The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Mexico is an emerging market in the business travel sector. Read on to learn what mice tourism is, how the MICE tourism industry has grown worldwide and why this type of tourism is so important! Download Visit Britains guide to using sustainability to promote your business. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. Audit your current trips to identify those that might be suitable to adapt for business travellers. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . 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. Reprinted by permission. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. The initials MICE refer to four concepts: Meetings, incentives, conferencing and exhibitions, which make up the group of activities (or some of them) which form part of this type of business tourism. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. Every European country has different rules and you should do your own research to find out what they are. The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German 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? The website is published in English and Russian. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. The requirements that European tour operators have for MICE travel products in developing countries cover the following: As a first step, you should read the CBIs What requirements must tourism services comply with to be allowed on the European market and familiarise yourself with the comprehensive details of legal, non-legal and common requirements. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Technologies that support these will be highly sought after. Above all, the secret to be highlighted here is: whos the client? MICE travelers are often keen to try a stay-cation. Many countries. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. Who are MICE travelers and what they look for. 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. 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. 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. The MICE customer has high expectations for high-quality services and personalised customer service. more information Accept. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. For the Event Planner, DMC, PCO, or Live Marketing Agency, the customer is a corporation or association in the pursue of having a successful event organized. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. MICE Tourism: what is it and what these travelers look for. 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 purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. This is good to engender customer confidence when considering travel. Looking from inside: what experts in the field say. 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. Meetings can be short in duration (e.g. 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 June 2021, the GBTA was calling for action and coordination to safely re-open travel across Europe. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. But who are these traveler and what they look for? 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). Reported challenges faced by the MICE sector in China include improving sustainability and meeting the increased need for professionals in business travel, events and hospitality. 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. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. Of the annual events, these are some of the most prominent in the industry around the world: hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, '6659b881-caf6-4607-82dc-41f1b39bca1b', {"useNewLoader":"true","region":"na1"}); Got a story to share? There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. What is MICE. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. 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. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . MICE travel has been badly affected by the COVID-19 pandemic. [citation needed] Today it is usually used to boost hotel revenue. Business planners want to be especially reassured when dealing with their suppliers. In fact, due to its close link to the working world, it is probably during the summer (global tourism peak season) when the MICE sector intensity falls. The successful business we have generated has been due to consistent marketing efforts in the European and regional markets, and includes medical professionals, NGOs such as Rotary International, and local companies. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. As a business you can play a role in the facilitation of the event itself, or . The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. Most European countries identify other countries as green, amber or red list destinations, with red list countries subject to the strictest regulations, such as compulsory quarantine in government facilities and travel for leisure being forbidden. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. Collaborate with local operators to offer bleisure experiences. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. You should understand what these regulations are. 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. MICE travelers also usually spend 17.5% more than leisure tourists. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. 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. 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. 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. 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. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. 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. Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. MICE products are usually tailor-made as no two meetings or events are the same. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. We, human beings, tend to look for belonging and a sense of community. Through what channels can you get MICE tourism products on the European market? Ensure that you can provide reliable Wi-Fi and Internet access. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. Benidorm a Finestrat. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. 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. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. Due to the fact that it is a very particular model of tourism, MICE tourism has certain singularities which deserve to be taken into account to understand its dimension and how it may impact on the global tourism sector. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. Incentive travel trips as perks to motivate employees. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. What is the demand for outbound tourism on the European market? Leisure events like concerts or festivals fall into a different category. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. The Bottom Line. Company trips improve the work environment and help build a strong work team. 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. It also offers bespoke tours to leisure travellers. 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. Let us take a look. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. To work with the European market, MICE suppliers must be 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). Are flexible. This will give you plenty of time to prepare for the safe return of European MICE travellers. This is far from true. Your email address will not be published. Average spending: The other key point of MICE tourism is the high level of average spending, which is 30% higher than that of leisure tourism. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Are knowledgeable, professional, and prepared. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. You must also establish new booking terms and conditions and clearly state what cancellation and waivers you will offer to your buyers during the pandemic. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. 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. Phone. 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. Large groups always traveled on business. Stakeholders in tourism: Who are they and why do they matter? The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. MICE tourism is an important part of the tourism industry in the South American region. Research events venues in your destination and make contact to see how you can add your business to the supplier listings. The acronym MICE is a general term for the events industry itself. Now a more important role is being taken on in MICE tourism by the possibility of staging hybrid events which combine face to face and digital components (also pending the development of the metaverse as a far more down to earth idea than the current one) and a greater awareness of the worker in matters such as safety, health and sustainability. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. 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. What competition will you face in the MICE tourism market? Visits to branch offices or headquarters of the company. It generates employment throughout . Incentive travel refers to travel that intends to motivate or reward company stakeholders. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Association, 2009). Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. The researched issue concerns building of an attractive image of the MICE tourism destinations. Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. 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. 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. 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). What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? This represented a contribution of 1.5% of the national GDP. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. 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 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. Keith Hollinshead (2019) refers to it as tourism world-making, or the way in which a place or culture is marketed and/or presented to tourists. 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. Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. 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 What does MICE tourism consist of? 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 should be prepared to negotiate. This ranges from small meeting to large meetings. Its website features FAQs for corporate planners and brochure downloads for MICE and Team Building (both in Spanish only). They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. A big part of the tourism and hospitality industry is MICE tourism. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting. Through the last decades, they generated long-term economic growth and development to their destinations. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. However, dont take it for granted. Benefit trips connected with the corporate social responsibility of the company. 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. There have been more conferences organised and more exhibitions in recent years than ever before. last a couple of hours) or long (e.g. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. Convention bureaus may offer financial subsidies to attract MICE events to their city. 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. Lets say: a company that spies their competitors must be present to the events where theyll be. Switzerland, all 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 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. Conferences are often important networking events and have been a prominent part of the business tourism industry to date. [1] Other industry educators[who?] Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. MICE tourism is a part of the business tourism industry. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. Conferences can last a day or a week or more, depending on the structure and purpose. They are Meetings, Incentive Travel, Conferences and Conventions, and Exhibitions. As a supplier, you will need to be professional and offer high-quality services to them. 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. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. MICE is a very particular type of tourism. This will help you build up knowledge and experience of the sector and the needs of the customer. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. 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. 150 types of tourism that are trending right now, Industry players in the MICE tourism sector. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. 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. | Travel Is The Best Education! 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. Firstly, buyers of MICE travelers usually are professional associations or corporations. 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. Required fields are marked *. However, never promise what you cant deliver. And that also includes selecting appealing destinations. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. 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. 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. In the future however, it is highly anticipated that both Millennials and Gen Z will be important growth markets for the sector, and also for bleisure. Training, exchange of expertise or networking among workers of the same sector. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. How to choose a keynote speaker for your corporate event. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. The order here is: this industry is relationship driven. Meeting is a gathering of two or more . Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. The 2022 numbers show that tourism is back in Cologne. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers.

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