PDF The economic impact of MICE Tourism - University of St. Gallen It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. What competition will you face in the MICE tourism market? Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. PDF Image of the Destination for Mice Tourism [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. They often include not only key members of the organization, but also guest speakers and the general public. Leisure events like concerts or festivals fall into a different category. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. Do your research. What requirements must MICE tourism products comply with to be allowed on the European market? I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, Phone. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. The acronym MICE is a general term for the events industry itself. Coordinating complex trip itineraries are important parts of business travel planning. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. Reprinted by permission. Bone marrow-derived mesenchymal stem cells (BMSCs) are promising candidates for cell-based therapies. Along with the above, the opportunities for There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. MICE travelers also usually spend 17.5% more than leisure tourists. It is a must to maintain an updated network of contacts and good relationships you your peers. 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! And that also includes selecting appealing destinations. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. 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. Introduction to MICE Tourism - YouTube Therefore, to work successfully in the MICE sector, you must ensure that you: Post-COVID, health and safety protocols are paramount, especially when big groups of people come together for events or large meetings. There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. 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. Figure 3: Changing Face of Business Travel Accommodation. It generates employment throughout . Rachel Ward, Going Places Tours & Travel Zambia. But as well, their demands and expectations might also be one level higher. You should be prepared to negotiate. Exhibitions are often large events involving large amounts of people. Jun 2015. 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. Above all, the secret to be highlighted here is: whos the client? As we are already familiar with the most important aspects of business tourism, let us see examples of what the most common activities and principal motives are for business trips in Spain. Many countries now use an electronic visa system, i.e. 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. 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 Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Both platforms also offer listings of attractions and things to do. Enter search terms to find market research. A closer look at the four pillars of MICE MICE Travel: What, Why, and How | Tourism Tiger Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. 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. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. This represented a contribution of 1.5% of the national GDP. They have tons of updated info to help event pros and students to keep up to date. 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. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . 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. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . 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). If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. We care about making events a sustainable experience and always keeping ourselves updated to encourage innovation. It has provided services for a range of corporate clients, many of which are featured on its website, and features a range of gallery images to showcase its products. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. The website is translated into Chinese and English. Major international congresses exponentially increase hotel occupation and service consumption of local services. Madrid, Europe's top Meetings & Conference destination 2021 In June 2021, the GBTA was calling for action and coordination to safely re-open travel across Europe. Conferences are often important networking events and have been a prominent part of the business tourism industry to date. 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. info@dextailstands.com, This website uses cookies to analize the visits and to give you the best experience. 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. 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. Benefit trips connected with the corporate social responsibility of the company. MICE Tourism: what is it and what these travelers look for. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. 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. 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. What are the requirements for tourism services in the European market? 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. 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 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? The United Kingdom and Germany are the biggest European markets. Agree by clicking the 'Accept' button. 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. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. What Is MICE? Guide to Meetings, Incentives, Conferences, and MICE tourism - Wikipedia What is the demand for outbound tourism on the European market? Annual figures of international tourists visiting Spain for work reasons. Well, in this article I am going to change that! Characteristics of MICE travel. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. The MICE industry has now become one of the most significant contributors to the tourism sector. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. 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. I have no forecast to work in any other industry, says Paula Lewis, Marcomm professional that organized events to brands such as Visit Florida and Choose Chicago. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. You must be clear about the protocols and standards that you have in place to protect visitors. 2006; Fenich, 2008). Read this article by Airdna, the business research department of Airbnb, about how. All rights reserved. A big part of the tourism and hospitality industry is MICE tourism. 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. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. The Bottom Line. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. 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. An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. There is no replacement for the face-to-face networking opportunities that occur during conferences, thus physical conferences will be here to stay, although perhaps to a lesser scale. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. They are often in the form of trade shows. 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. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. Your email address will not be published. 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! Many countries. Artem has a doctor of veterinary medicine degree. MICE travelers also usually spend 17.5% more than leisure 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. 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. [1] Other industry educators[who?] MICE tourism and its principal features - Grand Luxor MICE However, dont take it for granted. 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. 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 website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. 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. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. In other words, that represents 8.5% of all the top international events in the planet. Both markets are important depending upon your product. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. 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 structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . 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 infographic below provides a useful indication of the factors that will impact the resumption of travel for business. 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. Both specialist operators and OTAs offer good opportunities. Usually, were speaking about decision-makers here. 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. 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 Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. 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). The researched issue concerns building of an attractive image of the MICE tourism destinations. 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. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. Creating connections, learning and keeping up with best international standards are a vital part of this industry. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. Its calculated that over 800 conventions take place in the city-state every year. The Meetings segment is the largest of the four. Besides, one needs to go out there and explore. Research events venues in your destination and make contact to see how you can add your business to the supplier listings. 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. The MICE Industry can be broken down into four big groups. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. Tourism Marketing: 4 Strategies to Attract More Tourists 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 . (Meetings, incentives, conferences & exhibitions). Through the last decades, they generated long-term economic growth and development to their destinations. 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. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Arminas Travel is a destination management company in Mexico that offers a range of services for the MICE market including ground services and tours, gala dinners and theme parties, and team building experiences. 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. 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? Characteristics and Temporal Trends of Regional Tourism Along the As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. Sometimes, reasons people gather can also be Ideology. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. Download Visit Britains guide to using sustainability to promote your business. 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. 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. 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). Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). Also, it provides great . Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. 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. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Collaborate with local operators to offer bleisure experiences. 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. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. Explore vacation and types of tourism and learn about the . Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. 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. Looking at that, its easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. 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. 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. Required fields are marked *. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. That pretty much sums up how professionals in the field are in love with what they do. MICE products are usually tailor-made as no two meetings or events are the same. 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. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. Business travel is usually organised on behalf of companies and associations through specialist tour operators and travel agents, such as travel management companies (TMCs), corporate travel agents, MICE tour operators, destination management organisations (DMOs), incentive travel houses or organisations. Reasons why MICE professionals and brand delegates love live events. Convention bureaus may offer financial subsidies to attract MICE events to their city. European buyers are very keen to work with suppliers who have one or both and you should consider how to promote your sustainability actions as a tour operator.