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Well, in this article I am going to change that! 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. But as well, their demands and expectations might also be one level higher. Leisure events like concerts or festivals fall into a different category. Jun 2015. 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. However, dont take it for granted. Usually, were speaking about decision-makers here. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. 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 part of the business tourism industry. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . 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. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. Association, 2009). An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. And that also includes selecting appealing destinations. 150 types of tourism that are trending right now, Industry players in the MICE tourism sector. Tourism is also a major influence in how we see and understand the world. 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). Despite involving different sizes and complexities, all of these event types got one thing in common. 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). Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. What impact does it have on Spanish tourism? 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. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. 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. 2006; Fenich, 2008). It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. There are many elements involved in MICE tourism but the key to successful execution is communication and planning, which includes organising the ground elements of the conferences, airport transfers, accommodation, and even adding a short holiday break before delegates depart for their respective homes! 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. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. Still, they have slight differences among themselves. Annual figures of international tourists visiting Spain for work reasons. 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. MICE travelers also usually spend 17.5% more than leisure tourists. 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. The strategic agreements covered exchange of best practice, joint promotional campaigns and sharing of key information for mutual benefit. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. Many countries. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. Many countries now use an electronic visa system, i.e. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. 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. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. 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. 2023 EHL Hospitality Business School, They ignite and model each other in a cycle that, when successful, can transform places. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. 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. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. Individual business travellers also expect a high level of customer service, safe and comfortable transportation, clean and comfortable accommodations, whether facilities are luxury or more basic, and high-quality catering. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. The Meetings segment is the largest of the four. 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. 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. Offsite events tend to increase the motivation of workers thanks to breaking with the work routine, they help to strengthen interpersonal relationships both internally and between workers and clients, and encourage the exchange of ideas and projects. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Are flexible. 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. Creates employment opportunities in multiple associated sectors such as meeting planners, hospitality, venues, catering, logistics, transportation operators/providers, professional trade organisations, tourism board, tour operators and travel agents. For tips on doing business with European buyers, consult CBIs study. 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. Business travel is usually organised on behalf of companies and associations through specialist tour operators and travel agents, such as travel management companies (TMCs), corporate travel agents, MICE tour operators, destination management organisations (DMOs), incentive travel houses or organisations. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. Read this article by Airdna, the business research department of Airbnb, about how. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. 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. 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. Travellers are willing to travel beyond the business destination for leisure. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. 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 should be prepared to negotiate. What Is Educational Tourism And Why Is It So Important? 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. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. Required fields are marked *. In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. 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 MICE industry in Spain has great growth potential and must focus on innovation and sustainability. 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. 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. In the future however, it is highly anticipated that both Millennials and Gen Z will be important growth markets for the sector, and also for bleisure. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. 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. Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. The alliance also works to improve the professionalism and sustainability of the sector. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. 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. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. Figure 3: Changing Face of Business Travel Accommodation. 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. In June 2021, the GBTA was calling for action and coordination to safely re-open travel across Europe. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. MICE tourism is an important part of the tourism industry in the South American region. reserved. 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. 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). What are the prices for MICE tourism products on the European market? If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. Besides, one needs to go out there and explore. 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. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. Your email address will not be published. MICE travelers are often keen to try a stay-cation. I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, Stakeholders in tourism: Who are they and why do they matter? 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. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . Above all, the secret to be highlighted here is: whos the client? Convention bureaus may offer financial subsidies to attract MICE events to their city. She completes: And to understand the clients needs, you need to interpret beyond what they say.. 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. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. It means that, in addition to notoriety for the market itself, the company also stands out before the competition and gains credibility with potential customers. Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. Constructing high-quality content that provides valuable information about topics related to your tourism business . +34 932 749 515 In fact, due to its close link to the working world, it is probably during the summer (global tourism peak season) when the MICE sector intensity falls. Distance to travel will have the largest impact on time to recover. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. 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. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. Esmat A. Zaidan. Nowadays, the MICE sector is in full swing. This ranges from small meeting to large meetings. You should understand what these regulations are. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. are recommending the use of "events industry" to be an umbrella term . Conferences are often important networking events and have been a prominent part of the business tourism industry to date. MICE event locations are normally bid on by specialized convention bureaus in particular countries and cities and established for the purpose of bidding on MICE activities. What are the requirements for tourism services in the European market? 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. Thus, creating the possibility of exchange of information among this number of people is fundamental. 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. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. MICE is an acronym for the word meetings, incentives, conventions, and exhibitions. Required fields are marked *. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. This convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. The MICE Industry can be broken down into four big groups. 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. Download Visit Britains guide to using sustainability to promote your business. 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. Benefit trips connected with the corporate social responsibility of the company. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Creating connections, learning and keeping up with best international standards are a vital part of this industry. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. Non-traditional accommodations in locations that are further away from business districts provide guests with more opportunities to discover the destination they are visiting in new ways, interact with local people and communities and enjoy a more authentic experience. Nothing to do with pest control, everything to do with business-minded travel. These numbers make MICE tourism one of the main sectors within the tourism industry. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. They often include not only key members of the organization, but also guest speakers and the general public. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. 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. 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). 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. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. 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. You should consider purchasing the ISO 20121 if it is suitable for your business. However, while they will not necessarily expect the level of service they would get in a luxury hotel, it is important that the quality of the accommodation is good, clean, and safe. 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. Collaborate with local operators to offer bleisure experiences. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. 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. As you will imagine, Madrid and Barcelona are at the top of the ranking. As part of MICE, bleisure travel is also less seasonal than general leisure travel, which makes it a good year-round travel product. What requirements must MICE tourism products comply with to be allowed on the European market? The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . They are Meetings, Incentive Travel, Conferences and Conventions, and Exhibitions. Major international congresses exponentially increase hotel occupation and service consumption of local services. 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! MICE travelers also usually spend 17.5% more than leisure tourists. MICE comprises four event subfields. 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 Research events venues in your destination and make contact to see how you can add your business to the supplier listings. They have tons of updated info to help event pros and students to keep up to date. MICE tourism can be beneficial to a destinations economy. 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. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. It also offers bespoke tours to leisure travellers. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. What is MICE. 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. 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). Explore vacation and types of tourism and learn about the . The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. [2] MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. More than one quarter of business travellers are prioritising alternative modes of transport such as car and train, over air travel, and travel managers have a stronger focus on offering products that are sustainable.