recycling systems must be robust and visible.
- Green certifications (e.g., LEED, ISO 20121) require continual investment and auditing.
- Venues must balance sustainability goals with client comfort and expectations.
Organisers must manage complex logistics:
- Coordination across complex supply chains (AV, catering, sponsors, decorators) is often fragmented and sustainability depends on aligning dozens of suppliers and vendors.
- Budget constraints and short lead times hinder innovation.
- Tracking sustainability metrics is difficult without standardised tools.
- There’s a perception that green practices are more costly, despite evidence that some reduce costs.
- Attendee buy-in is essential: changes like reduced swag or vegetarian menus require careful communication.
The solution?
Cross-functional collaboration. The most successful events are those where venues and organisers co-design sustainability from the outset—sharing goals, data, and accountability.
A Global Landscape of Sustainability Standards
Certifications provide a roadmap for sustainable operations. While fragmented, they offer a useful framework for both benchmarking and marketing:
| Certification | Administering Body | Focus | Best for |
| ISO 20121 | International Organization for Standardization | Sustainable event management systems | Organisers, venues, suppliers (systems) |
| LEED | USGBC | Green building design & energy performance | Venues, convention centres |
| Green Globe | Green Globe Certification | Environmental, social, and cultural sustainability | Hotels, venues, DMCs |
| EarthCheck | Earth Check (Australia) | Data-driven benchmarking & continuous improvement | Hotels, venues (esp. Asia-Pacific) |
| EMAS (EU) | European Commission | Transparent environmental performance reporting | European venues & authorities |
| Green Key | FEE | Environmental responsibility in hospitality | Hotels, small venues |
Standards like ISO 20121 are widely adopted by flagship events and venues (e.g., Olympics, COPs, Expo City Dubai), while hospitality labels like Green Key and EarthCheck are gaining popularity across hotels and convention centres globally. Emerging frameworks like the GSTC MICE Criteria aim to unify these standards globally, providing governments and planners with a common baseline for sustainable destination development.
Case Highlights
COP28 UAE – Expo City Dubai
A major sustainability milestone: COP28 was hosted in a solar-powered venue with integrated waste, transport, and offset programs. While travel emissions were significant, the event highlighted regional capability in executing low-carbon mega-events and emphasised inclusion through youth engagement and public participation.
IMEX Frankfurt
One of the first trade shows to adopt ISO 20121 and publish detailed annual sustainability reports. Partnered with MeetGreen to track waste, emissions, and social impact. “Better Stands” campaign reduced exhibitor waste by promoting modular, reusable booths. Offers a replicable model for sustainable trade shows globally.
Marina Bay Sands, Singapore
A venue-led success story. With ISO 20121, LEED Platinum, and Green Mark certifications, MBS has diverted over 9.7 million kg of food waste using digesters, implemented a real-time smart energy management system, and reports sustainability metrics post-event. Its triple certification makes it a global benchmark for green venues.
Gothenburg Convention Bureau, Sweden
Gothenburg ties government support for events directly to sustainability alignment. The city’s Convention Bureau only provides promotion, bidding assistance, and funding to organisers and venues that meet environmental and social sustainability criteria, such as using ISO 20121-certified venues, offering low-carbon mobility, and sourcing locally. This approach has helped Gothenburg maintain a top position in the Global Destination Sustainability Index (GDS-Index), and it serves as a leading model of how cities can embed accountability into the MICE ecosystem.
Technology and Innovation: Enabling Smart Sustainability
Digital transformation is accelerating sustainability in MICE:
- Hybrid and virtual events reduce travel-related emissions.
- Smart venue systems (lighting, HVAC, waste) lower energy usage and cost.
- AI-based food tracking helps optimise catering and cut waste by up to 70%.
- Sustainability dashboards and apps allow attendees to monitor and reduce their own impact.
These technologies are environmentally sound and also enhance efficiency, data-driven planning, and user experience.
Regional Spotlight: GCC Sustainability Standards in MICE and the European Benchmark
In the Gulf Cooperation Council (GCC) region, the sustainability agenda in MICE is evolving rapidly, shaped by mega-events such as COP28 UAE, Expo 2020 Dubai, and Qatar’s FIFA World Cup 2022. These events have catalysed national and city-level commitments to low-carbon event infrastructure, green building standards, and sustainable tourism development. However, while flagship venues and events demonstrate impressive sustainability initiatives, the regulatory and certification ecosystem remains fragmented compared to Europe.
Several key GCC initiatives and developments stand out:
- The Dubai Sustainable Tourism (DST) initiative provides sustainability guidelines and audits for hotels and venues, with a hospitality-centric focus.
- Expo City Dubai operates under ISO 20121, LEED Gold, and Net Zero by 2050 goals.
- Saudi Arabia’s Vision 2030 includes environmental KPIs for tourism, but MICE-specific standards are still emerging.
- Qatar’s GSAS framework applied during FIFA 2022 covers infrastructure but is not widely adopted in the MICE sector.
In contrast, European countries apply standards more systematically:
- EMAS mandates environmental reporting and third-party audits.
- Europe embeds sustainability into policy and funding structures; the GCC is advancing rapidly but still relies on flagship projects and voluntary programs.
- Green Key and EU Ecolabel are prevalent across hotels and smaller venues.
- Cities like Copenhagen and Gothenburg use the GDS-Index as both a benchmarking and competitive tool.
The key difference lies in governance and consistency. In Europe, sustainability is increasingly regulated or linked to public funding. In the GCC, it is driven by flagship projects and voluntary initiatives. Adopting region-wide MICE sustainability standards—aligned with ISO 20121 or GSTC MICE Criteria—would harmonise efforts and enhance the GCC’s positioning as a sustainable global events hub.
Future Outlook – What Policymakers and DMOs Can Do
- Integrate Sustainability into Event Licensing and Bidding
Make sustainability a non-negotiable element in public event support. Require large-scale and publicly funded events to submit ISO 20121-compliant sustainability plans as part of their bid. Include criteria such as carbon footprint projections, waste management strategies, and social impact considerations. - Incentivise Green Infrastructure and Certifications
Introduce financial mechanisms, such as tax rebates, matching grants, or preferential financing, for venues that invest in sustainable upgrades (e.g., energy-efficient lighting, solar panels, water conservation systems). Similarly, subsidise the cost of sustainability certifications like LEED, EarthCheck, or Green Key for local venues and organisers. - Adopt and Localise Global Standards
Encourage alignment with global frameworks such as the GSTC MICE Criteria, tailoring them to local contexts. Launch destination-wide programs that educate and support MICE businesses—especially SMEs—in achieving compliance with international standards. Create public-private task forces to co-develop these standards and ensure buy-in. - Track and Report Destination Sustainability KPIs
Establish a transparent reporting system to track key performance indicators (KPIs) such as average carbon emissions per event, percentage of certified venues, or waste diversion rates. Join or develop a local version of the GDS-Index to benchmark against global leaders and continuously raise the bar for your destination. - Lead by Example Through Government Events
Set the tone by ensuring all government-initiated or hosted events adhere to best-in-class sustainability practices. Publish sustainability impact reports for major summits, conferences, and expos. Use these events to pilot innovations, demonstrate policy alignment, and showcase the economic and reputational benefits of green MICE planning.
Toward a Net-Positive MICE Sector
A truly sustainable MICE sector mitigates emissions, eliminates waste, fosters inclusion, and leaves a positive legacy. With visionary policies and public-private collaboration, GCC and global destinations alike can reposition themselves as world-leading hubs for responsible, regenerative business events.
Endnotes
- Events Industry Council & Oxford Economics. (2018). Global economic significance of business events. https://www.eventscouncil.org
- (2022). Net Zero Carbon Events Initiative: Pathway to net zero by 2050. https://netzerocarbonevents.org
- Sustainable Events Alliance. (2022). Event sustainability principles and metrics. https://sustainable-event-alliance.org
- International Organization for Standardization (ISO). (2012). ISO 20121:2012 – Event sustainability management systems. https://www.iso.org
- S. Green Building Council. (n.d.). LEED – Leadership in Energy and Environmental Design. https://www.usgbc.org/leed
- Green Globe. (2022). Green Globe Certification. https://www.greenglobe.com
- (2023). EarthCheck benchmarking and certification. https://earthcheck.org
- European Commission. (2023). Eco-Management and Audit Scheme (EMAS). https://environment.ec.europa.eu/topics/circular-economy/emas_en
- Foundation for Environmental Education. (2023). Green Key Global. https://www.greenkey.global
- IMEX Group. (2023). Sustainability impact report. https://www.imexexhibitions.com
- Marina Bay Sands. (2023). Sands ECO360° Global Sustainability Strategy. https://www.marinabaysands.com
- Singapore Tourism Board. (2022). Sustainability roadmap for MICE and tourism. https://www.stb.gov.sg
- Global Sustainable Tourism Council. (2024). GSTC MICE Criteria. https://www.gstcouncil.org
- GDS-Index. (2024). Global Destination Sustainability Index. https://www.gds.earth
