Abstract
COVID-19 has brought to the fore drastic and transformative changes to MICE tourism. The current study therefore sought to examine the adaptive responses employed by the MICE sector of South Africa to survive and maintain business continuity during the COVID-19 pandemic. Adopting a qualitative research design, 19 representatives of various subsectors of the MICE industry (including organisers, suppliers, and associations) were interviewed. The data reveals that the immediate strategies implemented by many MICE organisations involved the reevaluation of their operational costs. Moreover, the study found that the sector has readjusted its business models to include virtual events in order to ensure recovery and resilience in light of the pandemic. The study argues the importance of understanding adaptive strategies as broadening theory on tourism and crises (specifically to the MICE sector) as well as understanding the process of sector resilience post-COVID-19.