The MICE Industry can be broken down into four big groups. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. Each one of these agents need to be in mind when planning incentive trips. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. Please review our market information disclaimer. 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. 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. What requirements must MICE tourism products comply with to be allowed on the European market? Rachel Ward, Going Places Tours & Travel Zambia. 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. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. The website is translated into Chinese and English. European tour operators that sell MICE products to European business tourists are bound by strict regulations to ensure the safety of their travellers and to protect them financially. The successful business we have generated has been due to consistent marketing efforts in the European and regional markets, and includes medical professionals, NGOs such as Rotary International, and local companies. Association, 2009). Other industry educators [who?] Mexico City and Cancun in the Mexico Caribbean region are MICE hotspots on account of excellent facilities including numerous 4 and 5 star hotels and venues. Many business travellers like to choose and book their own accommodations and opt to stay in locally run boutique hotels, private homes, bed and breakfasts (B&Bs) or guesthouses instead of large chain hotels. You must be clear about the protocols and standards that you have in place to protect visitors. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. Coordinating complex trip itineraries are important parts of business travel planning. 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! 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? 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! MICE tourism is a part of the business tourism industry. 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. Both markets are important depending upon your product. 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. Exhibitions provide an opportunity for businesses to showcase their products or services. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. Make sure your website is appealing to businesses and individuals. In fact,commercial travel and MICE events go back to the Middle Ages. 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. You must keep abreast of current restrictions and how they are changing. Meetings are typically held in hotel conference rooms or at convention centers. MICE travelers are often keen to try a stay-cation. 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. 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? It is a must to maintain an updated network of contacts and good relationships you your peers. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); Address : Ctra. Organizing a MICE event will bring advantages to your company and its workers. 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. MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. 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. MICE creates huge trade and business value, economic value and also personal value. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . The requirements that European tour operators have for MICE travel products in developing countries cover the following: As a first step, you should read the CBIs What requirements must tourism services comply with to be allowed on the European market and familiarise yourself with the comprehensive details of legal, non-legal and common requirements. Easy access is the top priority for business travel planners, Planners often rely on existing networks, especially Associations that have a network of offices/locations, Planning and scheduling, often several months in advance, or longer, Transportation options air, train, road, Accommodation, for example hotel, B&B, guest house, local accommodation suppliers such as Airbnb, Booking.com, Venues, such as exhibition centres, sporting venues, conference halls, meeting rooms for hire, offices, museums, Facilities technology available, other meeting needs. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. Despite involving different sizes and complexities, all of these event types got one thing in common. 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. For the future, India is well-placed to increase bleisure offers its exceptionally rich culture and heritage gives multiple opportunities to provide the business traveller a wide range of unique experiences. Now a more important role is being taken on in MICE tourism by the possibility of staging hybrid events which combine face to face and digital components (also pending the development of the metaverse as a far more down to earth idea than the current one) and a greater awareness of the worker in matters such as safety, health and sustainability. What are the prices for MICE tourism products on the European market? Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. 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. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. 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. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. 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. +34 932 749 515 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. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. 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. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. MICE products are usually tailor-made as no two meetings or events are the same. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. 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). Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. The acronym MICE is a general term for the events industry itself. Collaborate with local operators to offer bleisure experiences. The operator is a member of several associations including the Association of the Indonesia Inbound Tour Operators Association (INTOA) and Pacific Asia Travel Association (PATA). [citation needed] Today it is usually used to boost hotel revenue. Well, in this article I am going to change that! Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. These numbers make MICE tourism one of the main sectors within the tourism industry. Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. What does MICE tourism consist of? In October and November 2020, the Ministry of Tourism and Creative Economy (MoTCE) organised the Indonesia Corporate Travel and MICE B2B tradeshow in five cities: Jakarta, Bali, Yogyakarta, Malang (East Java) and Bogo (West Java). We care about making events a sustainable experience and always keeping ourselves updated to encourage innovation. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. It generates employment throughout . Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. Key takeaways 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. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. What Is Educational Tourism And Why Is It So Important? The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. The website is published in English and Russian. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. more information Accept. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. What are the requirements for tourism services in the European market? To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. This represented a contribution of 1.5% of the national GDP. MICE Tourism has a series of distinctive characteristics that set it apart from the remaining subsectors of tourism6: The concentration of the convening of meetings, congresses, conventions, fairs and other corporate events held during the rest of the year, reflecting mostly Looking at that, its easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. 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. Explore vacation and types of tourism and learn about the . The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). 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. 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. Travellers are willing to travel beyond the business destination for leisure. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. Incentive travel refers to travel that intends to motivate or reward company stakeholders. Reasons why MICE professionals and brand delegates love live events. 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. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. Take time to really find out what their needs are so you can effectively tailor your services to them. 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. Below, I have provided an explanation of each component of MICE: Mice tourism includes any types of travel for the purpose of a meeting(s). As a supplier, you will need to be professional and offer high-quality services to them. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. The strategic agreements covered exchange of best practice, joint promotional campaigns and sharing of key information for mutual benefit. The researched issue concerns building of an attractive image of the MICE tourism destinations. They are Meetings, Incentive Travel, Conferences and Conventions, and Exhibitions. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. Every European country has different rules and you should do your own research to find out what they are. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. 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. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of tourism in which large groups, usually planned well in advance, are brought together. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. Mexico is an emerging market in the business travel sector. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. 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. What is MICE. And that also includes selecting appealing destinations. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. 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. Tourism involves travel both locally and internationally. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). As part of MICE, bleisure travel is also less seasonal than general leisure travel, which makes it a good year-round travel product. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. 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? 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. 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 expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. What is the demand for outbound tourism on the European market? Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Constructing high-quality content that provides valuable information about topics related to your tourism business . Many countries now use an electronic visa system, i.e. 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. As you will imagine, Madrid and Barcelona are at the top of the ranking. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of tourism in which large groups, usually planned well in advance, are brought together. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. These visitors are clearly attending to events to execute this particular activity. Are flexible. Badalona Barcelona (Spain) 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. 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. Six criteria, including MICE tourism, MICE green event, MICE sustainability, MICE green practices, sustainable event, and the characteristic green event addressed in the papers, were used to evaluate the published papers using a systematic content analysis review method. Audit your current trips to identify those that might be suitable to adapt for business travellers. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. 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 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. [citation needed]. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. 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. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. 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. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. Thus, creating the possibility of exchange of information among this number of people is fundamental. Nothing to do with pest control, everything to do with business-minded travel. 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. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. European buyers are very keen to work with suppliers who have one or both and you should consider how to promote your sustainability actions as a tour operator. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. 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 far from true. 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. MICE events are useful for a no number of occasions. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. 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 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.
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