Mexico is an emerging market in the business travel sector. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. The Bottom Line. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. reserved. 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. In some cases, recruiting in-house can prove difficult if all competencies are to be met, hence the rise in Destination Management Companies (DMC) that have started to spring up worldwide. 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. Nattrip is a local tour operator offering a range of travel experiences including MICE travel products of incentive travel, team building and corporate travel. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. Incentive travel trips as perks to motivate employees. Incentive travel refers to travel that intends to motivate or reward company stakeholders. 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. Honesty and integrity are equally important. 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 MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. 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. 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. 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. Key takeaways If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. To work with the European market, MICE suppliers must be knowledgeable, professional and prepared. 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. more information Accept. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). info@dextailstands.com, This website uses cookies to analize the visits and to give you the best experience. 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. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. After all, what could be better for our ego than finding people who think like us? They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. They are often in the form of trade shows. We care about making events a sustainable experience and always keeping ourselves updated to encourage innovation. 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. 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? This segment is fundamental in the tourism model outlined by the capital in its 2021-2023 Strategic Tourism Plan, due to the characteristics of MICE visitors as well as their distinct impact on the entire value chain. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. MICE travelers also usually spend 17.5% more than leisure tourists. The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. There are numerous specialist operators on the European market. 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. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. Meetings are typically held in hotel conference rooms or at convention centers. Association, 2009). What are the requirements for tourism services in the European market? Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. What requirements must MICE tourism products comply with to be allowed on the European market? Required fields are marked *. Lack of motivation is one of the problems that most affects companies in Brazil. Flexibility is an important factor that business planners will be looking for from their suppliers. 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. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. Annual figures of international tourists visiting Spain for work reasons. 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. Bone marrow-derived mesenchymal stem cells (BMSCs) are promising candidates for cell-based therapies. The MICE industry size was valued at $805 billion in 2017 and was expected to grow at a CAGR of 7.6% to reach $1,439.3 billion by 2025. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. Thus, instead of tiring training, the event can be the ideal environment to communicate something, in a friendly way, about the work of employees. The MICE sector is a dynamic element of tourism thanks to the following qualities: Seasonality: This type of tourism is maintained throughout the year and allows business to be generated outside of the high seasons of summer and Christmas, which is when leisure tourism moves the most. this industry alone generated more than US$ 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. 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. You must keep abreast of current restrictions and how they are changing. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Make sure your website is appealing to businesses and individuals. 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. Training, exchange of expertise or networking among workers of the same sector. Its an incredible growth rate that brought Spain to the Top 10 tourism market economies in the world, with China, Japan, Hong Kong, USA, France, Italy, India, Germany and United Kingdom. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. MICE events are useful for a no number of occasions. Look at Singapore, for instance. Your e-mail 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. 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. 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. The order here is: this industry is relationship driven. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. However, the approach to this market is fundamentally different from that of leisure tourism. Download the CBI study. A closer look at the four pillars of MICE Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. 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 Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. 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. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. 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. And that also includes selecting appealing destinations. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. Incentive trips as a reward for an emplyee carrying out his or her professional activity. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. 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. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. The MICE industry is a unique, stand-alone industry for the purpose of doing business. In this video we will introduce the concept and talk about all of the players and stakeh. Millennials are the key market currently for MICE. 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. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. By contrast, associations are often not-for profit, host large conferences and events for their members, which are complex and take a long time to plan. MICE tourism is an important part of the tourism industry in the South American region. 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. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Your main competition is other providers selling similar products. The United Kingdom and Germany are the biggest European markets. It also offers bespoke tours to leisure travellers. 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. 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. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. 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. Business travellers from Germany and the UK are keen on bleisure, spending, on average, 3.2 days and 2.8 days respectively on bleisure trips in 2018. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. Convention bureaus may offer financial subsidies to attract MICE events to their city. 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. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. MICE event locations are normally bid on by specialized convention bureaus in particular countries and cities and established for the purpose of bidding on MICE activities. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. In some countries, MICE is called Business Events. 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 MICE customer has high expectations for high-quality services and personalised customer service. MICE products are usually tailor-made as no two meetings or events are the same.