CEO & Founder of micebook

Chetan Shah is CEO & Founder of micebook – a digital start-up, helping planners discover destination content and global mice suppliers. Micebook also facilitates closed network collaboration, on destination and supplier information, for event teams and Associations.

Over the last 20 years, Chetan has worked as a planner at agencies such as Grass Roots and more recently as Head of Operations at the Black Tomato Agency in the UK, where he has operated conference and incentive programmes in over 30 countries. Chetan brings extensive knowledge of procuring and delivering global event programmes and has experience of the challenges and benefits of working in overseas destinations. This experience and knowledge of planner pain-points led to the creation of

micebook puts an end to time-wasting internet-trawls and hours spent chasing suppliers for images and information. In just a few clicks, planners can download resources, collect supplier details and share their knowledge with colleagues.

Chetan is also passionate about sharing best practice in crisis management, with the aim of making this industry safer, by hosting and chairing a series of panel discussions across the UK, and providing helpful resources and content on #safeevents.


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