Agree by clicking the 'Accept' button. [citation needed]. Traditionally, MICE encompasses mostly business events. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. Every European country has different rules and you should do your own research to find out what they are. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Organizing a MICE event will bring advantages to your company and its workers. 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. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . Thus, MICE events are considered one of the main solutions for the seasonality of destinations. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. 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. It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. 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. Who are MICE travelers and what they look for. 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. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. are recommending the use of "events industry" to be an umbrella term . Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. Download the CBI study. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. However, never promise what you cant deliver. Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. Large groups always traveled on business. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. The researched issue concerns building of an attractive image of the MICE tourism destinations. 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. However, dont take it for granted. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. Exhibitions provide an opportunity for businesses to showcase their products or services. The MICE industry has now become one of the most significant contributors to the tourism sector. 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 Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. 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. As we will see in the following section, the reality of business tourism from 2020 has suffered a setback as a result of the Covid 19 health crisis.Although 2023 is forecast to be the year when there is a return to the previous figures, 2019 and before can give us a clear indication as to the importance of business tourism in Spain. Technologies that support these will be highly sought after. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. Jun 2015. rights They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. MICE tourism is a part of the business tourism industry. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. Millennials are the key market currently for MICE. 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. Smaller events and individual business travellers are the easiest and most convenient to target. 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. Association, 2009). So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. Explore vacation and types of tourism and learn about the . 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. Three steps to enhance your marketing strategy with recurrent events. You must keep abreast of current restrictions and how they are changing. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. As a business you can play a role in the facilitation of the event itself, or . Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. Required fields are marked *. Lets say: a company that spies their competitors must be present to the events where theyll be. MICE travel typically refers to corporate groups traveling with a particular motive in mind, whether that would be to attend an international meeting, enjoy the benefits of an incentive trip, participate in a conference or conventions, etc. 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. Which trends offer opportunities or pose threats on the European outbound tourism market? Looking from inside: what experts in the field say. The Meetings, Incentives, Conventions and Exhibitions (MICE) sector of tourism is rapidly expanding worldwide. Incentive trips as a reward for an emplyee carrying out his or her professional activity. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. Since 1841, with the displacement of 540 people to the annual congress of the Antialcoholic Association, MICE tourism has not stopped growing and still has great potential for development. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. 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. 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. Firstly, buyers of MICE travelers usually are professional associations or corporations. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. 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. I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, Many conferences may move towards a hybrid approach of online and physical attendance. 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. 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). Artem has a doctor of veterinary medicine degree. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. 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. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. 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. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. 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. You should understand what these regulations are. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. There are numerous specialist operators on the European market. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. The MICE industry is a unique, stand-alone industry for the purpose of doing business. The acronym MICE is a general term for the events industry itself. The order here is: this industry is relationship driven. 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. They often include not only key members of the organization, but also guest speakers and the general public. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. Both markets are important depending upon your product. 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. For tips on doing business with European buyers, consult CBIs study. How to choose a keynote speaker for your corporate event. Reasons why MICE professionals and brand delegates love live events. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. The increase in demand for bleisure experiences (defined as leisure mixed with business) offers local tour operators significant opportunities to develop suitable products for the market. 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. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. MICE tourism is known for its extensive planning and demanding clientele. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. Collaborate with service providers including accommodation, conference organisers, venues and corporate travel management companies to ensure your packages are included in information or offers they provide to business travellers. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. The continuing MICE tourism industry growth (whether physically or online) shall have a positive impactin the growth of businesses, cities and destinations around the world. According to the Brazilian Association of Events Companies (ABEOC Brazil), there are around 10,000 venues available for hire, and the MICE industry generates more than R$ 67 billion (11 billion) annually. A total of 23,093 news . The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. 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. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). Meetings can be short in duration (e.g. e-visa. Usually, were speaking about decision-makers here. 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! Many countries now use an electronic visa system, i.e. 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. Meeting is a gathering of two or more . 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