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. What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? Your main competition is other providers selling similar products. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. Theyre all strongly related to business travel. Collaborate with local operators to offer bleisure experiences. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. Large groups always traveled on business. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. For the Event Planner, DMC, PCO, or Live Marketing Agency, the customer is a corporation or association in the pursue of having a successful event organized. 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. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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 full recovery to pre-pandemic levels is expected by 2025 and the value of the sector is projected to reach US$1,439.3 billion in the same year. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. Along with the above, the opportunities for The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. 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. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. 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 rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. 2 -SWOT analysis of tourism planning and development in Dubai Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. DOCX Faculty of Hotel and Tourism Management - hrmars.com Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. However, never promise what you cant deliver. MICE tourism is an important part of the tourism industry in the South American region. We can define MICE as unique market and type of travel and tourism. Bone marrow-derived mesenchymal stem cells (BMSCs) are promising candidates for cell-based therapies. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. The website is published in English and Russian. What requirements must MICE tourism products comply with to be allowed on the European market? You should be prepared to negotiate. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. Incentive travel trips as perks to motivate employees. The website is translated into Chinese and English. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. As we will see in the following section, the reality of business tourism from 2020 has suffered a setback as a result of the Covid 19 health crisis.Although 2023 is forecast to be the year when there is a return to the previous figures, 2019 and before can give us a clear indication as to the importance of business tourism in Spain. Meetings can be short in duration (e.g. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. Both platforms also offer listings of attractions and things to do. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. Through the last decades, they generated long-term economic growth and development to their destinations. 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! For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. 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. 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. This represented a contribution of 1.5% of the national GDP. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. MICE tourism - Wikipedia If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Did you know that around 25% of travel is accounted for by business trips? e-visa. 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. 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? PDF Image of the Destination for Mice Tourism Download Visit Britains guide to using sustainability to promote your business. 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. 2023 EHL Hospitality Business School, Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. In addition, almost 60% of companies encourage their employees to extend their business trips on account of the added benefits that a satisfied employee can bring to the productivity of the business. 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 tourism can be beneficial to a destinations economy. Audit your current trips to identify those that might be suitable to adapt for business travellers. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. What competition will you face in the MICE tourism market? If we focus on cities, we see how Spain has two cities in the top 10 of the best destinations for business tourism, Barcelona occupying second place, and Madrid sixth. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. These visitors are clearly attending to events to execute this particular activity. Leisure events like concerts or festivals fall into a different category. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. PDF A Profitable Destination for Meeting Tourism last a couple of hours) or long (e.g. 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. What are the requirements for tourism services in the European market? Ensure that you can provide reliable Wi-Fi and Internet access. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. MICE events are useful for a no number of occasions. 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. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. 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. 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. Mexico is an emerging market in the business travel sector. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Annual figures of international tourists visiting Spain for work reasons. What Is MICE? Guide to Meetings, Incentives, Conferences, and 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. 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. The alliance also works to improve the professionalism and sustainability of the sector. Empirical analysis of the cross-cultural information searching and Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. The study includes detailed information about revising terms and conditions to help you amend yours. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. What is MICE. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. 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. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. Its a compromise of keeping up with the latest trends and not staying left behind. MICE is a very particular type of tourism. The MICE customer has high expectations for high-quality services and personalised customer service. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Distance to travel will have the largest impact on time to recover. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. Benidorm a Finestrat. 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. [citation needed] Today it is usually used to boost hotel revenue. Business planners want to be especially reassured when dealing with their suppliers. MICE tourism is a part of the business tourism industry. The MICE industry in Spain has great growth potential and must focus on innovation and sustainability. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. [citation needed]. This will help you build up knowledge and experience of the sector and the needs of the customer. IJMS | Free Full-Text | Are the Properties of Bone Marrow-Derived 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. Impacts and Benefits of MICE Tourism: A Framework for Analysis Despite involving different sizes and complexities, all of these event types got one thing in common. [3], "Society of Incentive & Travel Executives", "Conclusions of the International Seminar on MICE Tourism and Business Tourism, Santiago, Chile, 2526 May 2005", https://en.wikipedia.org/w/index.php?title=MICE_tourism&oldid=1135720429, This page was last edited on 26 January 2023, at 12:29. 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. The European market potential for MICE tourism | CBI Millennials are the key market currently for MICE. Smaller events and individual business travellers are the easiest and most convenient to target. Are knowledgeable, professional, and prepared. Your email address will not be published. . 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. Reprinted by permission. This ranges from small meeting to large meetings. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. 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. 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. MICE travelers also usually spend 17.5% more than leisure tourists. By contrast, associations are often not-for profit, host large conferences and events for their members, which are complex and take a long time to plan.