In this video we will introduce the concept and talk about all of the players and stakeh. Benefit trips connected with the corporate social responsibility of the company. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . MICE travelers also usually spend 17.5% more than leisure tourists. Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. It is important to focus on the local and regional markets in the short to medium term while the long-haul business travel market begins to recover. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. MICE travelers are often keen to try a stay-cation. 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. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. 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. 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? However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. Association, 2009). Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Its website features FAQs for corporate planners and brochure downloads for MICE and Team Building (both in Spanish only). The operator is a member of several associations including the Association of the Indonesia Inbound Tour Operators Association (INTOA) and Pacific Asia Travel Association (PATA). Make your buyers feel they are unique and your most important client. The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. MICE travel has been badly affected by the COVID-19 pandemic. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. 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. 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. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. It is a must to maintain an updated network of contacts and good relationships you your peers. 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). The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. 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. Leisure events like concerts or festivals fall into a different category. The alliance also works to improve the professionalism and sustainability of the sector. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. Copyright (c) 2021 McKinsey & Company. Lets say: a company that spies their competitors must be present to the events where theyll be. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. 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. Each one of these agents need to be in mind when planning incentive trips. MICE tourism is an important part of the tourism industry in the South American region. Nowadays, the MICE sector is in full swing. However, while they will not necessarily expect the level of service they would get in a luxury hotel, it is important that the quality of the accommodation is good, clean, and safe. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. It involves not only the planning of large or smaller scale business events/fairs/exhibitions by venues and specialist conference organisers, but also the planning of trips for business professionals for meetings or a series of meetings, often by specialist travel management companies. What are the prices for MICE tourism products on the European market? In some countries, MICE is called Business Events. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. Who are MICE travelers and what they look for. 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. Required fields are marked *. Looking from inside: what experts in the field say. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. Key takeaways As a supplier, you will need to be professional and offer high-quality services to them. Lack of motivation is one of the problems that most affects companies in Brazil. Smaller events and individual business travellers are the easiest and most convenient to target. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. 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. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. You can download WTTCs Tour Operators - Global Protocols for the New Normal for more details about the protocols for the MICE segment and decide whether to apply for the Safe Travels Stamp Application. Types of meetings include (but are not limited to): Traditionally, meetings have been predominantly face-to-face, however recent years have seen a big shift towards virtual meetings, which was accelerated by the COVID pandemic and subsequent and rapid move to digital means around the world. These visitors are clearly attending to events to execute this particular activity. A total of 23,093 news . After all, what could be better for our ego than finding people who think like us? Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. Many business travellers like to choose and book their own accommodations and opt to stay in locally run boutique hotels, private homes, bed and breakfasts (B&Bs) or guesthouses instead of large chain hotels. 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. You can then assess where the gaps in the market are and how you can add value to your product to generate more sales. 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. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. The Bottom Line. 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. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. Convention bureaus may offer financial subsidies to attract MICE events to their city. info@dextailstands.com, This website uses cookies to analize the visits and to give you the best experience. 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. MICE tourism is an important part of the tourism industry in the South American region. Global Meeting & Incentive Travel Exchange, Latin America Meeting & Incentive Travel Exchange, Caribbean Meeting & Incentive Travel Exchange, Four Seasons Athens: Lessons from the field on Talent Management Systems, Best practice for pairing wine with art in the classroom: A synesthetic approach, The 7 components of designing a hotel concept. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Other industry educators [who?] This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Flexibility is an important factor that business planners will be looking for from their suppliers. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. The infographic below provides a useful indication of the factors that will impact the resumption of travel for business. 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. +34 932 749 515 Millennials are the key market currently for MICE. 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. If we focus on cities, we see how Spain has two cities in the top 10 of the best destinations for business tourism, Barcelona occupying second place, and Madrid sixth. Pre-pandemic, the MICE industry hosted more than 266,000 annual events and 29 million participants, generating revenue of US$24.97 billion. 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. WeChat, the communications and retail platform, has been optimised to include features such as event registration and payment, real-time customer service and feedback, and onsite social engagement. 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. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. Sometimes, reasons people gather can also be Ideology. The study includes detailed information about revising terms and conditions to help you amend yours. The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. 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. 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. Many conferences may move towards a hybrid approach of online and physical attendance. It generates employment throughout . [citation needed] Today it is usually used to boost hotel revenue. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. Despite involving different sizes and complexities, all of these event types got one thing in common. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. . Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. [1] Other industry educators[who?] Offsite events tend to increase the motivation of workers thanks to breaking with the work routine, they help to strengthen interpersonal relationships both internally and between workers and clients, and encourage the exchange of ideas and projects. Which trends offer opportunities or pose threats on the European outbound tourism market? 150 types of tourism that are trending right now, Industry players in the MICE tourism sector. The order here is: this industry is relationship driven. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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. 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. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Both specialist operators and OTAs offer good opportunities. The purpose of the alliance was to strengthen inter-institutional cooperation and promote major cities as leading MICE destinations, including Sao Paulo. 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. The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. They ignite and model each other in a cycle that, when successful, can transform places. However, never promise what you cant deliver. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . 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. Since 1841, with the displacement of 540 people to the annual congress of the Antialcoholic Association, MICE tourism has not stopped growing and still has great potential for development. According to the Brazilian Association of Events Companies (ABEOC Brazil), there are around 10,000 venues available for hire, and the MICE industry generates more than R$ 67 billion (11 billion) annually. Tourism involves travel both locally and internationally. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. The strategic agreements covered exchange of best practice, joint promotional campaigns and sharing of key information for mutual benefit. 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. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. 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. 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. As a business you can play a role in the facilitation of the event itself, or . [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. MICE tourism can be beneficial to a destinations economy. Take time to really find out what their needs are so you can effectively tailor your services to them. Think of it as an audience that could be accessible to any tour operator (provided you're interested in Examples include. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. 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. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. Visits to branch offices or headquarters of the company. Your main competition is other providers selling similar products. 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. There are many elements involved in MICE tourism but the key to successful execution is communication and planning, which includes organising the ground elements of the conferences, airport transfers, accommodation, and even adding a short holiday break before delegates depart for their respective homes! This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. MICE travelers also usually spend 17.5% more than leisure tourists. In other words, that represents 8.5% of all the top international events in the planet. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); Address : Ctra. 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. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. Characteristics of MICE travel. Firstly, buyers of MICE travelers usually are professional associations or corporations. Badalona Barcelona (Spain) Therefore, to work successfully in the MICE sector, you must ensure that you: Post-COVID, health and safety protocols are paramount, especially when big groups of people come together for events or large meetings. Major international congresses exponentially increase hotel occupation and service consumption of local 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. 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? What are the requirements for tourism services in the European market? [3], "Society of Incentive & Travel Executives", "Conclusions of the International Seminar on MICE Tourism and Business Tourism, Santiago, Chile, 2526 May 2005", https://en.wikipedia.org/w/index.php?title=MICE_tourism&oldid=1135720429, This page was last edited on 26 January 2023, at 12:29. 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. 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. Thus, instead of tiring training, the event can be the ideal environment to communicate something, in a friendly way, about the work of employees. Business planners want to be especially reassured when dealing with their suppliers. In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. Conferences can last a day or a week or more, depending on the structure and purpose. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. The website is translated into Chinese and English. 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. Audit your current trips to identify those that might be suitable to adapt for business travellers. 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. You must be clear about the protocols and standards that you have in place to protect visitors. In recent years, industry experts Meetings Alliance and the Mexico Meetings Industry Council formed an alliance, representing 12 associations and organisations to promote the segment and implement subject matter and language standards to appeal to an international market. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. Collaborate with local operators to offer bleisure experiences. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. What competition will you face in the MICE tourism market? 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. 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. This study aims to extract topics from news articles on DMZ tourism published between 1990 and 2020. 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. But who are these traveler and what they look for? Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. And that also includes selecting appealing destinations.