The operator has embedded sustainability into its business events and tools, through initiatives such as eco-friendly products for all MICE events, recycling/reusing where possible, offering local and in-season food produce, restricting use of plastic bottles, using digital/mobile platforms instead of paper and reducing waste. 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. Your e-mail You should be prepared to negotiate. Please review our market information disclaimer. MICE tourism is an important part of the tourism industry in the South American region. Many conferences may move towards a hybrid approach of online and physical attendance. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). In addition, almost 60% of companies encourage their employees to extend their business trips on account of the added benefits that a satisfied employee can bring to the productivity of the business. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . Switzerland, all It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. A DMC aims to offer the full range logistic services in their specialist destinations: meet & greet, transfers & transportation, hotel accommodation, restaurants, activities, excursions, conference venues, themed events and gala dinners. 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. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. Read this article by Airdna, the business research department of Airbnb, about how. What Is Educational Tourism And Why Is It So Important? This study uses LDA to extract topics within the contents of news articles on DMZ tourism. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. Exhibitions are often large events involving large amounts of people. Which trends offer opportunities or pose threats on the European outbound tourism market? You must keep abreast of current restrictions and how they are changing. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. The increase in demand for bleisure experiences (defined as leisure mixed with business) offers local tour operators significant opportunities to develop suitable products for the market. MICE Tourism: what is it and what these travelers look for. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. 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. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. MICE products are usually tailor-made as no two meetings or events are the same. Training, exchange of expertise or networking among workers of the same sector. Annual figures of international tourists visiting Spain for work reasons. Did you know that around 25% of travel is accounted for by business trips? 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. A full recovery to pre-pandemic levels is expected by 2025 and the value of the sector is projected to reach US$1,439.3 billion in the same year. It has provided services for a range of corporate clients, many of which are featured on its website, and features a range of gallery images to showcase its products. 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? In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. A closer look at the four pillars of MICE What does MICE tourism consist of? Companies are prioritising the need to protect their employees when they travel and will expect their suppliers to do the same. Six criteria, including MICE tourism, MICE green event, MICE sustainability, MICE green practices, sustainable event, and the characteristic green event addressed in the papers, were used to evaluate the published papers using a systematic content analysis review method. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. Lets say: a company that spies their competitors must be present to the events where theyll be. a week or more). What is the demand for outbound tourism on the European market? Theyre all strongly related to business travel. MICE events are useful for a no number of occasions. We care about making events a sustainable experience and always keeping ourselves updated to encourage innovation. As a supplier, you will need to be professional and offer high-quality 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. Distance to travel will have the largest impact on time to recover. 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. Benefits for destinations by MICE tourism well planned agenda in advance large (international) groups bid on by specialized "convention" bureaus process of marketing and bidding is normally conducted well in advance of the actual event, often several years MICE tourism is known for its extensive planning and demanding clientele greater profitability 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. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. MICE comprises four event subfields. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. But as well, their demands and expectations might also be one level higher. As we will see in the following section, the reality of business tourism from 2020 has suffered a setback as a result of the Covid 19 health crisis.Although 2023 is forecast to be the year when there is a return to the previous figures, 2019 and before can give us a clear indication as to the importance of business tourism in Spain. 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. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. The website is available in Portuguese, Spanish and English and the operator makes good use of inspiring images for its corporate pages. They are Meetings, Incentive Travel, Conferences and Conventions, and Exhibitions. Incentive travel refers to travel that intends to motivate or reward company stakeholders. Business planners want to be especially reassured when dealing with their suppliers. 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. Video conferencing platforms like Microsoft Teams and Zoom were widely used to conduct meetings. Artem has a doctor of veterinary medicine degree. When planning a MICE, aim to start from the beginning, asking yourself the 5 Ws and the 2 Hs first: These are the most fundamental questions for common problem solving youll need to sort out when you start planning any MICE event. Let us now make a brief review of the Spanish geography to know which are currently the cities with the most business tourism in Spain. A total of 23,093 news . And that also includes selecting appealing destinations. 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. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. 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. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. There are significant advantages for destinations that have a strong MICE offering: The MICE sector has very high expectations of service and quality and travel management companies commit to a high duty of care for their business travellers. 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. You must be clear about the protocols and standards that you have in place to protect visitors. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. Nowadays, the MICE sector is in full swing. Lack of motivation is one of the problems that most affects companies in Brazil. Stakeholders in tourism: Who are they and why do they matter? 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. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . Badalona Barcelona (Spain) Firstly, buyers of MICE travelers usually are professional associations or corporations. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. 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. Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! MICE tourism is a part of the business tourism industry. You should understand what these regulations are. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. 2023 EHL Hospitality Business School, 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. 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. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. There are several important companies and organisations that support the sector. Find out more about the company you want to do business with so you have a solid understanding of their needs. Benidorm a Finestrat. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. However, dont take it for granted. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. rights Meetings can be short in duration (e.g. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. [citation needed] Today it is usually used to boost hotel revenue. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. 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. 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. 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. MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. Phone. In fact,commercial travel and MICE events go back to the Middle Ages. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. The study includes detailed information about revising terms and conditions to help you amend yours. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. Three steps to enhance your marketing strategy with recurrent events. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. The United Kingdom and Germany are the biggest European markets. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. 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. A European poll found that changing habits during the pandemic and concern over climate change led to four in 10 business travellers planning to fly less. Non-traditional accommodations in locations that are further away from business districts provide guests with more opportunities to discover the destination they are visiting in new ways, interact with local people and communities and enjoy a more authentic experience. Large groups always traveled on business. 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. It also indicates the scope of the challenges which must be met in coordinating the activities of different stakeholders to ensure that the MICE tourism industry is sustainable and effectively managed. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. reserved. Enter search terms to find market research. 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. 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. An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. 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. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. 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. The MICE Industry can be broken down into four big groups. 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. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. This is far from true. The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods. The operator attends a range of tourism industry events in both China and the UK, including WTM London and the World Travel Fair in Shanghai. 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. The event brought together suppliers and buyers and it was hoped to stimulate continued business so the industry will be ready to compete internationally when borders reopen. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. Many countries. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. Thus, instead of tiring training, the event can be the ideal environment to communicate something, in a friendly way, about the work of employees. But as well, their demands and expectations might also be one level higher. Despite involving different sizes and complexities, all of these event types got one thing in common. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. 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. In June 2021, the GBTA was calling for action and coordination to safely re-open travel across Europe. Visits to branch offices or headquarters of the company. The researched issue concerns building of an attractive image of the MICE tourism destinations. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. MICE tourism is an important part of the tourism industry in the South American region. Your email address will not be published. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. Read on to learn what mice tourism is, how the MICE tourism industry has grown worldwide and why this type of tourism is so important! Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. Required fields are marked *. Other industry educators [who?] The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. Your email address will not be published. Pre-pandemic, Indias business travel market was highly tipped for growth and it was expected that India would be one of the top five business travel markets by 2022/23. The acronym MICE is a general term for the events industry itself. 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. Company trips improve the work environment and help build a strong work team. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. The Meetings, Incentives, Conventions and Exhibitions (MICE) sector of tourism is rapidly expanding worldwide. As I mentioned before, globalisation has played a huge role in the growth of the MICE tourism industry and it is anticipated that this will continue well into the future. In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists. Arminas Travel is a destination management company in Mexico that offers a range of services for the MICE market including ground services and tours, gala dinners and theme parties, and team building experiences. Both platforms also offer listings of attractions and things to do. European buyers are very keen to work with suppliers who have one or both and you should consider how to promote your sustainability actions as a tour operator. In some countries, MICE is called Business Events. Required fields are marked *. Incentive travel trips as perks to motivate employees. Download Visit Britains guide to using sustainability to promote your business. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. 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. Meetings are typically held in hotel conference rooms or at convention centers. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. Collaborate with local operators to offer bleisure experiences.