MICE Tourism: what is it and what these travelers look for. 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. 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. Tourism Marketing: 4 Strategies to Attract More Tourists Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. But as well, their demands and expectations might also be one level higher. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. 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. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. As a supplier, you will need to be professional and offer high-quality services to them. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. Empirical analysis of the cross-cultural information searching and Reasons why MICE professionals and brand delegates love live events. 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. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. There have been more conferences organised and more exhibitions in recent years than ever before. 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. Meeting is a gathering of two or more . Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. more information Accept. Millennials are the key market currently for MICE. Make sure your website is appealing to businesses and individuals. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. The MICE industry has now become one of the most significant contributors to the tourism sector. 2 -SWOT analysis of tourism planning and development in Dubai Figure 3: Changing Face of Business Travel Accommodation. 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. Your e-mail Benidorm a Finestrat. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Characteristics of MICE travel. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. What requirements must MICE tourism products comply with to be allowed on the European market? The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. Large events including the major tourism fairs at ITB Berlin and WTM London were hosted virtually in 2020 and 2021, and many other international, regional and local conferences were also moved online. 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. However, dont take it for granted. 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. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . Entering the European market for MICE tourism products | CBI 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. 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). In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. 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. 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. Agree by clicking the 'Accept' button. Look at Singapore, for instance. They often include not only key members of the organization, but also guest speakers and the general public. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. 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. As we are already familiar with the most important aspects of business tourism, let us see examples of what the most common activities and principal motives are for business trips in Spain. Convention bureaus may offer financial subsidies to attract MICE events to their city. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Three steps to enhance your marketing strategy with recurrent events. 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. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. 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. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. 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. 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. You must keep abreast of current restrictions and how they are changing. Well, in this article I am going to change that! 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. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. Distance to travel will have the largest impact on time to recover. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. However, never promise what you cant deliver. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. 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! Reprinted by permission. As you will imagine, Madrid and Barcelona are at the top of the ranking. MICE tourism is an important part of the tourism industry in the South American region. Research by American Express in the 2021 Global Meetings and Events Forecast identified pent-up demand for the resumption of face-to-face business tourism in a safe environment. These visitors are clearly attending to events to execute this particular activity. 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. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Read this article by Airdna, the business research department of Airbnb, about how. In this video we will introduce the concept and talk about all of the players and stakeh. What is MICE? - Meaning, Definition(S), Full Form(S) & ALL - Market Width However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. You can download WTTCs Tour Operators - Global Protocols for the New Normal for more details about the protocols for the MICE segment and decide whether to apply for the Safe Travels Stamp Application. 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. Annual figures of international tourists visiting Spain for work reasons. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. For tips on doing business with European buyers, consult CBIs study. 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. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. | Travel Is The Best Education! 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. 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. 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. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. What is MICE? (Meetings, incentives, conferences & exhibitions) - EHL Lack of motivation is one of the problems that most affects companies in Brazil. 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. Impacts and Benefits of MICE Tourism: A Framework for Analysis 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. 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. Who are MICE travelers and what they look for. Are knowledgeable, professional, and prepared. 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. Both platforms also offer listings of attractions and things to do. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. 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. Your email address will not be published. The attractiveness can be assessed by different factors, such as location, cultural and historical heritage, climatic conditions, health and safety policies, suitable transportation and other characteristics. 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 . Switzerland, all 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 infographic below provides a useful indication of the factors that will impact the resumption of travel for business. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. rights Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. 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. Technologies that support these will be highly sought after. Besides, one needs to go out there and explore. 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. 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). Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. 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.