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. Figure 3: Changing Face of Business Travel Accommodation. Make sure your website is appealing to businesses and individuals. Many countries. We can define MICE as unique market and type of travel and tourism. Despite involving different sizes and complexities, all of these event types got one thing in common. Audit your current trips to identify those that might be suitable to adapt for business travellers. 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. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). more information Accept. The MICE industry is dominated by Europe and the Asia Pacific regions, which together account for a 70% share of the value of the market for both domestic and international travellers. They often include not only key members of the organization, but also guest speakers and the general public. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. 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. 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. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. 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. 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. 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. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. 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). Exactly how the MICE tourism industry may look in the future is not exactly clear, however. 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. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. Both markets are important depending upon your product. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. It is worth mentioning that the projects that are well positioned, are more likely to approach and retain customers, as they are well regarded by the public. Required fields are marked *. In 2019, the TCEB signed a Memorandum of Understanding with four overseas MICE markets, Australia, the UK, USA and Germany, to create a framework for developing the MICE sector for mutual benefit through sharing of information, business development, market promotion, business research and personnel development. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. 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. Read on to learn what mice tourism is, how the MICE tourism industry has grown worldwide and why this type of tourism is so important! 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. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Reprinted by permission. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. What are the requirements for tourism services in the European market? Ensure that you can provide reliable Wi-Fi and Internet access. Tourism involves travel both locally and internationally. 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. 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. What is MICE. 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. 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? This study examines the role of MICE destination attributes on the formation. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. Both specialist operators and OTAs offer good opportunities. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. It generates employment throughout . MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). All rights reserved. MICE tourism is an important part of the tourism industry in the South American region. You must also establish new booking terms and conditions and clearly state what cancellation and waivers you will offer to your buyers during the pandemic. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. Meeting is a gathering of two or more . They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. Well, in this article I am going to change that! Artem has a doctor of veterinary medicine degree. The alliance also works to improve the professionalism and sustainability of the sector. Conferences can last a day or a week or more, depending on the structure and purpose. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. This is in part due to a growing population worldwide. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. 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. 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. 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. Jun 2015. It also offers bespoke tours to leisure travellers. 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. Reasons why MICE professionals and brand delegates love live events. 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. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. 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). To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. That pretty much sums up how professionals in the field are in love with what they do. Characteristics of MICE travel. Are knowledgeable, professional, and prepared. 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. 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. Flexibility is an important factor that business planners will be looking for from their suppliers. Who are MICE travelers and what they look for. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. Business planners want to be especially reassured when dealing with their suppliers. 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. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . 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. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. Collaborate with local operators to offer bleisure experiences. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. In some countries, MICE is called Business Events. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Mexico is an emerging market in the business travel sector. Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. 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. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. There are several important companies and organisations that support the sector. Consult the CBI study, How to respond to COVID-19 in the tourism sector for tips on preparing for the future recovery of the tourism sector. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. The Bottom Line. MICE is an acronym for the word meetings, incentives, conventions, and exhibitions. Looking at that, its easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. Firstly, buyers of MICE travelers usually are professional associations or corporations. 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. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. Convention bureaus may offer financial subsidies to attract MICE events to their city. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. You must be clear about the protocols and standards that you have in place to protect visitors. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. Company trips improve the work environment and help build a strong work team. MICE is a very particular type of tourism. This type of commercial relationship gave rise in the Middle Ages, to fairs and exhibitions of products in which movements of the population were already happening for trading purposes.In fact, some of the great fairs we know today internationally, have their origins in these old agricultural and livestock fairs, The arrival of industrialization favoured this type of commercial tourism thanks to the improvement in transport, which also fomented commercial links based on importation and exportation of products abroad. [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. 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. Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. 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.