Innovative creativity is needed to design original event concepts, select the right venues and market effectively. Both specialist operators and OTAs offer good opportunities. Conference organisers, accommodation providers and corporate travel management companies are keen to offer businesses added value to their customers through the provision of leisure opportunities. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. Incentive trips as a reward for an emplyee carrying out his or her professional activity. Technology innovation to support hosting virtual and hybrid events were being developed by venues and accommodation providers to support activities such as online registrations, live streaming and virtual reality booths. MICE travelers also usually spend 17.5% more than leisure tourists. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. (Meetings, incentives, conferences & exhibitions). 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. MICE events are useful for a no number of occasions. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. A closer look at the four pillars of MICE 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. This is good to engender customer confidence when considering travel. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. Copyright (c) 2021 McKinsey & Company. MICE tourism is an important part of the tourism industry in the South American region. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). According to a recent study carried out at European level, Spain is the leading destination for receiving MICE tourism, followed by France, Germany, Italy and the United Kingdom. MICE travelers also usually spend 17.5% more than leisure tourists. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. This will help you build up knowledge and experience of the sector and the needs of the customer. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. Through what channels can you get MICE tourism products on the European market? 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. 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. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Required fields are marked *. MICE travel has been badly affected by the COVID-19 pandemic. Take time to really find out what their needs are so you can effectively tailor your services to them. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Download the CBI study. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. Travellers are willing to travel beyond the business destination for leisure. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. As I mentioned before, globalisation has played a huge role in the growth of the MICE tourism industry and it is anticipated that this will continue well into the future. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. After all, what could be better for our ego than finding people who think like us? 150 types of tourism that are trending right now, Industry players in the MICE tourism sector. For the tourism sector: 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. What competition will you face in the MICE tourism market? Conferences are often important networking events and have been a prominent part of the business tourism industry to date. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. MICE creates huge trade and business value, economic value and also personal value. 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 tourism is a multifaceted industry, involving a number of tourism stakeholders. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Badalona Barcelona (Spain) Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. 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. Sustainability is embedded throughout its services and the operator is a Travelife Partner, meaning the operator is committed to sustainability and ready to work towards becoming fully certified. The order here is: this industry is relationship driven. Coordinating complex trip itineraries are important parts of business travel planning. Three steps to enhance your marketing strategy with recurrent events. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. A total of 23,093 news . Annual figures of international tourists visiting Spain for work reasons. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. However, never promise what you cant deliver. As a supplier, you will need to be professional and offer high-quality services to them. Organizing a MICE event will bring advantages to your company and its workers. Above all, the secret to be highlighted here is: whos the client? Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. Exhibitions are often large events involving large amounts of people. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. Furthermore, MICE tourism can encourage development in a destination, particularly in the areas of convention and exhibition centers, improvements of airports and other transport infrastructure and various urban renewal schemes. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. Usually, were speaking about decision-makers here. Explore vacation and types of tourism and learn about the . Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. . Nowadays, the MICE sector is in full swing. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. 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. Millennials are the key market currently for MICE. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. [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. We, human beings, tend to look for belonging and a sense of community. 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! Phone. There are several important companies and organisations that support the sector. 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. The MICE industry is a unique, stand-alone industry for the purpose of doing business. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . Actionable resources into the World of Hospitality, Business & Education, Browse our library of video content and webinars, Gain valuable insights from our reports & case studies, What is MICE? Tourism is also a major influence in how we see and understand the world. You must also establish new booking terms and conditions and clearly state what cancellation and waivers you will offer to your buyers during the pandemic. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). The alliance also works to improve the professionalism and sustainability of the sector. 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. are recommending the use of "events industry" to be an umbrella term . [citation needed]. 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. 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. However, the approach to this market is fundamentally different from that of leisure tourism. You should consider purchasing the ISO 20121 if it is suitable for your business. 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. What is the demand for outbound tourism on the European market? Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. 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. Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. 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 addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. 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. 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. Looking from inside: what experts in the field say. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. Are knowledgeable, professional, and prepared. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. The study includes detailed information about revising terms and conditions to help you amend yours. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. The successful business we have generated has been due to consistent marketing efforts in the European and regional markets, and includes medical professionals, NGOs such as Rotary International, and local companies. This is far from true. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. Your e-mail They have tons of updated info to help event pros and students to keep up to date. They are often in the form of trade shows. You must keep abreast of current restrictions and how they are changing. Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! However, dont take it for granted. Switzerland, all In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. 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. 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. 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. This study examines the role of MICE destination attributes on the formation. 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. Stakeholders in tourism: Who are they and why do they matter? The MICE industry is working to improve its sustainability credentials to meet the needs of a traveller base that seeks to minimise its impact on the destination. Make sure your website is appealing to businesses and individuals. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. Every European country has different rules and you should do your own research to find out what they are. In some countries, MICE is called Business Events. 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. MICE tourism is an important part of the tourism industry in the South American region. 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. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. Benidorm a Finestrat. This represented a contribution of 1.5% of the national GDP. 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. Mexico City and Cancun in the Mexico Caribbean region are MICE hotspots on account of excellent facilities including numerous 4 and 5 star hotels and venues. There have been more conferences organised and more exhibitions in recent years than ever before. Sometimes, reasons people gather can also be Ideology. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . Visits to branch offices or headquarters of the company. If we focus on cities, we see how Spain has two cities in the top 10 of the best destinations for business tourism, Barcelona occupying second place, and Madrid sixth. 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. Meetings can be short in duration (e.g. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. Enter search terms to find market research. Exhibitions provide an opportunity for businesses to showcase their products or services. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. . Well, in this article I am going to change that! Who are MICE travelers and what they look for. Thus, creating the possibility of exchange of information among this number of people is fundamental. It generates employment throughout . Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. Please review our market information disclaimer. 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). 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. 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. 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? They ignite and model each other in a cycle that, when successful, can transform places. Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. What impact does it have on Spanish tourism? MICE tourism is any tourism related with business trips for meetings, incentives, corporate events, seminars, congresses the principal element is the motivation of those in the world of work by shifting from one location to another. Jun 2015. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. Still, they have slight differences among themselves. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. It also indicates the scope of the challenges which must be met in coordinating the activities of different stakeholders to ensure that the MICE tourism industry is sustainable and effectively managed. 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Esmat A. Zaidan. MICE products are usually tailor-made as no two meetings or events are the same. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). Nothing to do with pest control, everything to do with business-minded travel. Figure 3: Changing Face of Business Travel Accommodation. 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.