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Monday, June 10, 2013

Enticing American MICE Buyers across the Pond

The Business Tourism Unit’s (BTU) Richard Knight attended the USA Meeting and Incentive (M&I) Forum at The Breakers resort in Florida from 28 May - 1 June, an intensive business and networking event in a fun and relaxed atmosphere. M&I USA brings together meeting, incentive, conference and event (MICE) buyers from the USA and the rest of the world with key buyers from across America. The event has been running since 2006, growing in size each year and has been held at The Breakers Palm Beach since 2009.


This year, Richard was accompanied to the popular USA M&I Forum by four exciting and unique Scottish partners; Fairmont St Andrews, Cameron House on Loch Lomond, The Dome, Edinburgh and Sheraton Grand Hotel & Spa, with over 150 one-to-one appointments combined taking place. The Scotland team maximised the abundant opportunities during the workshop and numerous networking events to showcase the latest exciting developments happening across Scotland and to demonstrate the country’s impressive collection of first-class meeting facilities and unique incentive activities set amidst our infamous stunning scenery.


Interest in Scotland’s MICE offering was overwhelming from both the North and South American delegates and this was reflected in the volume of enquiries received, with the team returning with 30 solid enquiries to be distributed to relevant Scottish industry partners. Strong interest from South American delegates reflects a shift in behaviour as this market opens up to areas in the UK out-with London, with a keen interest in Scotland’s vibrant and dynamic cities and dramatic scenery. Much of the discussions with delegates were around our exciting line-up for 2014, including the Commonwealth Games and the Ryder Cup with golf, along with natural Scotland and history, being one of the main drivers to Scotland from the American market.