For once, MICE experts have the possibility to experience for themselves the best of Switzerland – including some of the highlights that they include in events and incentives they plan, coordinate and run for clients. This irresistible opportunity draws 90 MICE specialists every year to the Meeting Trophy run by Switzerland Tourism, which takes the form of an original and imaginative journey across Switzerland.
Along the way, they discover not only the outstanding facilities on offer, but also the many cultural and sporting activities that can be featured in incentive trips and in social programmes of conferences, meetings and other business events.
The participating countries represent key MICE markets for Switzerland. In 2019, eight teams took part: UK/Ireland, Germany, Belgium, the Netherlands, France, North America, Nordic countries (Finland, Sweden and Norway) and Russia. Each tried to gain as many points as possible by answering intriguing questions and tackling fun challenges. Over the course of the rally, the MICE professionals competed in a variety of light-hearted activities from alphorn-playing in Zurich and golf in Andermatt to fishing for wooden ducks at a historical fountain in Thun.
In 2019, the Nordic team won the coveted Meeting Trophy, but as every year, it was the journey itself that was the goal. Teams explored cities and countryside, lakes and mountains on a wide variety of means of transport, from boats and bikes to gondolas, trams and special trains. No wonder participants were impressed, as they invariably are every year – not only by the colourful variety of experiences and activities, but also by Switzerland’s outstanding infrastructure and facilities.