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There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. The operator attends a range of tourism industry events in both China and the UK, including WTM London and the World Travel Fair in Shanghai. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. MICE travelers are often keen to try a stay-cation. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). 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. Take time to really find out what their needs are so you can effectively tailor your services to them. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. 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. MICE tourism is an important part of the tourism industry in the South American region. 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. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. (Meetings, incentives, conferences & exhibitions). 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? Required fields are marked *. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Reprinted by permission. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). Technology innovation to support hosting virtual and hybrid events were being developed by venues and accommodation providers to support activities such as online registrations, live streaming and virtual reality booths. MICE events are useful for a no number of occasions. What impact does it have on Spanish tourism? So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. Badalona Barcelona (Spain) The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. What is the demand for outbound tourism on the European market? It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. They are often in the form of trade shows. It also provides rationale for support from government agencies in many countries. 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 MICE industry has now become one of the most significant contributors to the tourism sector. These visitors are clearly attending to events to execute this particular activity. She completes: And to understand the clients needs, you need to interpret beyond what they say.. In recent years, a change of trend has been perceived in these types of events towards places which offer a pleasant climate, seeking warm climates which allow this type of MICE events to be held year round. 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. 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. 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. The ISO 20121 is the Standard for Sustainable Events offering guidance and best practice to help manage events and control social, economic and environmental impact. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Find out more about the company you want to do business with so you have a solid understanding of their needs. Reasons why MICE professionals and brand delegates love live events. Organizing a MICE event will bring advantages to your company and its workers. 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. It is a must to maintain an updated network of contacts and good relationships you your peers. This will give you plenty of time to prepare for the safe return of European MICE travellers. Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. 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. In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. As you will imagine, Madrid and Barcelona are at the top of the ranking. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. You can then assess where the gaps in the market are and how you can add value to your product to generate more sales. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. Incentive travel trips as perks to motivate employees. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on WhatsApp (Opens in new window). 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. The Meetings, Incentives, Conventions and Exhibitions (MICE) sector of tourism is rapidly expanding worldwide. 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. 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. What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Jun 2015. 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. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. 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). 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. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. Usually, were speaking about decision-makers here. Its website features FAQs for corporate planners and brochure downloads for MICE and Team Building (both in Spanish only). 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 For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. 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. A total of 23,093 news . 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. Phone. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. Also, it provides great . 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. However, never promise what you cant deliver. Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. +34 932 749 515 Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. Large events including the major tourism fairs at ITB Berlin and WTM London were hosted virtually in 2020 and 2021, and many other international, regional and local conferences were also moved online. Look at Singapore, for instance. 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. 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. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. It generates employment throughout . 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. The researched issue concerns building of an attractive image of the MICE tourism destinations. Sometimes, reasons people gather can also be Ideology. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. 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. Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. Mexico is an emerging market in the business travel sector. 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. The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. Meeting is a gathering of two or more . are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Theyre all strongly related to business travel. Think of it as an audience that could be accessible to any tour operator (provided you're interested in The website is published in English and Russian. 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. Lesson Transcript. Who are MICE travelers and what they look for. That pretty much sums up how professionals in the field are in love with what they do. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. 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. 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. 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 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. Which trends offer opportunities or pose threats on the European outbound tourism market? 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. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. Many conferences may move towards a hybrid approach of online and physical attendance. The expenditure of MICE travelers is much higher than leisure travelers, with profitable customers coming from the world of IT, banking, pharmaceuticals, retail and hospitality. last a couple of hours) or long (e.g. However, the approach to this market is fundamentally different from that of leisure tourism. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. Besides, one needs to go out there and explore. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). Ensure that you can provide reliable Wi-Fi and Internet access. 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 countries, MICE is called Business Events. Tourism involves travel both locally and internationally. 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 [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. 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. As a business you can play a role in the facilitation of the event itself, or . 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. Constructing high-quality content that provides valuable information about topics related to your tourism business . 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. They often include not only key members of the organization, but also guest speakers and the general public. Rachel Ward, Going Places Tours & Travel Zambia. 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. In the short to medium term, local operators in the MICE sector should focus on local and regional markets, as there will be more opportunities for them. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. You should consider purchasing the ISO 20121 if it is suitable for your business. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. Are flexible. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); Address : Ctra. What is MICE. 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. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. 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). You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. The MICE customer has high expectations for high-quality services and personalised customer service. [citation needed] Today it is usually used to boost hotel revenue. The MICE industry is dominated by Europe and the Asia Pacific regions, which together account for a 70% share of the value of the market for both domestic and international travellers. 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! 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. Its calculated that over 800 conventions take place in the city-state every year. In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. 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. Leisure events like concerts or festivals fall into a different category. Thus, creating the possibility of exchange of information among this number of people is fundamental. 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. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. The website is translated into Chinese and English. Training, exchange of expertise or networking among workers of the same sector. Exhibitions and B2B fairs to network, find new business suppliers/providers. There have been more conferences organised and more exhibitions in recent years than ever before. | Travel Is The Best Education! Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. With more than 16,000 kilometers of coastline, more than 6,000 islands and islets, and a well-established tourism industry, Greece presents a prime investment opportunity in the Tourism sector. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion.