. 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. rights You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. Reprinted by permission. Do your research. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. They are Meetings, Incentive Travel, Conferences and Conventions, and Exhibitions. This study has been carried out on behalf of CBI by Acorn Tourism Consulting Limited. Your main competition is other providers selling similar products. The Global Business Travel Association (GBTA), the worlds leading and largest business travel and meetings association, has forecast an acceleration of MICE and business travel activity between 2022 and 2024. 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. This is far from true. 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. Benefit trips connected with the corporate social responsibility of the company. CBN Travel & MICE is an experienced travel management company that serves the UK market it is a member of the European Tourism Association (ETOA) and UK Inbound. of domestic tourist,inboud and outbound done Types of tourism not done why do people travel continue what is meant by MICE done what is incentive . The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . Constructing high-quality content that provides valuable information about topics related to your tourism business . are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. 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. +34 932 749 515 A total of 23,093 news . Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. 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). Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. 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. Ensure that you can provide reliable Wi-Fi and Internet access. Each one of these agents need to be in mind when planning incentive trips. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. 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 convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. Copyright (c) 2021 McKinsey & Company. Major international congresses exponentially increase hotel occupation and service consumption of local services. Key takeaways As you will imagine, Madrid and Barcelona are at the top of the ranking. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. 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. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. Many countries now use an electronic visa system, i.e. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Find out more about the company you want to do business with so you have a solid understanding of their needs. Coordinating complex trip itineraries are important parts of business travel planning. 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. 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. Sustainability is embedded throughout its services and the operator is a Travelife Partner, meaning the operator is committed to sustainability and ready to work towards becoming fully certified. However, dont take it for granted. 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 paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. Tourism involves travel both locally and internationally. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. Many conferences may move towards a hybrid approach of online and physical attendance. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. 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. 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. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. 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. 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. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. 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. 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. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . Meeting is a gathering of two or more . Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Traditionally, MICE encompasses mostly business events. 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. 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. 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 top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. 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. Thanks to this, you do not have to carry the documents,and do everything almost automatically and remotely,which in the end will allow you to travel without restrictions almost all over the world. Furthermore, this study aims to examine the trends of each topic within news articles and identify the characteristics of topics over the past 30 years by developing graphs. Enter search terms to find market research. The United Kingdom and Germany are the biggest European markets. 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 Lesson Transcript. Examples include. Training, exchange of expertise or networking among workers of the same sector. Thus, creating the possibility of exchange of information among this number of people is fundamental. Exhibitions are often large events involving large amounts of people. 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. The MICE industry is a unique, stand-alone industry for the purpose of doing business. 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. Furthermore, MICE tourism can encourage development in a destination, particularly in the areas of convention and exhibition centers, improvements of airports and other transport infrastructure and various urban renewal schemes. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. The MICE Industry can be broken down into four big groups. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. Its a compromise of keeping up with the latest trends and not staying left behind. Smaller events and individual business travellers are the easiest and most convenient to target. 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. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. MICE events are useful for a no number of occasions. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Are knowledgeable, professional, and prepared. 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). Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. For tips on doing business with European buyers, consult CBIs study. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. A closer look at the four pillars of MICE Large groups always traveled on business. MICE comprises four event subfields. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. Company trips improve the work environment and help build a strong work team. They often include not only key members of the organization, but also guest speakers and the general public. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. 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. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. 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. hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, 'cd309df3-49e8-4753-97d4-c88aba9b40af', {"useNewLoader":"true","region":"na1"}); A number of global events focus on MICE travel, especially the incentive niche, many of which are organized by Questex Travel Group (formerly MEET). Business planners want to be especially reassured when dealing with their suppliers. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. All rights reserved. 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. You should be prepared to negotiate. Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. 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. The Bottom Line. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. 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. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Still, they have slight differences among themselves. The 2022 numbers show that tourism is back in Cologne. The alliance also works to improve the professionalism and sustainability of the sector. Incentive travel trips as perks to motivate employees. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting. Required fields are marked *. MICE travel has been badly affected by the COVID-19 pandemic. Travellers are willing to travel beyond the business destination for leisure. Annual figures of international tourists visiting Spain for work reasons. MICE travelers also usually spend 17.5% more than leisure tourists. In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. 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. Which trends offer opportunities or pose threats on the European outbound tourism market? It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. Many business travellers like to choose and book their own accommodations and opt to stay in locally run boutique hotels, private homes, bed and breakfasts (B&Bs) or guesthouses instead of large chain hotels. Benidorm a Finestrat. 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. Not spying in an illegal way. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. 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. The continuing MICE tourism industry growth (whether physically or online) shall have a positive impactin the growth of businesses, cities and destinations around the world. 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. Exhibitions and B2B fairs to network, find new business suppliers/providers. Soft skills such as patience, empathy, teamwork and problem-solving are vital if, for example, a large traveling party from a culturally-specific region are to be greeted with the appropriate welcome drink. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. Types of meetings include (but are not limited to): Traditionally, meetings have been predominantly face-to-face, however recent years have seen a big shift towards virtual meetings, which was accelerated by the COVID pandemic and subsequent and rapid move to digital means around the world. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. Incentive travel refers to travel that intends to motivate or reward company stakeholders. It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. 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 this article by Airdna, the business research department of Airbnb, about how. Both markets are important depending upon your product. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. 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. Above all, the secret to be highlighted here is: whos the client? As a supplier, you will need to be professional and offer high-quality services to them. The acronym MICE is a general term for the events industry itself. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. 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. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Creating connections, learning and keeping up with best international standards are a vital part of this industry. Technologies that support these will be highly sought after. However, never promise what you cant deliver. It generates employment throughout . In other words, that represents 8.5% of all the top international events in the planet. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. MICE creates huge trade and business value, economic value and also personal value. 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. The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. Other industry educators [who?] Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. 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. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. 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. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. But as well, their demands and expectations might also be one level higher. (Meetings, incentives, conferences & exhibitions). The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. Usually, were speaking about decision-makers here. You should understand what these regulations are. 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. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. She completes: And to understand the clients needs, you need to interpret beyond what they say.. Through what channels can you get MICE tourism products on the European market? 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. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. 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. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable.