Audit your current trips to identify those that might be suitable to adapt for business travellers. That means, after attending to a corporate event, visitors and participants can dedicate some time to get to know more about the place and its attractions. Traditionally, MICE encompasses mostly business events. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. 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. In this video we will introduce the concept and talk about all of the players and stakeh. MICE tourism can be beneficial to a destinations economy. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. 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). 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. Esmat A. Zaidan. Characteristics of MICE travel. MICE travel has been badly affected by the COVID-19 pandemic. 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 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. 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. Exhibitions are often large events involving large amounts of people. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . 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. This convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. Major international congresses exponentially increase hotel occupation and service consumption of local services. Through the last decades, they generated long-term economic growth and development to their destinations. MICE travelers also usually spend 17.5% more than leisure tourists. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Technologies that support these will be highly sought after. (Meetings, incentives, conferences & exhibitions). 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. 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. Well, in this article I am going to change that! Conclusion. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. Reported challenges faced by the MICE sector in China include improving sustainability and meeting the increased need for professionals in business travel, events and hospitality. The Meetings segment is the largest of the four. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. As you will imagine, Madrid and Barcelona are at the top of the ranking. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. 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. MICE travelers also usually spend 17.5% more than leisure tourists. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. 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. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. info@dextailstands.com, This website uses cookies to analize the visits and to give you the best experience. 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. Easy access is the top priority for business travel planners, Planners often rely on existing networks, especially Associations that have a network of offices/locations, Planning and scheduling, often several months in advance, or longer, Transportation options air, train, road, Accommodation, for example hotel, B&B, guest house, local accommodation suppliers such as Airbnb, Booking.com, Venues, such as exhibition centres, sporting venues, conference halls, meeting rooms for hire, offices, museums, Facilities technology available, other meeting needs. They often include not only key members of the organization, but also guest speakers and the general public. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. Along with the above, the opportunities for Many countries. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. 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. Both specialist operators and OTAs offer good opportunities. 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. But as well, their demands and expectations might also be one level higher. 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. The globalised world in which we live, together with our current ecosystem where huge companies with an international presence emerge can make us think that business tourism is a recent phenomenon. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. We can define MICE as unique market and type of travel and tourism. 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. 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! 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. These visitors are clearly attending to events to execute this particular activity. Still, they have slight differences among themselves. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. 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. Are knowledgeable, professional, and prepared. MICE tourism is a part of the business tourism industry. 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. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. 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. 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. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. 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. 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. And that also includes selecting appealing destinations. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Company trips improve the work environment and help build a strong work team. 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. Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. 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. 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. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. The alliance also works to improve the professionalism and sustainability of the sector. They are often in the form of trade shows. Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. As a supplier, you will need to be professional and offer high-quality services to them. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. Look at Singapore, for instance. 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! You can then assess where the gaps in the market are and how you can add value to your product to generate more sales. Both platforms also offer listings of attractions and things to do. MICE travelers are often keen to try a stay-cation. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. Its a compromise of keeping up with the latest trends and not staying left behind. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Sometimes, reasons people gather can also be Ideology. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. 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). Firstly, buyers of MICE travelers usually are professional associations or corporations. I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, | Travel Is The Best Education! To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. 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 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. 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. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. Also, it provides great . This is far from true. Its calculated that over 800 conventions take place in the city-state every year. Lack of motivation is one of the problems that most affects companies in Brazil. Key takeaways 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. 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. Pre-pandemic, Indias business travel market was highly tipped for growth and it was expected that India would be one of the top five business travel markets by 2022/23. 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. However, the Global Business Traveler Report 2021 found that 96% of business travellers consulted stated they were willing to travel in 2021, but 68% want to make their own travel decisions and 72% rank flexibility as key to business travel in the future. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. However, never promise what you cant deliver. 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. Convention bureaus may offer financial subsidies to attract MICE events to their city. Constructing high-quality content that provides valuable information about topics related to your tourism business . The MICE industry has now become one of the most significant contributors to the tourism sector. Meetings can be short in duration (e.g. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . Other industry educators [who?] The operator works with a range of different suppliers including hotels and conference centres, corporate meeting planners, catering suppliers, accommodation providers, incentive houses and trade organisations. All rights reserved. What is the demand for outbound tourism on the European market? They ignite and model each other in a cycle that, when successful, can transform places. Global Meeting & Incentive Travel Exchange, Latin America Meeting & Incentive Travel Exchange, Caribbean Meeting & Incentive Travel Exchange, Four Seasons Athens: Lessons from the field on Talent Management Systems, Best practice for pairing wine with art in the classroom: A synesthetic approach, The 7 components of designing a hotel concept. Visits to branch offices or headquarters of the company. 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. MICE tourism is known for its extensive planning and demanding clientele. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. Despite involving different sizes and complexities, all of these event types got one thing in common. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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. The website is published in English and Russian. 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. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . A closer look at the four pillars of MICE They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. What does MICE tourism consist of? In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. 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 What are the requirements for tourism services in the European market? The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. 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. An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. The Meetings, Incentives, Conventions and Exhibitions (MICE) sector of tourism is rapidly expanding worldwide. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. Make sure your website is appealing to businesses and individuals. Do your research. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Besides, one needs to go out there and explore. You should consider purchasing the ISO 20121 if it is suitable for your business. Every European country has different rules and you should do your own research to find out what they are. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. 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. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. 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. Travellers are willing to travel beyond the business destination for leisure. In some cases, recruiting in-house can prove difficult if all competencies are to be met, hence the rise in Destination Management Companies (DMC) that have started to spring up worldwide. a week or more). Benefit trips connected with the corporate social responsibility of the company. And whether youre planning to break in the industry or are a experienced professional, there are also great resources on professional trade organizations and associations websites, such as IAPCO International Association of Professional Congress Organizers. Which trends offer opportunities or pose threats on the European outbound tourism market? People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. 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. 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. The acronym MICE is a general term for the events industry itself. After all, what could be better for our ego than finding people who think like us? Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. Tourism is also a major influence in how we see and understand the world. 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). The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. 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 September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. The Bottom Line. 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. 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. They have tons of updated info to help event pros and students to keep up to date. The operator also founded MICE Indiaa, an award-winning specialist digital MICE magazine that offers a range of executive MICE development training and management programmes for the sector, as well as publishing expertise and insights. 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? The order here is: this industry is relationship driven. Honesty and integrity are equally important. 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 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. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. In some countries, MICE is called Business Events. Meeting is a gathering of two or more . Switzerland, all 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. You must keep abreast of current restrictions and how they are changing. Conferences are often important networking events and have been a prominent part of the business tourism industry to date.