How Data Is Changing the MICE Floor — From Gut Feeling to Measurement

Trade shows still run on gut feeling

How many people came this year? Which booths drew a crowd? Where did visitors lose interest and turn back? Most exhibitions and expos can't answer these questions precisely. Attendance is a rough estimate, and visitor flow lives in the memory of on-site staff. The next event ends up being planned on last year's "feeling."

That is exactly why TixPass won the Grand Prize at Goyang City's MICE Startup League in September 2025. What we presented was an IoT smart sensor that automatically detects visitor movement within a 3-meter radius — technology that captures the on-site movement that used to simply disappear, with no bulky equipment or extra staff.

What isn't measured can't be improved

Online stores know, minute by minute, where a visitor came from, what they looked at, and where they dropped off. They design the next campaign from that data. Yet the offline exhibition floor — where tens of thousands of people move through, and where the richest behavioral data is generated — mostly lets that data slip away, unrecorded.

Once visitor flow, dwell time, and hourly congestion accumulate as data, the operational questions change. From "Were there a lot of people?" to "Why did they stop in front of that booth?" From "Should we spend more on ads?" to "Why didn't the people who showed up convert?" This is exactly the problem TixPass's visitor-analytics solution, SENSEVIEW, is built to solve.

Data isn't magic — it's a lens

Let's be clear about one thing. Data doesn't guarantee a hit. A successful event is the result of reach, conversion, and return visits lining up — and data is simply the tool that lets you see those conditions clearly. But that one lens is enough to cut the waste out of operations.

By connecting visitor-flow data to operations, we can reduce operating costs by up to 60%. Our goal is to grow the business to KRW 50 billion in annual revenue within five years. — Myungjin Baek, CEO of TixPass

From next year, this startup league will expand across all of Gyeonggi Province — a sign that the MICE industry is stepping onto the next stage of digital transformation. TixPass intends to be right at the center of it, building a future where exhibition floors run on data, not instinct.

About TixPass

TixPass is an integrated SaaS platform for ticketing, unmanned entry management, and visitor analytics, built for cultural venues and MICE — performances, exhibitions, expos, and museums. It offers dynamic-QR mobile tickets, an AI smart docent, and the IoT visitor-analytics solution SENSEVIEW, and is already in operation at venues including the Lee Ungno Museum and SETEC.

Contact: sales@tixpass.co.kr