After all, what could be better for our ego than finding people who think like us? 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. Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. 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. Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. Badalona Barcelona (Spain) The MICE customer has high expectations for high-quality services and personalised customer service. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. The MICE industry has now become one of the most significant contributors to the tourism sector. In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. 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. Did you know that around 25% of travel is accounted for by business trips? Agree by clicking the 'Accept' button. 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. You should understand what these regulations are. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. Well, in this article I am going to change that! If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). 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. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. Leisure events like concerts or festivals fall into a different category. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. 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! In some countries, MICE is called Business Events. Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. 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. MICE is a very particular type of tourism. A big part of the tourism and hospitality industry is MICE tourism. 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. This is far from true. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. 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. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. The United Kingdom and Germany are the biggest European markets. MICE comprises four event subfields. This ranges from small meeting to large meetings. 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. Tourism involves travel both locally and internationally. 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. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . Download the CBI study. Convention bureaus may offer financial subsidies to attract MICE events to their city. However, dont take it for granted. 150 types of tourism that are trending right now, Industry players in the MICE tourism sector. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. What are the prices for MICE tourism products on the European market? MICE tourism is known for its extensive planning and demanding clientele. 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. Jun 2015. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. (Meetings, incentives, conferences & exhibitions). 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). Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. 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. 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. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. The expenditure of MICE travelers is much higher than leisure travelers, with profitable customers coming from the world of IT, banking, pharmaceuticals, retail and hospitality. Meetings can be short in duration (e.g. It is characterized by its seasonality (these trips occur without distinction throughout the year) and its great economic impact, since on average they generate 30% more spending than holiday or leisure tourists. 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. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. 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 Take time to really find out what their needs are so you can effectively tailor your services to them. 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. last a couple of hours) or long (e.g. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. Business planners want to be especially reassured when dealing with their suppliers. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. | Travel Is The Best Education! Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. . Innovative creativity is needed to design original event concepts, select the right venues and market effectively. The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. A full recovery to pre-pandemic levels is expected by 2025 and the value of the sector is projected to reach US$1,439.3 billion in the same year. Think of it as an audience that could be accessible to any tour operator (provided you're interested in Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. 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. What impact does it have on Spanish tourism? Annual figures of international tourists visiting Spain for work reasons. A closer look at the four pillars of MICE 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. Research events venues in your destination and make contact to see how you can add your business to the supplier listings. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Collaborate with local operators to offer bleisure experiences. 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. Not spying in an illegal way. 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. Both markets are important depending upon your product. Your main competition is other providers selling similar products. They ignite and model each other in a cycle that, when successful, can transform places. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. MICE Tourism: what is it and what these travelers look for. Phone. a week or more). As MICE event has a limited duration, it can boost the economy of a whole city, country or region. Meetings are typically held in hotel conference rooms or at convention centers. Each one of these agents need to be in mind when planning incentive trips. 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. Large groups always traveled on business. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. For the Event Planner, DMC, PCO, or Live Marketing Agency, the customer is a corporation or association in the pursue of having a successful event organized. These visitors are clearly attending to events to execute this particular activity. Many countries. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. 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. They often include not only key members of the organization, but also guest speakers and the general public. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Every European country has different rules and you should do your own research to find out what they are. 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. Arminas Travel is a destination management company in Mexico that offers a range of services for the MICE market including ground services and tours, gala dinners and theme parties, and team building experiences. Lack of motivation is one of the problems that most affects companies in Brazil. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. 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. Let us take a look. Audit your current trips to identify those that might be suitable to adapt for business travellers. Sometimes, reasons people gather can also be Ideology. Reasons why MICE professionals and brand delegates love live events. 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. 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. Benefit trips connected with the corporate social responsibility of the company. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. Nowadays, the MICE sector is in full swing. 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. Your e-mail Theyre all strongly related to business travel. 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. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. Looking from inside: what experts in the field say. What competition will you face in the MICE tourism market? The study includes detailed information about revising terms and conditions to help you amend yours. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. Constructing high-quality content that provides valuable information about topics related to your tourism business . An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. But as well, their demands and expectations might also be one level higher. 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! There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. Exhibitions provide an opportunity for businesses to showcase their products or services. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. Keith Hollinshead (2019) refers to it as tourism world-making, or the way in which a place or culture is marketed and/or presented to tourists. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. 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 MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. Besides, one needs to go out there and explore. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. [1] Other industry educators[who?] This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. 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). 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. She completes: And to understand the clients needs, you need to interpret beyond what they say.. As you will imagine, Madrid and Barcelona are at the top of the ranking. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. 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. 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. 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. This figure hints at the true dimension of a type of tourism, MICE tourism, destined to be one of the backbones of the service sector worldwide. But who are these traveler and what they look for? MICE tourism can be beneficial to a destinations economy. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . of domestic tourist,inboud and outbound done Types of tourism not done why do people travel continue what is meant by MICE done what is incentive . So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. Visits to branch offices or headquarters of the company. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. All rights reserved. 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. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. Also, it provides great . 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. The 2022 numbers show that tourism is back in Cologne. According to Expedia, 60% of business trips are extended for leisure purposes and participants are often prepared to travel beyond the business destination to do it. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. This is in part due to a growing population worldwide. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. e-visa. The acronym MICE is a general term for the events industry itself. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. Artem has a doctor of veterinary medicine degree. Looking at that, its easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. MICE products are usually tailor-made as no two meetings or events are the same. It also provides rationale for support from government agencies in many countries. 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. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. 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. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. 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. MICE tourism is a part of the business tourism industry. 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. Travellers are willing to travel beyond the business destination for leisure. The Global Business Travel Association (GBTA), the worlds leading and largest business travel and meetings association, has forecast an acceleration of MICE and business travel activity between 2022 and 2024. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. 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. 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 operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. The MICE Industry can be broken down into four big groups. Many countries now use an electronic visa system, i.e. In that era, commercial travel was common for the promotion and sale of agricultural or technological products ( technology understood as that of the epoch ), already making a clear professional distinction between the artisan and the commercial world. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. In other words, that represents 8.5% of all the top international events in the planet. MICE tourism is an important part of the tourism industry in the South American region. 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. Its a compromise of keeping up with the latest trends and not staying left behind. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. Ensure that you can provide reliable Wi-Fi and Internet access. 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. Thus, creating the possibility of exchange of information among this number of people is fundamental. The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages.