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). Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. Required fields are marked *. However, never promise what you cant deliver. A wide range of people, services and skills are involved in the MICE industry such as sponsors, planners, convention and visitor bureaus, meeting venues, accommodation, suppliers, planners, event management and participants themselves. 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. 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! Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. Thus, instead of tiring training, the event can be the ideal environment to communicate something, in a friendly way, about the work of employees. Sometimes, reasons people gather can also be Ideology. That pretty much sums up how professionals in the field are in love with what they do. 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. These visitors are clearly attending to events to execute this particular activity. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. 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. Every European country has different rules and you should do your own research to find out what they are. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. Actionable resources into the World of Hospitality, Business & Education, Browse our library of video content and webinars, Gain valuable insights from our reports & case studies, What is MICE? In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. 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 World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. Both specialist operators and OTAs offer good opportunities. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. Let us take a look. The MICE industry is working to improve its sustainability credentials to meet the needs of a traveller base that seeks to minimise its impact on the destination. There are numerous specialist operators on the European market. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. 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. 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. There have been more conferences organised and more exhibitions in recent years than ever before. MICE tourism can be beneficial to a destinations economy. This will help you build up knowledge and experience of the sector and the needs of the customer. Tourism is also a major influence in how we see and understand the world. Visits to branch offices or headquarters of the company. The order here is: this industry is relationship driven. Considerable market research has been conducted in 2021 to anticipate how the MICE and business travel market might evolve post-pandemic, and most findings are broadly optimistic about the future of the sector. 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. 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. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Large groups always traveled on business. MICE travelers also usually spend 17.5% more than leisure tourists. +34 932 749 515 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 structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. The MICE industry in Spain has great growth potential and must focus on innovation and sustainability. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. 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. Switzerland, all MICE is an acronym for the word meetings, incentives, conventions, and exhibitions. Six criteria, including MICE tourism, MICE green event, MICE sustainability, MICE green practices, sustainable event, and the characteristic green event addressed in the papers, were used to evaluate the published papers using a systematic content analysis review method. Take time to really find out what their needs are so you can effectively tailor your services to them. Audit your current trips to identify those that might be suitable to adapt for business travellers. 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. 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. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. And that also includes selecting appealing destinations. What competition will you face in the MICE tourism market? Despite involving different sizes and complexities, all of these event types got one thing in common. 2006; Fenich, 2008). Many conferences may move towards a hybrid approach of online and physical attendance. 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. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. Meeting is a gathering of two or more . What requirements must MICE tourism products comply with to be allowed on the European market? In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. 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. 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. 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. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. 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. Your email address will not be published. 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. The Meetings segment is the largest of the four. 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. Mice is non-seasonal tourism: Mice tourism has the particularity that it is organised every month of the year. This study has been carried out on behalf of CBI by Acorn Tourism Consulting Limited. Collaborate with service providers including accommodation, conference organisers, venues and corporate travel management companies to ensure your packages are included in information or offers they provide to business travellers. Well, in this article I am going to change that! In this video we will introduce the concept and talk about all of the players and stakeh. Usually, were speaking about decision-makers here. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. Download Visit Britains guide to using sustainability to promote your business. The good climate, the cost-benefit ratio and the gastronomy are the aspects most valued by the MICE professionals, while other characteristics such as accessibility from other European countries, the landscape, the gastronomy, the attractiveness of the cities and the good environment, are the factors that make attendees value Spain as the best destination for MICE tourism. This is far from true. 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. Through the last decades, they generated long-term economic growth and development to their destinations. MICE travelers are often keen to try a stay-cation. It is a must to maintain an updated network of contacts and good relationships you your peers. Copyright (c) 2021 McKinsey & Company. 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. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. Esmat A. Zaidan. 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 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 website is published in English and Russian. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . The United Kingdom and Germany are the biggest European markets. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. In other words, that represents 8.5% of all the top international events in the planet. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . MICE tourism is a part of the business tourism industry. Do your research. 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. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. It is important to focus on the local and regional markets in the short to medium term while the long-haul business travel market begins to recover. Benefit trips connected with the corporate social responsibility of the company. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. MICE travelers also usually spend 17.5% more than leisure tourists. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. Honesty and integrity are equally important. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. What are the prices for MICE tourism products on the European market? 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. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Technologies that support these will be highly sought after. But who are these traveler and what they look for? There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. Benefits for destinations by MICE tourism well planned agenda in advance large (international) groups bid on by specialized "convention" bureaus process of marketing and bidding is normally conducted well in advance of the actual event, often several years MICE tourism is known for its extensive planning and demanding clientele greater profitability In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. 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. This will give you plenty of time to prepare for the safe return of European MICE travellers. Are knowledgeable, professional, and prepared. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . But as well, their demands and expectations might also be one level higher. Find out more about the company you want to do business with so you have a solid understanding of their needs. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. (Meetings, incentives, conferences & exhibitions). MICE creates huge trade and business value, economic value and also personal value. 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). This ranges from small meeting to large meetings. Since 1841, with the displacement of 540 people to the annual congress of the Antialcoholic Association, MICE tourism has not stopped growing and still has great potential for development. 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. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. We, human beings, tend to look for belonging and a sense of community. 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! In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. You must be clear about the protocols and standards that you have in place to protect visitors. 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. 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. 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. 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 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. 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. Lack of motivation is one of the problems that most affects companies in Brazil. Millennials are the key market currently for MICE. The Bottom Line. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. 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.