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It is a specific form of business tourism
that relates to the activities of groups of
business persons travelling for business
purposes rather than individual business
travellers and represents a multi-million
dollar segment of tourism worldwide.
Meetings are events planned fairly
in advance to bring business
travellers together on a specific
date for the purpose of exchanging
information, either between people
from one company or organization,
or between people from different
• Incentives involve travel to foreign countries
or domestic destinations as part of a
motivational or incentive scheme to enhance
or reward employee efforts.
• Mostly consumer goods, automobile and
electronics companies use incentive travel, i.e.
vacations with the family, to reward dealers
and drive dealer sales.
• Conferences or conventions are generally described
as multi-day events attended by at least a hundred
delegates for the purpose of exchanging business
• If 40% or more of the delegates come from outside
the host country, the event would be termed as an
international conference or convention.
• Exhibitions involve the drawing together of
corporate leaders and business-minded people for
the purposes of viewing products and services of
different enterprises and business groups.
IMPORTANCE OF MICE TOURISM
• The economic growth of the region as a whole
gets a boost.
• It results in the development of better
infrastructure, mainly in transportation,
accommodation and air services.
• The different events attract investors from
other parts of the country and the world.
• The elements of relaxation, shopping and
sightseeing are usually included in MICE trips.
Hence, most MICE travellers can be converted
into leisure travellers who would spend money on
sightseeing and shopping.
IMPORTANCE OF MICE TOURISM
• It is quite common for delegates to bring along a
companion. It has been found that around 19% of
delegates travel with at least one accompanying
person and that 39% of them visit other areas
either before or after a meeting or conference.
Thus, MICE tourism is a powerful revenue earner.
• MICE events increase awareness of the host
country, create employment and income, support
the development of local and national industries,
and help the expansion of export markets.
• MICE tourism strengthens the brand value and
profile of the country as an international tourist
MICE – Trends and its Immediate Future
• Industry predictions indicate that the MICE
(Meetings, Incentives, Conferences and
Exhibitions) sector is poised for vigorous
growth; after the recession, it is springing
back, stronger than ever.
Top 10 future trends in the MICE industry
Return to luxury — Budget constraints have not
vanished and purse strings are far from being
completely loosened. However, luxury resorts are
not out of bounds either.
Meeting space is changing — The traditional
‘boardroom-style’ space is being replaced by an
innovative approach where huge outdoor meeting
spaces, smaller cozy nooks for limited gatherings
and different kinds of seating are being requested.
The focus is on creating conducive settings and it is
no more a surprising sight to see delegates
assembled around a campfire or at a bar.
Meeting demand is at its peak since 2008
There is growing demand across all sectors,
telecommunications, education and insurance,
healthcare, energy and many more.
Meeting size is growing
The growing demand for meetings has resulted
in hotels giving preference to larger meetings
capable of paying more. Hotels are not as
flexible as before when it comes to walk-in
bookings and last minute bookings are not
possible anymore. Good venues have to be
booked well in advance.
New age technology
Meetings and events are getting more tech-savvy
than ever before. Apps downloaded on smart
phones and iPads, easily accessible mobile sites and
meeting-dedicated Facebook pages are assisting
planners with the registration process, informing
them of programmes and offering an easier method
to gather feedback from participants after the
Prices are increasing slowly
The improvement in economy is resulting in slowly
increasing prices of meetings. Though value for
money is still an important factor, the planners are
yielding to prices being a little higher than before.
The Meeting Package is back
The last couple of years saw a decline in the
meeting package but it has made a strong
comeback again this year. Planners are once again
embracing the product for the value it offers the
meeting budget. Planners are requesting for
customised packages rather than unbundling.
Teambuilding activities are making a
Venues, which are offering creative options for
teambuilding activities are in demand. For instance
venues with options for holding cookery classes,
beach-volleyball or golf lessons are attracting more
Facing cut throat competition
The improvement in the economy brings with it
fierce competition and no company can afford
to lag behind in the race for supremacy.
Growing importance of the destination
The meeting destinations have gained new
importance. Planners are looking for value for
money and an exotic destination is not
necessarily what they are looking at.
Destinations which offer great value and a
relaxed atmosphere are being preferred.