Are knowledgeable, professional, and prepared. In fact,commercial travel and MICE events go back to the Middle Ages. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. Reasons why MICE professionals and brand delegates love live events. Your email address will not be published. . The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. You must keep abreast of current restrictions and how they are changing. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. We, human beings, tend to look for belonging and a sense of community. 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. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. [2] MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. Although we have already spoken extensively about the types of MICE events in the article on types of corporate events, it is useful to review certain particularities of each one. 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. There are numerous specialist operators on the European market. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. 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. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. 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). It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Mexico is an emerging market in the business travel sector. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Which trends offer opportunities or pose threats on the European outbound tourism market? Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. Did you know that around 25% of travel is accounted for by business trips? Tourism involves travel both locally and internationally. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. [citation needed] Today it is usually used to boost hotel revenue. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. As a supplier, you will need to be professional and offer high-quality services to them. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. Of the annual events, these are some of the most prominent in the industry around the world: hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, '6659b881-caf6-4607-82dc-41f1b39bca1b', {"useNewLoader":"true","region":"na1"}); Got a story to share? In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . Along with the above, the opportunities for These numbers make MICE tourism one of the main sectors within the tourism industry. Technologies that support these will be highly sought after. What are the prices for MICE tourism products on the European market? 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. Jun 2015. In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. 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. 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. 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. Benidorm a Finestrat. rights Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. They often include not only key members of the organization, but also guest speakers and the general public. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Many countries now use an electronic visa system, i.e. MICE creates huge trade and business value, economic value and also personal value. Meeting is a gathering of two or more . 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. As we are already familiar with the most important aspects of business tourism, let us see examples of what the most common activities and principal motives are for business trips in Spain. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. info@dextailstands.com, This website uses cookies to analize the visits and to give you the best experience. 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. MICE travel has been badly affected by the COVID-19 pandemic. Smaller events and individual business travellers are the easiest and most convenient to target. Flexibility is an important factor that business planners will be looking for from their suppliers. [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 website is published in English and Russian. Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. 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! Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. 2006; Fenich, 2008). Firstly, buyers of MICE travelers usually are professional associations or corporations. The Bottom Line. Download Visit Britains guide to using sustainability to promote your business. [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. 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. This represented a contribution of 1.5% of the national GDP. Meetings are typically held in hotel conference rooms or at convention centers. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. This will give you plenty of time to prepare for the safe return of European MICE travellers. This will help you build up knowledge and experience of the sector and the needs of the customer. Not spying in an illegal way. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. 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. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. Its calculated that over 800 conventions take place in the city-state every year. Conclusion. But who are these traveler and what they look for? 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? You should understand what these regulations are. Both markets are important depending upon your product. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. MICE events are useful for a no number of occasions. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Besides, one needs to go out there and explore. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. 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. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. Copyright (c) 2021 McKinsey & Company. Millennials are the key market currently for MICE. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Exhibitions and B2B fairs to network, find new business suppliers/providers. This study has been carried out on behalf of CBI by Acorn Tourism Consulting Limited. The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. 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. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . 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. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. We can define MICE as unique market and type of travel and tourism. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. 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. Most European countries identify other countries as green, amber or red list destinations, with red list countries subject to the strictest regulations, such as compulsory quarantine in government facilities and travel for leisure being forbidden. (Meetings, incentives, conferences & exhibitions). Reprinted by permission. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. The website is translated into Chinese and English. However, never promise what you cant deliver. Its website features FAQs for corporate planners and brochure downloads for MICE and Team Building (both in Spanish only). 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. 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. 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. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. The MICE industry size was valued at $805 billion in 2017 and was expected to grow at a CAGR of 7.6% to reach $1,439.3 billion by 2025. 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. Put together a range of two- to four-day post-conference/event programmes that include a variety of activities such as culinary, sightseeing, outdoor activities. Organizing a MICE event will bring advantages to your company and its workers. However, the approach to this market is fundamentally different from that of leisure tourism. Exhibitions provide an opportunity for businesses to showcase their products or services. A closer look at the four pillars of MICE They ignite and model each other in a cycle that, when successful, can transform places. Let us take a look. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. 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. Leisure events like concerts or festivals fall into a different category. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. The operator attends a range of tourism industry events in both China and the UK, including WTM London and the World Travel Fair in Shanghai. For tips on doing business with European buyers, consult CBIs study. 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). What requirements must tourism services comply with to be allowed on the European market, Global Business Travel Association (GBTA), four in 10 business travellers planning to fly less, How to respond to COVID-19 in the tourism sector, Tour Operators - Global Protocols for the New Normal, the importance of health and safety in business tourism, 10 tips for doing business with European tourism buyers, ISO (International Organization for Standardization), How can tour operators contribute to sustainable tourism, Market and communicate your green credentials, 7 tips for hotels looking to attract more bleisure travellers, How to be a successful tourism business online, 10 tips for finding buyers on the European tourism market, business travel-ready Airbnb listings can generate more revenue, Indonesia Inbound Tour Operators Association (INTOA), The European market potential for MICE tourism. Other points that are highly valued among professionals and attendees are innovation, sustainable solutions, easy access to information and reservations, and the importance of having our own technological and production teams instead of the event. The current situation of the sector after the stoppage of the pandemic and in the context of the war in Ukraine, is being moderately positive since beyond the uncertainty and the logistical problems that are being caused, there are no significant cancellations or modifications of dates in scheduled events. In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings.