Collaborate with local operators to offer bleisure experiences. Ensure that you can provide reliable Wi-Fi and Internet access. A trend that is particularly popular among younger business travellers, online travel operator (OTA) Airbnb states that 15% of customers are booking for business travel. 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. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. 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. 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. 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. Did you know that around 25% of travel is accounted for by business trips? Are knowledgeable, professional, and prepared. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. Other industry educators [who?] To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. Traditionally, MICE encompasses mostly business events. Theyre all strongly related to business travel. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. MICE event locations are normally bid on by specialized convention bureaus in particular countries and cities and established for the purpose of bidding on MICE activities. 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. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. [2] MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group. The types of technology most commonly used by the MICE industry are: Virtual and/or hybrid events look set to remain an important part of MICE in the future. 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. Rachel Ward, Going Places Tours & Travel Zambia. In fact,commercial travel and MICE events go back to the Middle Ages. 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. 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. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. MICE travelers also usually spend 17.5% more than leisure tourists. Key takeaways Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. Which trends offer opportunities or pose threats on the European outbound tourism market? And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. 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. The event brought together suppliers and buyers and it was hoped to stimulate continued business so the industry will be ready to compete internationally when borders reopen. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. Millennials are the key market currently for MICE. Still, they have slight differences among themselves. WeChat, the communications and retail platform, has been optimised to include features such as event registration and payment, real-time customer service and feedback, and onsite social engagement. (Meetings, incentives, conferences & exhibitions). Let us take a look. It is a must to maintain an updated network of contacts and good relationships you your peers. However, as younger business travellers are seeking authentic travel experiences to enjoy while away from home on business, Airbnb is also an important channel and the OTA has created a unique page on its website for business travellers: Feel at home, wherever the job takes you. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. Many countries. It encompasses four niche areas, which are: Meetings Incentive travel Coferences Exhibitions 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! 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. Exhibitions and B2B fairs to network, find new business suppliers/providers. 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. . You must keep abreast of current restrictions and how they are changing. Who are MICE travelers and what they look for. What competition will you face in the MICE tourism market? 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. 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. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. 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. Every European country has different rules and you should do your own research to find out what they are. 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. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. They have tons of updated info to help event pros and students to keep up to date. Are flexible. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Incentive trips as a reward for an emplyee carrying out his or her professional activity. are recommending the use of "events industry" to be an umbrella term . There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. 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. Honesty and integrity are equally important. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . 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. 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. Stakeholders in tourism: Who are they and why do they matter? There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. [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. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Also, it provides great . 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. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . What does MICE tourism consist of? Above all, the secret to be highlighted here is: whos the client? The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. 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. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. This is in part due to a growing population worldwide. The Meetings, Incentives, Conventions and Exhibitions (MICE) sector of tourism is rapidly expanding worldwide. 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. It generates employment throughout . Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. 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). Characteristics of MICE travel. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. How to choose a keynote speaker for your corporate event. Badalona Barcelona (Spain) 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. 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 tourism is known for its extensive planning and demanding clientele. 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. The growing trend for including leisure activities whilst on a business trip (bleisure) offers numerous opportunities for local tour operators to enter the market and develop leisure tourism experiences for business travellers. 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? MICE travel has been badly affected by the COVID-19 pandemic. This is far from true. Both markets are important depending upon your product. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. 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.