It encompasses four niche areas, which are: Meetings Incentive travel Coferences Exhibitions 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! Through the last decades, they generated long-term economic growth and development to their destinations. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. The Meetings segment is the largest of the four. MICE tourism can be beneficial to a destinations economy. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. What is MICE. 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. In the future however, it is highly anticipated that both Millennials and Gen Z will be important growth markets for the sector, and also for bleisure. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. 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. WeChat, the communications and retail platform, has been optimised to include features such as event registration and payment, real-time customer service and feedback, and onsite social engagement. That pretty much sums up how professionals in the field are in love with what they do. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. 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. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); Address : Ctra. This will give you plenty of time to prepare for the safe return of European MICE travellers. MICE tourism is known for its extensive planning and demanding clientele. [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. 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. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. The strategic agreements covered exchange of best practice, joint promotional campaigns and sharing of key information for mutual benefit. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. Tourism is also a major influence in how we see and understand the world. What is MICE Event Management Philippines - EXLINKEVENTS Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. Key takeaways More than one quarter of business travellers are prioritising alternative modes of transport such as car and train, over air travel, and travel managers have a stronger focus on offering products that are sustainable. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. 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. [citation needed] Today it is usually used to boost hotel revenue. The MICE industry is a unique, stand-alone industry for the purpose of doing business. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Distance to travel will have the largest impact on time to recover. 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. Coordinating complex trip itineraries are important parts of business travel planning. 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 travelers also usually spend 17.5% more than leisure tourists. Tourism Marketing: 4 Strategies to Attract More Tourists MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). This is good to engender customer confidence when considering travel. It also provides rationale for support from government agencies in many countries. 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. 2023 EHL Hospitality Business School, Having recovered from the harshest phase of the worldwide pandemic, MICE tourism looks forward to recovering the 2019 figures in the year 2023.However, an adjusted vision of the global economy and distant events could modify certain habits which MICE tourism had been developing. MICE tourism is an important part of the tourism industry in the South American region. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. [1] Other industry educators[who?] Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. Phone. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. The website is published in English and Russian. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. 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. It has provided services for a range of corporate clients, many of which are featured on its website, and features a range of gallery images to showcase its products. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Incentive travel refers to travel that intends to motivate or reward company stakeholders. Research events venues in your destination and make contact to see how you can add your business to the supplier listings. The European market potential for MICE tourism | CBI Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. Well, in this article I am going to change that! For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. MICE products are usually tailor-made as no two meetings or events are the same. 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. 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! Thus, creating the possibility of exchange of information among this number of people is fundamental. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. Nowadays, the MICE sector is in full swing. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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. There have been more conferences organised and more exhibitions in recent years than ever before. Despite involving different sizes and complexities, all of these event types got one thing in common. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. 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. Honesty and integrity are equally important. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. 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. 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. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. 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. Training, exchange of expertise or networking among workers of the same sector. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. The researched issue concerns building of an attractive image of the MICE tourism destinations. Your main competition is other providers selling similar products. What does MICE tourism consist of? It also offers bespoke tours to leisure travellers. Research by American Express in the 2021 Global Meetings and Events Forecast identified pent-up demand for the resumption of face-to-face business tourism in a safe environment. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. Organizing a MICE event will bring advantages to your company and its workers. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. Badalona Barcelona (Spain) 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. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. How to choose a keynote speaker for your corporate event. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. Individual business travellers cross all the major consumer groups of Baby Boomers, Gen X, GenY/Millennials and the newest generation to enter the workforce, Gen Z. Millennials travel most for business, and are very keen to do so. Both markets are important depending upon your product. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Travellers are willing to travel beyond the business destination for leisure. The website is translated into Chinese and English. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. Who are MICE travelers and what they look for. The MICE industry is dominated by Europe and the Asia Pacific regions, which together account for a 70% share of the value of the market for both domestic and international travellers. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. A trend that is particularly popular among younger business travellers, online travel operator (OTA) Airbnb states that 15% of customers are booking for business travel. 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. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. All rights reserved. Incentive trips as a reward for an emplyee carrying out his or her professional activity. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? 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. PDF A Profitable Destination for Meeting Tourism +34 932 749 515 But as well, their demands and expectations might also be one level higher. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. Visits to branch offices or headquarters of the company. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. MICE tourism is a part of the business tourism industry. 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. 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. They often include not only key members of the organization, but also guest speakers and the general public. It is a must to maintain an updated network of contacts and good relationships you your peers. What impact does it have on Spanish tourism? | Travel Is The Best Education! After all, what could be better for our ego than finding people who think like us? Theyre all strongly related to business travel. The Bottom Line. The expenditure of MICE travelers is much higher than leisure travelers, with profitable customers coming from the world of IT, banking, pharmaceuticals, retail and hospitality. a week or more). 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. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. Tourism: Characteristics & Types - Video & Lesson Transcript - Study.com Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Meetings can be short in duration (e.g. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. 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. There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. 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. Benidorm a Finestrat. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. They have tons of updated info to help event pros and students to keep up to date. This represented a contribution of 1.5% of the national GDP. 2 -SWOT analysis of tourism planning and development in Dubai 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. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. What Is Educational Tourism And Why Is It So Important? Each one of these agents need to be in mind when planning incentive trips. 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 latest Convention Industry Council report claimed that 85% of meetings in the U.S. are conducted at venues with lodging, generating more than 275 million room nights annually. 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. It generates employment throughout . MICE travelers also usually spend 17.5% more than leisure tourists. In addition, almost 60% of companies encourage their employees to extend their business trips on account of the added benefits that a satisfied employee can bring to the productivity of the business. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. We, human beings, tend to look for belonging and a sense of community. Are flexible. Firstly, buyers of MICE travelers usually are professional associations or corporations. Mexico is an emerging market in the business travel sector. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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. We care about making events a sustainable experience and always keeping ourselves updated to encourage innovation. Flexibility is an important factor that business planners will be looking for from their suppliers. 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. Its a compromise of keeping up with the latest trends and not staying left behind. The order here is: this industry is relationship driven. Agree by clicking the 'Accept' button. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. However, the approach to this market is fundamentally different from that of leisure tourism. The 2022 numbers show that tourism is back in Cologne. 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. 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. The operator works with a range of different suppliers including hotels and conference centres, corporate meeting planners, catering suppliers, accommodation providers, incentive houses and trade organisations. Research has shown that health and safety while on a business trip is more than twice as important for business travellers than meeting their corporate goal. 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. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. Artem has a doctor of veterinary medicine degree. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. You can download WTTCs Tour Operators - Global Protocols for the New Normal for more details about the protocols for the MICE segment and decide whether to apply for the Safe Travels Stamp Application. Constructing high-quality content that provides valuable information about topics related to your tourism business . So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. 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. 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. 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? This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector.