The impacts of the covid-19 pandemic on the MICE industry in Prague

This master's thesis deals with the impacts of the covid-19 pandemic on the MICE industry in Prague. The main objective is to evaluate the pandemic's impacts on the MICE segment in Prague and propose recommendations for companies in the MICE market in Prague. To achieve this goal, the desk research method was first used, followed by the SWOT analysis method for Prague as a congress destination, and then the in-depth interviews method with MICE professionals in Prague. The introductory chapter defines the MICE industry from a theoretical perspective, the second chapter presents research articles and statistical data on changes in the MICE industry during and after the pandemic. The third chapter analyzes Prague as a congress destination, and the fourth chapter presents the outputs from in-depth interviews and practical recommendations for companies. It was found that spending on conferences and conventions in Europe in 2021 decreased by 80 % compared to the previous year. Spending on business tourism in Prague decreased by over 50 % between 2019 and 2021. The number of organized conferences in Prague in 2020 dropped by 80 % compared to the previous year. During the pandemic, a large part of the events was rescheduled or held virtually. However, virtual and hybrid events are unlikely to fully replace in-person events in the future because people still have a desire to meet in person. A recommendation for hotels with conference facilities is not to present themselves as suitable for hybrid events, as this results in lost revenue from accommodation, coffee breaks, and rentals.