Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of tourism in which large groups, usually planned well in advance, are brought together. However, never promise what you cant deliver. Rachel Ward, Going Places Tours & Travel Zambia. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. Meeting is a gathering of two or more . This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. The order here is: this industry is relationship driven. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. Training, exchange of expertise or networking among workers of the same sector. Who are MICE travelers and what they look for. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. All rights reserved. The ISO 20121 is the Standard for Sustainable Events offering guidance and best practice to help manage events and control social, economic and environmental impact. The alliance also works to improve the professionalism and sustainability of the sector. Developing and supplying travel products for bleisure offers particularly strong opportunities to local tour operators and there are clear benefits: Table 2: What Makes a Great Bleisure Destination? So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. What are the prices for MICE tourism products on the European market? That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. She completes: And to understand the clients needs, you need to interpret beyond what they say.. This study examines the role of MICE destination attributes on the formation. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Include a blog on your website and publish content that provides valuable information for your target audience: According to Ascend2, 72 percent of marketers say that creating relevant content was the most effective SEO tactic. MICE Tourism has a series of distinctive characteristics that set it apart from the remaining subsectors of tourism6: The concentration of the convening of meetings, congresses, conventions, fairs and other corporate events held during the rest of the year, reflecting mostly Your email address will not be published. Required fields are marked *. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. Many countries now use an electronic visa system, i.e. MICE comprises four event subfields. MICE tourism is an important part of the tourism industry in the South American region. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. In that era, commercial travel was common for the promotion and sale of agricultural or technological products ( technology understood as that of the epoch ), already making a clear professional distinction between the artisan and the commercial world. Meetings can be short in duration (e.g. Explore vacation and types of tourism and learn about the . Examples of travel and tourism related conferences include: Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. Sometimes, reasons people gather can also be Ideology. (Meetings, incentives, conferences & exhibitions). Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. Every European country has different rules and you should do your own research to find out what they are. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. The good climate, the cost-benefit ratio and the gastronomy are the aspects most valued by the MICE professionals, while other characteristics such as accessibility from other European countries, the landscape, the gastronomy, the attractiveness of the cities and the good environment, are the factors that make attendees value Spain as the best destination for MICE tourism. Large events including the major tourism fairs at ITB Berlin and WTM London were hosted virtually in 2020 and 2021, and many other international, regional and local conferences were also moved online. Organizing a MICE event will bring advantages to your company and its workers. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . With more than 16,000 kilometers of coastline, more than 6,000 islands and islets, and a well-established tourism industry, Greece presents a prime investment opportunity in the Tourism sector. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. Nothing to do with pest control, everything to do with business-minded travel. It encompasses four niche areas, which are: As you can see, MICE is actually an acronym used to group together the four tourism types mentioned above- contrary to popular belief, it has nothing to do with rodents! Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. Ensure that you can provide reliable Wi-Fi and Internet access. Put together a range of two- to four-day post-conference/event programmes that include a variety of activities such as culinary, sightseeing, outdoor activities. rights The website is published in English and Russian. This paper discusses some neglected issues relating to the assessment of the narrower economic impacts, the economy-wide impacts and the net benefits of an expanding MICE sector within a tourism destination. [1] Other industry educators[who?] The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. If you are looking for a way to motivate your staff and enhance productivity, retention and output throughout your business, then incentive travel is often a worthwhile investment. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. It also provides rationale for support from government agencies in many countries. Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. This is in part due to a growing population worldwide. There are significant advantages for destinations that have a strong MICE offering: The MICE sector has very high expectations of service and quality and travel management companies commit to a high duty of care for their business travellers. Are knowledgeable, professional, and prepared. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. Through what channels can you get MICE tourism products on the European market? Lets say: a company that spies their competitors must be present to the events where theyll be. s/n,Partida del Moralet, 03502 Benidorm, Alicante, Espaa, Phone : +34 96 500 43 00Email : comercial@grandluxorhotel.com, This site is protected by reCAPTCHA and the Google, Meetings with partners, clients or workers, Attending corporate events related with the workers activity (congresses, seminars, fairs, showrooms). For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. And that also includes selecting appealing destinations. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. Despite involving different sizes and complexities, all of these event types got one thing in common. As part of MICE, bleisure travel is also less seasonal than general leisure travel, which makes it a good year-round travel product. Please review our market information disclaimer. In this video we will introduce the concept and talk about all of the players and stakeh. Looking at that, its easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Traditionally, MICE encompasses mostly business events. Exhibitions and B2B fairs to network, find new business suppliers/providers. As we are already familiar with the most important aspects of business tourism, let us see examples of what the most common activities and principal motives are for business trips in Spain. e-visa. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. Many conferences may move towards a hybrid approach of online and physical attendance. MICE tourism is known for its extensive planning and demanding clientele. A wide range of people, services and skills are involved in the MICE industry such as sponsors, planners, convention and visitor bureaus, meeting venues, accommodation, suppliers, planners, event management and participants themselves. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. Leisure events like concerts or festivals fall into a different category. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. These visitors are clearly attending to events to execute this particular activity. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. Examples include. The successful business we have generated has been due to consistent marketing efforts in the European and regional markets, and includes medical professionals, NGOs such as Rotary International, and local companies. However, dont take it for granted. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. The event brought together suppliers and buyers and it was hoped to stimulate continued business so the industry will be ready to compete internationally when borders reopen. Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. This is far from true. European buyers are very keen to work with suppliers who have one or both and you should consider how to promote your sustainability actions as a tour operator. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. Well, in this article I am going to change that! You should be prepared to negotiate. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. Audit your current trips to identify those that might be suitable to adapt for business travellers. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Convention bureaus may offer financial subsidies to attract MICE events to their city. The Thai Incentive and Convention Association (TICA) was established in 1984 as a non-profit organisation and includes hotels, DMOs, tour operators, professional convention and exhibition organisers, contractors, venues, local attractions and other travel industry suppliers among its members. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Looking from inside: what experts in the field say. Let us now make a brief review of the Spanish geography to know which are currently the cities with the most business tourism in Spain. According to Expedia, 60% of business trips are extended for leisure purposes and participants are often prepared to travel beyond the business destination to do it. Technologies that support these will be highly sought after. Make sure your website is appealing to businesses and individuals. That means, after attending to a corporate event, visitors and participants can dedicate some time to get to know more about the place and its attractions. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. Let us take a look. What Is Educational Tourism And Why Is It So Important? What requirements must tourism services comply with to be allowed on the European market, Global Business Travel Association (GBTA), four in 10 business travellers planning to fly less, How to respond to COVID-19 in the tourism sector, Tour Operators - Global Protocols for the New Normal, the importance of health and safety in business tourism, 10 tips for doing business with European tourism buyers, ISO (International Organization for Standardization), How can tour operators contribute to sustainable tourism, Market and communicate your green credentials, 7 tips for hotels looking to attract more bleisure travellers, How to be a successful tourism business online, 10 tips for finding buyers on the European tourism market, business travel-ready Airbnb listings can generate more revenue, Indonesia Inbound Tour Operators Association (INTOA), The European market potential for MICE tourism. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on WhatsApp (Opens in new window). Jun 2015. MICE event locations are normally bid on by specialized convention bureaus in particular countries and cities and established for the purpose of bidding on MICE activities. MICE tourism is a part of the business tourism industry. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. Soft skills such as patience, empathy, teamwork and problem-solving are vital if, for example, a large traveling party from a culturally-specific region are to be greeted with the appropriate welcome drink. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. In other words, that represents 8.5% of all the top international events in the planet. Both platforms also offer listings of attractions and things to do. Reported challenges faced by the MICE sector in China include improving sustainability and meeting the increased need for professionals in business travel, events and hospitality. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. If we talk about Europe, research reports say that the beautiful and charming cities of Germany, for instance, generate an annual turnover of 290 billion Euros. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. MICE destinations must have four criteria for MICE destinations, namely accessibility, attractions, amenities and human resources and support from local stakeholders. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. In fact,commercial travel and MICE events go back to the Middle Ages. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. Meetings and business events such as Annual General Meetings (AGM), board meetings, sales meetings, presentations, product launches, supplier meetings, team building events, business training courses/events. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. Firstly, buyers of MICE travelers usually are professional associations or corporations. Along with the above, the opportunities for MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Average spending: The other key point of MICE tourism is the high level of average spending, which is 30% higher than that of leisure tourism. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. Both markets are important depending upon your product. The operator also founded MICE Indiaa, an award-winning specialist digital MICE magazine that offers a range of executive MICE development training and management programmes for the sector, as well as publishing expertise and insights. MICE tourism is a part of the business tourism industry. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . What is MICE. I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, Reasons why MICE professionals and brand delegates love live events. The continuing MICE tourism industry growth (whether physically or online) shall have a positive impactin the growth of businesses, cities and destinations around the world. MICE travelers also usually spend 17.5% more than leisure tourists. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Esmat A. Zaidan. MICE products are usually tailor-made as no two meetings or events are the same. If your business is involved in providing the MICE industry with technology services, you will need to be up to date with knowledge of the IT market and what technological services are required to service the event/meeting. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. What is the demand for outbound tourism on the European market? more information Accept. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. Pre-pandemic, Indias business travel market was highly tipped for growth and it was expected that India would be one of the top five business travel markets by 2022/23. Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. When planning a MICE, aim to start from the beginning, asking yourself the 5 Ws and the 2 Hs first: These are the most fundamental questions for common problem solving youll need to sort out when you start planning any MICE event. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. Association for Tourism and Leisure Education and Research annual conference, Business tourism explained: What, why and where, Workation explained: What it means and how it works, The most attractive countries offering the digital nomad visa, 30 fascinating facts about the deserts of Arizona, 16 Fascinating Facts About Boreal Forests, 30 magnificent things Michigan is known for, It facilitates the access to new technology, It provides high yield and return per capita, It enhances the international economic contact, Transport providers (international and domestic), Those who provide pre- and post-conference tour opportunities, Staff at specific venues purpose built centres and hotels, Professional conference and exhibition organisers andcatering services, Social program leaders for delegates and participants, Specialised technical support such as audiovisual services. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. The United Kingdom and Germany are the biggest European markets. Arminas Travel is a destination management company in Mexico that offers a range of services for the MICE market including ground services and tours, gala dinners and theme parties, and team building experiences. In fact, due to its close link to the working world, it is probably during the summer (global tourism peak season) when the MICE sector intensity falls. Tourism is also a major influence in how we see and understand the world. The Meetings segment is the largest of the four. Many countries. The MICE customer has high expectations for high-quality services and personalised customer service. But as well, their demands and expectations might also be one level higher. MICE travelers also usually spend 17.5% more than leisure tourists. Due to the fact that it is a very particular model of tourism, MICE tourism has certain singularities which deserve to be taken into account to understand its dimension and how it may impact on the global tourism sector. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. But who are these traveler and what they look for? There are numerous specialist operators on the European market. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. This is good to engender customer confidence when considering travel. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. Make your buyers feel they are unique and your most important client. The researched issue concerns building of an attractive image of the MICE tourism destinations. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of tourism in which large groups, usually planned well in advance, are brought together. Furthermore, this study aims to examine the trends of each topic within news articles and identify the characteristics of topics over the past 30 years by developing graphs. Sustainability is embedded throughout its services and the operator is a Travelife Partner, meaning the operator is committed to sustainability and ready to work towards becoming fully certified. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. Download the CBI study. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. You must also establish new booking terms and conditions and clearly state what cancellation and waivers you will offer to your buyers during the pandemic. What competition will you face in the MICE tourism market? MICE travelers are often keen to try a stay-cation. And whether youre planning to break in the industry or are a experienced professional, there are also great resources on professional trade organizations and associations websites, such as IAPCO International Association of Professional Congress Organizers. info@dextailstands.com, This website uses cookies to analize the visits and to give you the best experience. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. MICE is a very particular type of tourism. Consult the CBI study, How to respond to COVID-19 in the tourism sector for tips on preparing for the future recovery of the tourism sector. I have no forecast to work in any other industry, says Paula Lewis, Marcomm professional that organized events to brands such as Visit Florida and Choose Chicago. It also offers bespoke tours to leisure travellers. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). Collaborate with service providers including accommodation, conference organisers, venues and corporate travel management companies to ensure your packages are included in information or offers they provide to business travellers.