This figure hints at the true dimension of a type of tourism, MICE tourism, destined to be one of the backbones of the service sector worldwide. Do your research. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. MICE tourism is a part of the business tourism industry. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. 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! 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. MICE travelers are often keen to try a stay-cation. Theyre all strongly related to business travel. Download Visit Britains guide to using sustainability to promote your business. e-visa. This niche hospitality market has seen hotels having to create jobs for innovative meeting planners and professional conference services staff, as well as develop industry-specific programs to add new dimensions to their overall service infrastructure. 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. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. 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. 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. Mexico is an emerging market in the business travel sector. The types of technology most commonly used by the MICE industry are: Virtual and/or hybrid events look set to remain an important part of MICE in the future. 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. [3], "Society of Incentive & Travel Executives", "Conclusions of the International Seminar on MICE Tourism and Business Tourism, Santiago, Chile, 2526 May 2005", https://en.wikipedia.org/w/index.php?title=MICE_tourism&oldid=1135720429, This page was last edited on 26 January 2023, at 12:29. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. Travellers are willing to travel beyond the business destination for leisure. You must be clear about the protocols and standards that you have in place to protect visitors. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. MICE travelers also usually spend 17.5% more than leisure tourists. Incentive trips as a reward for an emplyee carrying out his or her professional activity. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. Nowadays, the MICE sector is in full swing. However, the Global Business Traveler Report 2021 found that 96% of business travellers consulted stated they were willing to travel in 2021, but 68% want to make their own travel decisions and 72% rank flexibility as key to business travel in the future. 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. As a business you can play a role in the facilitation of the event itself, or . Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Types of meetings include (but are not limited to): Traditionally, meetings have been predominantly face-to-face, however recent years have seen a big shift towards virtual meetings, which was accelerated by the COVID pandemic and subsequent and rapid move to digital means around the world. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. There are numerous specialist operators on the European market. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. 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. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. This study has been carried out on behalf of CBI by Acorn Tourism Consulting Limited. Distance to travel will have the largest impact on time to recover. MICE comprises four event subfields. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. Agree by clicking the 'Accept' button. Lets say: a company that spies their competitors must be present to the events where theyll be. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. You should consider purchasing the ISO 20121 if it is suitable for your business. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. 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? It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. Meeting is a gathering of two or more . 2006; Fenich, 2008). Your email address will not be published. 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. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . Business travellers from Germany and the UK are keen on bleisure, spending, on average, 3.2 days and 2.8 days respectively on bleisure trips in 2018. The operator has embedded sustainability into its business events and tools, through initiatives such as eco-friendly products for all MICE events, recycling/reusing where possible, offering local and in-season food produce, restricting use of plastic bottles, using digital/mobile platforms instead of paper and reducing waste. She completes: And to understand the clients needs, you need to interpret beyond what they say.. MICE tourism is an important part of the tourism industry in the South American region. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. The MICE industry is a unique, stand-alone industry for the purpose of doing business. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. Incentive travel refers to travel that intends to motivate or reward company stakeholders. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. 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. 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). Because of that, businesses are increasingly incorporating experiences to their marketing strategy. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. European tour operators that sell MICE products to European business tourists are bound by strict regulations to ensure the safety of their travellers and to protect them financially. Leisure events like concerts or festivals fall into a different category. 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. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. The attractiveness can be assessed by different factors, such as location, cultural and historical heritage, climatic conditions, health and safety policies, suitable transportation and other characteristics. In recent years, a change of trend has been perceived in these types of events towards places which offer a pleasant climate, seeking warm climates which allow this type of MICE events to be held year round. Jun 2015. 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. 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. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. [1] Other industry educators[who?] What is MICE. Organizing a MICE event will bring advantages to your company and its workers. In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. How to choose a keynote speaker for your corporate event. 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. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. Sometimes, reasons people gather can also be Ideology. Required fields are marked *. Badalona Barcelona (Spain) This type of commercial relationship gave rise in the Middle Ages, to fairs and exhibitions of products in which movements of the population were already happening for trading purposes.In fact, some of the great fairs we know today internationally, have their origins in these old agricultural and livestock fairs, The arrival of industrialization favoured this type of commercial tourism thanks to the improvement in transport, which also fomented commercial links based on importation and exportation of products abroad. For the future, India is well-placed to increase bleisure offers its exceptionally rich culture and heritage gives multiple opportunities to provide the business traveller a wide range of unique experiences. MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Individual business customers may book a bleisure experience through an OTA or directly with a tour operator, covering the cost themselves or within a budget set by the business. In recent years, industry experts Meetings Alliance and the Mexico Meetings Industry Council formed an alliance, representing 12 associations and organisations to promote the segment and implement subject matter and language standards to appeal to an international market. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. Three steps to enhance your marketing strategy with recurrent events. What is MICE? - Meaning, Definition(S), Full Form(S) & ALL - Market Width Stakeholders in tourism: Who are they and why do they matter? What is the demand for outbound tourism on the European market? Entering the European market for MICE tourism products | CBI hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, 'cd309df3-49e8-4753-97d4-c88aba9b40af', {"useNewLoader":"true","region":"na1"}); A number of global events focus on MICE travel, especially the incentive niche, many of which are organized by Questex Travel Group (formerly MEET). Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. Large groups always traveled on business. It is important to focus on the local and regional markets in the short to medium term while the long-haul business travel market begins to recover. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. Make your buyers feel they are unique and your most important client. last a couple of hours) or long (e.g. It also provides rationale for support from government agencies in many countries. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. Individual business travellers also expect a high level of customer service, safe and comfortable transportation, clean and comfortable accommodations, whether facilities are luxury or more basic, and high-quality catering. MICE tourism is an important part of the tourism industry in the South American region. 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. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. Besides, one needs to go out there and explore. There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. It is a must to maintain an updated network of contacts and good relationships you your peers. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. There are several important companies and organisations that support the sector. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . Keith Hollinshead (2019) refers to it as tourism world-making, or the way in which a place or culture is marketed and/or presented to tourists. What is MICE? (Meetings, incentives, conferences & exhibitions) - EHL Many conferences may move towards a hybrid approach of online and physical attendance. Read on to learn what mice tourism is, how the MICE tourism industry has grown worldwide and why this type of tourism is so important! Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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. 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. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Business planners want to be especially reassured when dealing with their suppliers. In some cases, recruiting in-house can prove difficult if all competencies are to be met, hence the rise in Destination Management Companies (DMC) that have started to spring up worldwide. We can define MICE as unique market and type of travel and tourism. The European market potential for MICE tourism | CBI It generates employment throughout . MICE Travel: What, Why, and How | Tourism Tiger Looking from inside: what experts in the field say. What does MICE tourism consist of? 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. What competition will you face in the MICE tourism market? Take time to really find out what their needs are so you can effectively tailor your services to them. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. It involves not only the planning of large or smaller scale business events/fairs/exhibitions by venues and specialist conference organisers, but also the planning of trips for business professionals for meetings or a series of meetings, often by specialist travel management companies. They are Meetings, Incentive Travel, Conferences and Conventions, and Exhibitions. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Both markets are important depending upon your product. Esmat A. Zaidan. Thanks to this, you do not have to carry the documents,and do everything almost automatically and remotely,which in the end will allow you to travel without restrictions almost all over the world. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. PDF A Profitable Destination for Meeting Tourism Introduction to MICE Tourism - YouTube Creates employment opportunities in multiple associated sectors such as meeting planners, hospitality, venues, catering, logistics, transportation operators/providers, professional trade organisations, tourism board, tour operators and travel agents. We care about making events a sustainable experience and always keeping ourselves updated to encourage innovation. A full recovery to pre-pandemic levels is expected by 2025 and the value of the sector is projected to reach US$1,439.3 billion in the same year. Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. 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. Please review our market information disclaimer. This is far from true. Luxxury MICE is a business travel management company with offices in several locations including Mumbai and New Delhi, which designs bespoke corporate travel itineraries for the domestic and international market. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Think of it as an audience that could be accessible to any tour operator (provided you're interested in What are the prices for MICE tourism products on the European market?