Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. 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. Download Visit Britains guide to using sustainability to promote your business. Traditionally, MICE encompasses mostly business events. Exhibitions provide an opportunity for businesses to showcase their products or services. Required fields are marked *. This segment is fundamental in the tourism model outlined by the capital in its 2021-2023 Strategic Tourism Plan, due to the characteristics of MICE visitors as well as their distinct impact on the entire value chain. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. That pretty much sums up how professionals in the field are in love with what they do. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. In some countries, MICE is called Business Events. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. This process of marketing and bidding is normally conducted well in advance of the event, often several years, as securing major events can benefit the local economy of the host city or country. Impacts and Benefits of MICE Tourism: A Framework for Analysis Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Both markets are important depending upon your product. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. Examples include. 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. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. The 2022 numbers show that tourism is back in Cologne. 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. 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. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. Many conferences may move towards a hybrid approach of online and physical attendance. It also offers bespoke tours to leisure travellers. 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. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. 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. Explore vacation and types of tourism and learn about the . Coordinating complex trip itineraries are important parts of business travel planning. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. 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. Firstly, buyers of MICE travelers usually are professional associations or corporations. [citation needed] Today it is usually used to boost hotel revenue. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. Annual figures of international tourists visiting Spain for work reasons. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. Which trends offer opportunities or pose threats on the European outbound tourism market? Incentive travel refers to travel that intends to motivate or reward company stakeholders. 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. 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. 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. Characteristics and Temporal Trends of Regional Tourism Along the These visitors are clearly attending to events to execute this particular activity. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. 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). Meetings are typically held in hotel conference rooms or at convention centers. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . s/n,Partida del Moralet, 03502 Benidorm, Alicante, Espaa, Phone : +34 96 500 43 00Email : comercial@grandluxorhotel.com, This site is protected by reCAPTCHA and the Google, Meetings with partners, clients or workers, Attending corporate events related with the workers activity (congresses, seminars, fairs, showrooms). You can then assess where the gaps in the market are and how you can add value to your product to generate more sales. They often include not only key members of the organization, but also guest speakers and the general public. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. The alliance also works to improve the professionalism and sustainability of the sector. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. You should understand what these regulations are. Three steps to enhance your marketing strategy with recurrent events. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. What impact does it have on Spanish tourism? Research events venues in your destination and make contact to see how you can add your business to the supplier listings. (Meetings, incentives, conferences & exhibitions). MICE destinations must have four criteria for MICE destinations, namely accessibility, attractions, amenities and human resources and support from local stakeholders. 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. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Audit your current trips to identify those that might be suitable to adapt for business travellers. Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. It also provides rationale for support from government agencies in many countries. MICE tourism is a part of the business tourism industry. They ignite and model each other in a cycle that, when successful, can transform places. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. Looking at that, its easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. Reasons why MICE professionals and brand delegates love live events. MICE travelers also usually spend 17.5% more than leisure tourists. 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. Lets say: a company that spies their competitors must be present to the events where theyll be. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Key takeaways The MICE Industry can be broken down into four big groups. 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. 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 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 will likely result in the continued decrease of travel for the purpose of meetings in the coming years. Include a blog on your website and publish content that provides valuable information for your target audience: According to Ascend2, 72 percent of marketers say that creating relevant content was the most effective SEO tactic. Examples of travel and tourism related conferences include: Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. 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. 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. 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. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. This is far from true. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. If you are looking for a way to motivate your staff and enhance productivity, retention and output throughout your business, then incentive travel is often a worthwhile investment. Many countries. A DMC aims to offer the full range logistic services in their specialist destinations: meet & greet, transfers & transportation, hotel accommodation, restaurants, activities, excursions, conference venues, themed events and gala dinners. 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. Copyright (c) 2021 McKinsey & Company. Association for Tourism and Leisure Education and Research annual conference, Business tourism explained: What, why and where, Workation explained: What it means and how it works, The most attractive countries offering the digital nomad visa, 30 fascinating facts about the deserts of Arizona, 16 Fascinating Facts About Boreal Forests, 30 magnificent things Michigan is known for, It facilitates the access to new technology, It provides high yield and return per capita, It enhances the international economic contact, Transport providers (international and domestic), Those who provide pre- and post-conference tour opportunities, Staff at specific venues purpose built centres and hotels, Professional conference and exhibition organisers andcatering services, Social program leaders for delegates and participants, Specialised technical support such as audiovisual services. 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). In June 2021, the GBTA was calling for action and coordination to safely re-open travel across Europe. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. 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. How to choose a keynote speaker for your corporate event. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. You should be prepared to negotiate. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. Tourism - Enterprise Greece The European market potential for MICE tourism | CBI The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Sometimes, reasons people gather can also be Ideology. PDF A Profitable Destination for Meeting Tourism Let us take a look. It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. The study includes detailed information about revising terms and conditions to help you amend yours. MICE comprises four event subfields. 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. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. MICE tourism is a part of the business tourism industry. We can define MICE as unique market and type of travel and tourism. Nowadays, the MICE sector is in full swing. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. Through what channels can you get MICE tourism products on the European market? MICE travel has been badly affected by the COVID-19 pandemic. What are the requirements for tourism services in the European market? Thus, MICE events are considered one of the main solutions for the seasonality of destinations. Your main competition is other providers selling similar products. 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. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. 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. They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. 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. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Who are MICE travelers and what they look for. 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. MICE products are usually tailor-made as no two meetings or events are the same. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. MICE is a very particular type of tourism. PDF Meetings Tourism: Conceptualisation and Regional Vision Along with the above, the opportunities for The website is translated into Chinese and English. Honesty and integrity are equally important. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. In other words, that represents 8.5% of all the top international events in the planet. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). There are several important companies and organisations that support the sector. Every European country has different rules and you should do your own research to find out what they are. 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. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. What is MICE. 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. 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 European poll found that changing habits during the pandemic and concern over climate change led to four in 10 business travellers planning to fly less. Conclusion. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. MICE Tourism: what is it and what these travelers look for. Association, 2009). So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. This represented a contribution of 1.5% of the national GDP. MICE tourism is an important part of the tourism industry in the South American region. 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. Its calculated that over 800 conventions take place in the city-state every year. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. You should consider purchasing the ISO 20121 if it is suitable for your business. But as well, their demands and expectations might also be one level higher. 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. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. 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. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. As part of MICE, bleisure travel is also less seasonal than general leisure travel, which makes it a good year-round travel product. 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. +34 932 749 515 Millennials are the key market currently for MICE. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. Introduction to MICE Tourism - YouTube 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). 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. 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. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. 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. 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. Characteristic of Green Event Practices in MICE Tourism: A - HRMARS 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. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. 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 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 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. 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. Large groups always traveled on business. 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 study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. In fact,commercial travel and MICE events go back to the Middle Ages. This study examines the role of MICE destination attributes on the formation. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. 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.

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