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. 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. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. The order here is: this industry is relationship driven. Who are MICE travelers and what they look for. MICE in tourism is a fast-paced business, which involves an exquisite client management that's reward and the results can be seen right away. Reasons why MICE professionals and brand delegates love live events. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Every European country has different rules and you should do your own research to find out what they are. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. This will give you plenty of time to prepare for the safe return of European MICE travellers. Switzerland, all Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. 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. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. Conclusion. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Are knowledgeable, professional, and prepared. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. Visits to branch offices or headquarters of the company. The United Kingdom and Germany are the biggest European markets. After all, what could be better for our ego than finding people who think like us? 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? It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. 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. What impact does it have on Spanish tourism? MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. Luxxury MICE is a business travel management company with offices in several locations including Mumbai and New Delhi, which designs bespoke corporate travel itineraries for the domestic and international market. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). | Travel Is The Best Education! Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. Please review our market information disclaimer. [2] MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group. 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. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. Ensure that you can provide reliable Wi-Fi and Internet access. Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. Characteristics of MICE travel. The Meetings segment is the largest of the four. This is in part due to a growing population worldwide. 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. Business planners want to be especially reassured when dealing with their suppliers. MICE Tourism: what is it and what these travelers look for. Distance to travel will have the largest impact on time to recover. Agree by clicking the 'Accept' button. Phone. 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. What is MICE. Research by American Express in the 2021 Global Meetings and Events Forecast identified pent-up demand for the resumption of face-to-face business tourism in a safe environment. 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. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. Large groups always traveled on business. What are the prices for MICE tourism products on the European market? How to choose a keynote speaker for your corporate event. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. All rights reserved. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. Firstly, buyers of MICE travelers usually are professional associations or corporations. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. A closer look at the four pillars of MICE This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. Association for Tourism and Leisure Education and Research annual conference, Business tourism explained: What, why and where, Workation explained: What it means and how it works, The most attractive countries offering the digital nomad visa, 30 fascinating facts about the deserts of Arizona, 16 Fascinating Facts About Boreal Forests, 30 magnificent things Michigan is known for, It facilitates the access to new technology, It provides high yield and return per capita, It enhances the international economic contact, Transport providers (international and domestic), Those who provide pre- and post-conference tour opportunities, Staff at specific venues purpose built centres and hotels, Professional conference and exhibition organisers andcatering services, Social program leaders for delegates and participants, Specialised technical support such as audiovisual services. 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? The 2022 numbers show that tourism is back in Cologne. 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. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. MICE is an acronym for the word meetings, incentives, conventions, and exhibitions. Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. Conferences can last a day or a week or more, depending on the structure and purpose. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. 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. MICE tourism can be beneficial to a destinations economy. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Think of it as an audience that could be accessible to any tour operator (provided you're interested in For tips on doing business with European buyers, consult CBIs study. 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. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. 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. Download Visit Britains guide to using sustainability to promote your business. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. 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. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. The MICE Industry can be broken down into four big groups. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. European tour operators that sell MICE products to European business tourists are bound by strict regulations to ensure the safety of their travellers and to protect them financially. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. (Meetings, incentives, conferences & exhibitions). The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. 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 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! Collaborate with local operators to offer bleisure experiences. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. 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. Leisure events like concerts or festivals fall into a different category. The study includes detailed information about revising terms and conditions to help you amend yours. Annual figures of international tourists visiting Spain for work reasons. 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? It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting. 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. Required fields are marked *. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. 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. 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. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. What does MICE tourism consist of? Its calculated that over 800 conventions take place in the city-state every year. 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. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. 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). Conferences are often important networking events and have been a prominent part of the business tourism industry to date. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. last a couple of hours) or long (e.g. 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. You must keep abreast of current restrictions and how they are changing. Thus, instead of tiring training, the event can be the ideal environment to communicate something, in a friendly way, about the work of employees. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. 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. We, human beings, tend to look for belonging and a sense of community. Do your research. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. 2006; Fenich, 2008). Individual business customers may book a bleisure experience through an OTA or directly with a tour operator, covering the cost themselves or within a budget set by the business. 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. Besides, one needs to go out there and explore. 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. Benidorm a Finestrat. The MICE industry in Spain has great growth potential and must focus on innovation and sustainability. The MICE industry size was valued at $805 billion in 2017 and was expected to grow at a CAGR of 7.6% to reach $1,439.3 billion by 2025. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, MICE travelers also usually spend 17.5% more than leisure tourists. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. 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. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. This process of marketing and bidding is normally conducted well in advance of the event, often several years, as securing major events can benefit the local economy of the host city or country. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. Your email address will not be published. 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. Along with the above, the opportunities for 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. Which trends offer opportunities or pose threats on the European outbound tourism market? Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. However, dont take it for granted. However, the approach to this market is fundamentally different from that of leisure tourism. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. Other industry educators [who?] The MICE industry has now become one of the most significant contributors to the tourism sector. They are often in the form of trade shows. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level.