MICE travelers are often keen to try a stay-cation. this industry alone generated more than US$ 1 trillion, predicted to grow to an outstanding US$ 1,5 trillion, a survey done by The Incentive Search Foundation, Meeting City ranking of Union of International Associations (UIA), generate an annual turnover of 290 billion Euros, 178 billion Euros in 2018, representing 14,6% of the countrys GDP, I have no forecast to work in any other industry, MICE travelers also usually spend 17.5% more than leisure tourists, IAPCO International Association of Professional Congress Organizers. Therefore, to work successfully in the MICE sector, you must ensure that you: Post-COVID, health and safety protocols are paramount, especially when big groups of people come together for events or large meetings. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. MICE is a very particular type of tourism. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. However, as younger business travellers are seeking authentic travel experiences to enjoy while away from home on business, Airbnb is also an important channel and the OTA has created a unique page on its website for business travellers: Feel at home, wherever the job takes you. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. Six criteria, including MICE tourism, MICE green event, MICE sustainability, MICE green practices, sustainable event, and the characteristic green event addressed in the papers, were used to evaluate the published papers using a systematic content analysis review method. The globalised world in which we live, together with our current ecosystem where huge companies with an international presence emerge can make us think that business tourism is a recent phenomenon. Required fields are marked *. The acronym MICE is a general term for the events industry itself. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. 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 Visits to branch offices or headquarters of the company. The initials MICE refer to four concepts: Meetings, incentives, conferencing and exhibitions, which make up the group of activities (or some of them) which form part of this type of business tourism. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). What competition will you face in the MICE tourism market? [1] Other industry educators[who?] As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). s/n,Partida del Moralet, 03502 Benidorm, Alicante, Espaa, Phone : +34 96 500 43 00Email : [email protected], 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). A European poll found that changing habits during the pandemic and concern over climate change led to four in 10 business travellers planning to fly less. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. Despite involving different sizes and complexities, all of these event types got one thing in common. Tourism involves travel both locally and internationally. Incentive trips as a reward for an emplyee carrying out his or her professional activity. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). Characteristics of MICE travel. Looking from inside: what experts in the field say. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. 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. 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. According to the Brazilian Association of Events Companies (ABEOC Brazil), there are around 10,000 venues available for hire, and the MICE industry generates more than R$ 67 billion (11 billion) annually. Smaller events and individual business travellers are the easiest and most convenient to target. 2006; Fenich, 2008). Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. Association, 2009). It means that, in addition to notoriety for the market itself, the company also stands out before the competition and gains credibility with potential customers. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. A closer look at the four pillars of MICE Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. MICE travelers also usually spend 17.5% more than leisure tourists. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. Key takeaways Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. At Dextail, we are specialized in organizing events for companies and business meetings, and we have extensive experience making a multitude of corporate events a success. It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. It is worth mentioning that the projects that are well positioned, are more likely to approach and retain customers, as they are well regarded by the public. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); InEvent is your all-in-one virtual event platform, with built-in event management solutions, interactive live networking features, and a fully customizable Virtual Lobby. Benidorm a Finestrat. MICE in tourism is a fast-paced business, which involves an exquisite client management that's reward and the results can be seen right away. Distance to travel will have the largest impact on time to recover. are recommending the use of "events industry" to be an umbrella term . 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. Required fields are marked *. Switzerland, all Benefits for destinations by MICE tourism well planned agenda in advance large (international) groups bid on by specialized "convention" bureaus process of marketing and bidding is normally conducted well in advance of the actual event, often several years MICE tourism is known for its extensive planning and demanding clientele greater profitability Leisure events like concerts or festivals fall into a different category. In 2019, the TCEB signed a Memorandum of Understanding with four overseas MICE markets, Australia, the UK, USA and Germany, to create a framework for developing the MICE sector for mutual benefit through sharing of information, business development, market promotion, business research and personnel development. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. Sometimes, reasons people gather can also be Ideology. However, while they will not necessarily expect the level of service they would get in a luxury hotel, it is important that the quality of the accommodation is good, clean, and safe. Its calculated that over 800 conventions take place in the city-state every year. Many conferences may move towards a hybrid approach of online and physical attendance. Below, I have provided an explanation of each component of MICE: Mice tourism includes any types of travel for the purpose of a meeting(s). Its an incredible growth rate that brought Spain to the Top 10 tourism market economies in the world, with China, Japan, Hong Kong, USA, France, Italy, India, Germany and United Kingdom. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Honesty and integrity are equally important. For the tourism sector: The MICE sector is a dynamic element of tourism thanks to the following qualities: Seasonality: This type of tourism is maintained throughout the year and allows business to be generated outside of the high seasons of summer and Christmas, which is when leisure tourism moves the most. 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. 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. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. 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. The requirements that European tour operators have for MICE travel products in developing countries cover the following: As a first step, you should read the CBIs What requirements must tourism services comply with to be allowed on the European market and familiarise yourself with the comprehensive details of legal, non-legal and common requirements. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. But who are these traveler and what they look for? The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . 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. (Meetings, incentives, conferences & exhibitions). Offsite events tend to increase the motivation of workers thanks to breaking with the work routine, they help to strengthen interpersonal relationships both internally and between workers and clients, and encourage the exchange of ideas and projects. The Global Business Travel Association (GBTA), the worlds leading and largest business travel and meetings association, has forecast an acceleration of MICE and business travel activity between 2022 and 2024. Lesson Transcript. They have tons of updated info to help event pros and students to keep up to date. CBN Travel & MICE is an experienced travel management company that serves the UK market it is a member of the European Tourism Association (ETOA) and UK Inbound. 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. In other words, that represents 8.5% of all the top international events in the planet. As I mentioned before, globalisation has played a huge role in the growth of the MICE tourism industry and it is anticipated that this will continue well into the future. There is no replacement for the face-to-face networking opportunities that occur during conferences, thus physical conferences will be here to stay, although perhaps to a lesser scale. Agree by clicking the 'Accept' button. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. It is characterized by its seasonality (these trips occur without distinction throughout the year) and its great economic impact, since on average they generate 30% more spending than holiday or leisure tourists. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. Incentive travel trips as perks to motivate employees. 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. Meetings can be short in duration (e.g. 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. +34 932 749 515 Conference organisers, accommodation providers and corporate travel management companies are keen to offer businesses added value to their customers through the provision of leisure opportunities.