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We can define MICE as unique market and type of travel and tourism. 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. 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. The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. 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. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. Considerable market research has been conducted in 2021 to anticipate how the MICE and business travel market might evolve post-pandemic, and most findings are broadly optimistic about the future of the sector. 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. The growing trend for including leisure activities whilst on a business trip (bleisure) offers numerous opportunities for local tour operators to enter the market and develop leisure tourism experiences for business travellers. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. [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. This will help you build up knowledge and experience of the sector and the needs of the customer. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. 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. Who are MICE travelers and what they look for. This ranges from small meeting to large meetings. Not spying in an illegal way. 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. It also provides rationale for support from government agencies in many countries. Thus, creating the possibility of exchange of information among this number of people is fundamental. As a supplier, you will need to be professional and offer high-quality services to them. You must keep abreast of current restrictions and how they are changing. Distance to travel will have the largest impact on time to recover. 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. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. 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. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. 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. There are numerous specialist operators on the European market. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. 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. MICE Tourism: what is it and what these travelers look for. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . Both markets are important depending upon your product. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. The MICE industry has now become one of the most significant contributors to the tourism sector. Traditionally, MICE encompasses mostly business events. It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. 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. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. 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. We, human beings, tend to look for belonging and a sense of community. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. 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. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. You should be prepared to negotiate. 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. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. 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. Exhibitions provide an opportunity for businesses to showcase their products or services. MICE comprises four event subfields. By contrast, associations are often not-for profit, host large conferences and events for their members, which are complex and take a long time to plan. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. In the short to medium term, local operators in the MICE sector should focus on local and regional markets, as there will be more opportunities for them. 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. 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. 2006; Fenich, 2008). Company trips improve the work environment and help build a strong work team. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. This convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. 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! These visitors are clearly attending to events to execute this particular activity.