i-am LAB is the first Advanced Training Laboratory for the Meetings Industry that offers specialized training on topical issues for the profession with a focus on the main trends in the MICE (Meetings, Incentives, Conferences and Exhibitions) industry.

i-am LAB is based on three key pillars: practice, interaction and experience.

In the next few years, the Italian Meetings Industry will be challenged by competition from the leading MICE (Meetings, Incentives, Conferences and Exhibitions) countries to intercept new international tourism flows. Meeting Planner took on this challenge through i-am LAB, a training laboratory for the Meetings Industry conceived and created by Meet In Action – MIA, the first network of Italian MICE companies. i-am Lab provides customized training programmes delivered by expert, top-notch, professionals of the Meetings Industry who bring the most topical issues of our profession and the current trends in the MICE industry to the forefront. Their experience and competence, together with a very practical learning-by-doing approach helps everyone hone their skills and strengthen their business know-how.