Want to see Grip in action?
Join fellow event professionals for a live demo of Grip every Thursday.
Search
Worldwide Events has always excelled at putting together remarkable events in the travel industry. However, with increasing competition from big-name events, the organizer wanted to ensure its larger M&I events continued to provide the same level of curated one-to-one connections in a larger event format.
M&I exceeded expectations, proving that large-scale events can still create deep connections. By combining AI-powered matchmaking with a hands-on approach and curated experiences, both buyers and suppliers were able to enjoy the event and build stronger business relationships. The lessons from M&I Fest were used to reinvent the show as M&I Expo. By embedding the proven 1:1 meeting formula into a dynamic exhibition environment, the team is pioneering a new standard for the MICE industry with this exciting new event format.
“Grip excels in enabling us to work both at scale and on the details. We had over 8,000 meetings, and we can’t do that by hand. We need a reliable system."
Imagine attending an event like no other. Where you network in a hot air balloon at sunrise over Arizona, dine on the pitch at Santiago Bernabéu Stadium in Madrid, or experience traditional Mayan healing ceremonies, while connecting with peers. When it comes to putting on unforgettable events, M&I Forums has built up a reputation for unique and value-packed events in the MICE (meetings, incentives, conferences and events) sector.
Back in 2004, the company disrupted the trade show space with M&I Forums, a new format for the MICE industry that balanced one-to-one meetings with shared destination experiences. Since then, M&I has held over 190 events in more than 30 countries, facilitating over 1 million connections. When the event organizer launched its first pre-scheduled meeting plan, things really started to take off. “We introduced that concept to the industry when, previously, people just turned up at exhibitions and roamed around the stands,” said Richard Barnes, CEO of Worldwide Events. “When we introduced pre-arranged and timed meetings, it was quite a step for a market not used to it.”
According to Richard, the company achieves its success with a few simple guiding principles: “We always tried to focus and be the best at one thing – connecting buyers and sellers to build relationships that lead to business. So, our primary guiding principle was to create events focused on that rather than trying to be all things to all people. Our second principle was bringing the right people to the right place and giving them the best experience – quality over quantity. Our third principle was to make events enjoyable. Business and pleasure can mix.”
The company has continued to innovate, creating new event formats and embracing the latest technology. In 2024, M&I launched a new hybrid event: M&I Fest, which blended the choice of an exhibition with the personalisation and meeting quality of the traditional M&I Forums. In 2026, M&I will go one stage further with its latest evolution of this boutique exhibition format with M&I Expo. The company’s biggest event yet, M&I Expo, is exclusively designed for the "MICE 1,000". It features a curated group of the most senior, influential decision-makers in the global MICE industry to prioritize quality over quantity.
M&I events offer a fresh twist on the traditional MICE trade show, combining the variety and choice of an exhibition with the powerful connections that only one-to-one meetings can foster.
“We believe our industry deserves a more stimulating place to meet, to do business, to develop, and to celebrate,” explains Richard.
The “boutique exhibition” approach was different to larger events in the industry. With M&I Fest in 2024 and 2025, and now going forward with M&I Expo, M&I offers the highest value experience to delegates, while giving bigger brands a unique and powerful way to showcase their offering to their audience. This flexibility enables both buyers and suppliers to connect meaningfully, forming relationships that drive long-term success.
M&I Fest and its successor, M&I Expo, attracts an impressive guest list, including:
On the buyer side, meeting and event organizers attend to find venues and service providers that will help elevate their events to the next level. Ultimately, both parties benefit from an engaging, carefully curated environment where they can come together and connect in a truly remarkable setting.
For such an important event in the MICE travel industry, choosing the right destination is integral to success. “Buyers are always looking for new destinations, new partners, new suppliers and new ways to excite their clients.”
M&I had never hosted an event in North Africa before, but Marrakech’s strong MICE infrastructure, well-connected airport and the wide selection of opportunities for buyers to explore made it the perfect fit for M&I Fest. Then in 2026, M&I Expo will be located in Abu Dhabi, another exciting destination that’s growing rapidly.
Beyond the destination, M&I goes to great lengths to ensure only the right people attend by implementing a rigorous qualification process.
Once accepted, M&I organizes buyers’ flights, accommodation, and all on-site meals. In return, buyers agree to attend all of their scheduled meetings.
“We have a very low no-show rate, the lowest in the industry,” says Elsa.
While factors like location and attendees are undoubtedly important, shared experiences are what truly set Worldwide Events apart.
“In our DNA, lies the belief that real business relationships don’t just come from one meeting,” explains Elsa. “If you go canoeing, take a speedboat ride, or even simply explore a city together. You’ll be more relaxed and you can open up a bit more. You’re forming a relationship. That’s where the magic happens.”
For example, as part of M&I Fest, the team arranged different “Pathways”: themed experiences that allow buyers and suppliers to connect in a relaxed setting.
“We had a culinary pathway with cooking classes, while another one was for visiting places like Jardins Majorelle and the Yves Saint Laurent Museum,” explains Elsa. “You could also take a pathway to see more of the traditional sights, and understand the local heritage and culture.”
M&I aims to establish genuine connections via smaller, high-touch gatherings.
Manually organizing and scheduling every single meeting simply isn’t feasible.
To solve this, Worldwide Events partners with Grip. Using Engage, Grip’s suite of event engagement products, M&I is able to take advantage of AI matchmaking, AI-powered meeting scheduler and other advanced features designed to elevate the event experience.
For example, with MustMeet, Grip’s AI-powered meeting scheduler, everyone shares whom they want to meet and whom they must meet – the top meetings they simply must have. Just as importantly, participants also share whom they don’t want to meet.
The team then checks that everyone has completed their profiles within the Grip platform, sharing details about themselves, their companies and their business needs.
As a result, participants can quickly learn more about their fellow attendees and their reasons for participating, leading to more high-quality, meaningful engagement. Planners and service providers can also reliably and easily retrieve relevant attendee information, such as where they come from or their budgets.
Once everybody has completed their profiles and selected their preferences, Grip automatically schedules all the meetings.
“Everything we do is aimed at maximizing the number of meetings requested by both parties,” explains Emma Fressignaud, Head of Systems & Innovation at Worldwide Events. “Our team spends a lot of time examining individual schedules and collecting delegate feedback to make any necessary adjustments. Even if there are unexpected changes, we’ll make sure things are amended so everybody still has a full and productive set of meetings.”
Exhibitors and sponsors need to see real value in attending each M&I event. But in the MICE industry, accurately tracking every potential piece of business from its source is incredibly complex. Leads can go through multiple touchpoints, taking months (or even years) to convert into business.
Historically, M&I measured success based on inquiries forwarded and received, but exhibitors often lacked CRM tools or specific systems to track ROI effectively. Instead, the team now prioritizes perceived ROI – how happy exhibitors are with their meetings.
“Good food and entertainment are all important, but meeting quality is the holy grail we work towards,” says Elsa. “We don’t take any chances when it comes to meetings.”
Using Grip’s reporting tools and post-event surveys, M&I now quantifies exhibitor value through metrics including:
By comparing the results with other M&I events in Grip’s Insights dashboard, the team can see what good looks like and which ones might need tweaking. “The result is the strong community that has been with us for years,” says Emma, “which is the ultimate tribute to the meetings’ success.”
Together, the quantitative metrics and the team’s experience help to give an accurate and complete picture of how the event turned out and how they can improve future events.
“I regularly hear our community talking about their favourite past events and telling stories about events from years ago,” said Richard. “Short-term, they remember the people they meet and the enquiries they receive. What remains long-term are destination memories and experiences.”
Building on the remarkable success of M&I Fest, Worldwide Events is reaffirming its commitment to innovation by evolving the format into a bold new concept: M&I Expo. This strategic evolution represents an even greater investment in breaking the barrier between the scale of a tradeshow and the intimacy of curated networking. By embedding its proven 1:1 meeting formula into a dynamic exhibition environment, the team is pioneering a new standard for the MICE industry, ensuring that every connection is both meaningful and impactful. Discover the future of industry events at M&I Expo.
Whether you're planning your first hosted buyer event or you’re looking for ways to take your event to the next level, it’s essential to strike a balance between precision, personalization, and scale.
Here are three key insights from Elsa and Emma to help you craft an event that delivers real value to both buyers and suppliers.
Structured one-on-one meetings are an important part of M&I’s events, but they aren’t enough to build the kind of trust that leads to long-term business relationships. You also need moments where attendees can interact naturally.
M&I’s ‘Pathways’ allow exhibitors and buyers to meet each other and chat in a more relaxed setting. These experiences made the formal meetings far more productive. Curating these experiences isn’t easy, but it’s worth the effort.
“We put a lot of time and effort into creating the event,” says Elsa, “with lots of people working hard to make sure every aspect of the program is rewarding for attendees.”
Event technology like Grip can automate and enhance many aspects of a hosted buyer event, but it doesn’t replace the human touch.
Engage directly with attendees. Whether through phone calls, emails or personalized outreach, take the time to understand exactly what your buyers and suppliers want from the event. Rather than relying exclusively on technology to do everything for you, try to add a personal level of understanding and delivery.
“Grip excels in enabling us to work both at scale and on the details,” explains Emma. “We had over 8,000 meetings, and we can’t do that by hand. We need a reliable system. However, it’s also down to the quality of the inputted data, and that’s where our team and our processes come together. It's finding the balance between having that great platform that enables us to deliver something special and taking a hands-on approach.”
One of the biggest challenges in hosted buyer events is balancing growth with intimacy. Larger events bring more revenue potential but can quickly lose their exclusivity, making it harder for attendees to form meaningful connections. If an event grows too fast, it can negatively impact the participant experience, leaving them feeling like just another face in the crowd.
To ensure this wasn’t an issue at M&I, the organizers created as many touchpoints as possible that allow delegates to network in smaller groups. This can take many forms such as workshops about the future of the industry hosted by thought-leaders or destination activities organised around shared interests.
M&I proves that larger-scale events can still create deep connections. By combining Grip's AI-powered matchmaking with a hands-on approach and curated experiences, both buyers and suppliers were able to enjoy the event and build stronger business relationships.
.webp)
HumanX partnered with Grip to launch its first AI event, aiming to deliver immediate value and foster meaningful connections. By leveraging Grip's AI-powered matchmaking, Smart Badges and pre-scheduled meeting tools, HumanX facilitated over 19,000 connections on day one. This success enabled valuable business relationships to be made and set a new benchmark for AI events.
Discover how Agriconnect implemented Engage, Grip’s event engagement software, using a range of features such as Grip’s Event App, push notifications and search intent data to improve the participant experience.
