Marrakesh24
A modern caravanserai for conferencing celebrates in Morocco
RAMY JAMES SALAMEH DISCOVERS M & I ’ S BLUEPRINT FOR THE FUTURE OF THEIR EVENTS , WITHIN THE SEDUCTIVE CHARMS OF MARRAKESH IN MOROCCO
I n centuries past ancient ‘ caravans ’ regularly traversed through Marrakesh , bringing products to trade , while sharing knowledge and cultures within the ‘ caravanserai ’ or fondouks ( road-side Inns ), which offered overnight respite to commercial travellers . The caravanserai became centres for exchange of goods , cultures and ideas , which passed along the great Silk Road trade route .
Why should I be making this historical comparison with ‘ m & i Fest Marrakesh Forum 24 ’? Well , it is quite simple , their new flagship event , the largest in m & i Forum ’ s event history , brought its very own ‘ caravan ’ of top buyers and suppliers into the Moroccan city to encourage trade – 7,473 prescheduled meetings took place over three days ; share insights – through workshops on generative AI ; share cultures – delegates travelled from 30 countries ; and to dive deep into the mystical milieu of Morocco ’ s touristic jewel in the crown .
The challenge for m & i was to replicate their small group formula , by fully immersing both sides of the ‘ buyer and supplier ’ desk , with intimate 1-2-1 meetings , in-destination explorations , personalised activities and social networking , but on a much grander scale ; while adding into the mix , an exhibition-style concept within the opulent spaces of a congress centre .
New event-era for m & i Forums It was evident from the beginning of m & i Fest that , while this would be a series of ‘ firsts ’ for many , including the organisers , partners and delegates , any nervousness associated with this new super-sized event format was dispelled on the first evening ’ s VIP social gathering .
Elsa Harbourne , COO of m & i Forums , spoke of : “ bringing our select group of m & i ambassadors , sponsors and MICE industry leaders together to network ”. And here the ‘ Fest ’ ball got rolling at the opening of the rooftop ‘ Privilege Bar ’ at the boutique Pestana CR7 hotel . “ Suppliers were also able to promote their brand in a more impactful way ,” Harbourne added .
Natalie Healey , senior director at HelmsBriscoe said it was her first time in Africa . “ My first time staying at a Pestana CR7 hotel and I am excited to be at the inaugural m & i Fest Marrakesh , alongside many HelmsBriscoe colleagues ; I ’ m already seeing value to attending ”.
Other firsts for delegates included a chance to inspect the new Grand Hyatt Marrakesh , set to open in May 2024 , and Barcelo Palmeries ’ brand-new desert camp , a group incentive , unveiled to m & i guests for the first time against a soundtrack of traditional Gnawa & Chaabi music .
Palais des Congrès morphs into m & i Fest The main event , however , took place at the palatial Mövenpick Hotel Mansour Eddahbi & Palais des Congrès , a beautifully designed ‘ caravanserai ’ for the 21st century and an ideal base from which to form ‘ the meetings hub ’ from which the spokes of ‘ Pathway experiences ’ for the event branched across Marrakesh .
The Royal Ballroom ’ s whitewashed walls and arabesque touches , easily accommodated a sea of meetings desks , leading onto the Global Terrace ; Partners Riad ; branded supplier Pavilions and the Global Village , all new additions for the 2024 m & i Fest . The delegate journey was interspersed with barista stations , a massage lounge and clusters of vibrantly coloured soukstyle furniture , ideal for ad-hoc meetings and conversations .
While the overall ‘ hubbub ’ of meetings and energetic vibe ran like a ribbon throughout the open spaces , the Buyer Lounge was a platform
ISSUE 130 / CONFERENCE & MEETINGS WORLD / 65