MICE tourism is known for its extensive planning and demanding clientele. 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. Think of it as an audience that could be accessible to any tour operator (provided you're interested in However, the Global Business Traveler Report 2021 found that 96% of business travellers consulted stated they were willing to travel in 2021, but 68% want to make their own travel decisions and 72% rank flexibility as key to business travel in the future. Above all, the secret to be highlighted here is: whos the client? Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. The United Kingdom and Germany are the biggest European markets. a week or more). Characteristic of Green Event Practices in MICE Tourism: A - HRMARS A total of 23,093 news . A big part of the tourism and hospitality industry is MICE tourism. As you will imagine, Madrid and Barcelona are at the top of the ranking. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. IJMS | Free Full-Text | Are the Properties of Bone Marrow-Derived | Travel Is The Best Education! 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. 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 cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). This study examines the role of MICE destination attributes on the formation. 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. MICE tourism is an important part of the tourism industry in the South American region. 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. Many countries. It also offers bespoke tours to leisure travellers. 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. 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. What is MICE. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). The alliance also works to improve the professionalism and sustainability of the sector. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. There have been more conferences organised and more exhibitions in recent years than ever before. What competition will you face in the MICE tourism market? [citation needed] Today it is usually used to boost hotel revenue. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. 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. Audit your current trips to identify those that might be suitable to adapt for business travellers. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Collaborate with local operators to offer bleisure experiences. 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. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. Along with the above, the opportunities for This is in part due to a growing population worldwide. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. MICE travelers are often keen to try a stay-cation. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. 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. Stakeholders in tourism: Who are they and why do they matter? Technologies that support these will be highly sought after. 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 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. If your business is involved in providing the MICE industry with technology services, you will need to be up to date with knowledge of the IT market and what technological services are required to service the event/meeting. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. 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. Take time to really find out what their needs are so you can effectively tailor your services to them. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Impacts and Benefits of MICE Tourism: A Framework for Analysis Looking from inside: what experts in the field say. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. 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 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. MICE tourism can be beneficial to a destinations economy. MICE destinations must have four criteria for MICE destinations, namely accessibility, attractions, amenities and human resources and support from local stakeholders. However, dont take it for granted. 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. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. this industry alone generated more than US$ 1 trillion, predicted to grow to an outstanding US$ 1,5 trillion, a survey done by The Incentive Search Foundation, Meeting City ranking of Union of International Associations (UIA), generate an annual turnover of 290 billion Euros, 178 billion Euros in 2018, representing 14,6% of the countrys GDP, I have no forecast to work in any other industry, MICE travelers also usually spend 17.5% more than leisure tourists, IAPCO International Association of Professional Congress Organizers. Agree by clicking the 'Accept' button. 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. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. All rights reserved. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . 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. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. 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. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. Include a blog on your website and publish content that provides valuable information for your target audience: According to Ascend2, 72 percent of marketers say that creating relevant content was the most effective SEO tactic. The 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. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . Characteristics and Temporal Trends of Regional Tourism Along the Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. 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. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. Ensure that you can provide reliable Wi-Fi and Internet access. 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. 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. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Make your buyers feel they are unique and your most important client. Theyre all strongly related to business travel. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. 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. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. 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.