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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. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . 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. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. Which trends offer opportunities or pose threats on the European outbound tourism market? Examples of travel and tourism related conferences include: Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. The website is translated into Chinese and English. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Mexico is an emerging market in the business travel sector. 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). By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. 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. The website is published in English and Russian. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. Through the last decades, they generated long-term economic growth and development to their destinations. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. 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 Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. The MICE industry in Spain has great growth potential and must focus on innovation and sustainability. 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 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. All rights reserved. They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. last a couple of hours) or long (e.g. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. 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. A full recovery to pre-pandemic levels is expected by 2025 and the value of the sector is projected to reach US$1,439.3 billion in the same year. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. Since 1841, with the displacement of 540 people to the annual congress of the Antialcoholic Association, MICE tourism has not stopped growing and still has great potential for development. There are significant advantages for destinations that have a strong MICE offering: The MICE sector has very high expectations of service and quality and travel management companies commit to a high duty of care for their business travellers. We, human beings, tend to look for belonging and a sense of community. Copyright (c) 2021 McKinsey & Company. What impact does it have on Spanish tourism? Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. In some countries, MICE is called Business Events. Meetings and business events such as Annual General Meetings (AGM), board meetings, sales meetings, presentations, product launches, supplier meetings, team building events, business training courses/events. The expenditure of MICE travelers is much higher than leisure travelers, with profitable customers coming from the world of IT, banking, pharmaceuticals, retail and hospitality. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. These visitors are clearly attending to events to execute this particular activity. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. Easy access is the top priority for business travel planners, Planners often rely on existing networks, especially Associations that have a network of offices/locations, Planning and scheduling, often several months in advance, or longer, Transportation options air, train, road, Accommodation, for example hotel, B&B, guest house, local accommodation suppliers such as Airbnb, Booking.com, Venues, such as exhibition centres, sporting venues, conference halls, meeting rooms for hire, offices, museums, Facilities technology available, other meeting needs. The Bottom Line. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. There is no replacement for the face-to-face networking opportunities that occur during conferences, thus physical conferences will be here to stay, although perhaps to a lesser scale. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. 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. The researched issue concerns building of an attractive image of the MICE tourism destinations. There is also potential for Artificial Intelligence recognition and Virtual Reality interaction. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. 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. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. We can define MICE as unique market and type of travel and tourism. Leisure events like concerts or festivals fall into a different category. 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. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. But who are these traveler and what they look for? Firstly, buyers of MICE travelers usually are professional associations or corporations. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. MICE tourism is a part of the business tourism industry. Smaller events and individual business travellers are the easiest and most convenient to target. 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. This is far from true. Both platforms also offer listings of attractions and things to do. MICE travelers also usually spend 17.5% more than leisure tourists. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. 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. Business travel is an important sector of tourism which includes tourists who attend congresses, conferences, exhibitions, incentive travels, events and business corporate travels. Benidorm a Finestrat. Constructing high-quality content that provides valuable information about topics related to your tourism business . There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. MICE creates huge trade and business value, economic value and also personal value. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. 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. This represented a contribution of 1.5% of the national GDP. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. 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. To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. Collaborate with local operators to offer bleisure experiences. The types of technology most commonly used by the MICE industry are: Virtual and/or hybrid events look set to remain an important part of MICE in the future. 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. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). Not spying in an illegal way. The attractiveness can be assessed by different factors, such as location, cultural and historical heritage, climatic conditions, health and safety policies, suitable transportation and other characteristics. MICE comprises four event subfields. 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. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. 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. In the future however, it is highly anticipated that both Millennials and Gen Z will be important growth markets for the sector, and also for bleisure. 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 MICE industry is working to improve its sustainability credentials to meet the needs of a traveller base that seeks to minimise its impact on the destination. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. 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. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. What are the requirements for tourism services in the European market? However, the approach to this market is fundamentally different from that of leisure tourism. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. 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. [citation needed] Today it is usually used to boost hotel revenue. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. 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. This will help you build up knowledge and experience of the sector and the needs of the customer. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. 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. Make sure your website is appealing to businesses and individuals. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. This study uses LDA to extract topics within the contents of news articles on DMZ tourism. 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! You should understand what these regulations are. Visits to branch offices or headquarters of the company. What is MICE. Shanghai and Beijing are the leading destinations for MICE trips, followed by Guangzhou, Hong Kong and Macau. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. 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. 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. Reprinted by permission. MICE products are usually tailor-made as no two meetings or events are the same. 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. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. 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 national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Annual figures of international tourists visiting Spain for work reasons. Undertake some competitive research regarding other suppliers to the MICE industry in your region or area and familiarise yourself with what they provide. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. 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. Jun 2015. Conferences can last a day or a week or more, depending on the structure and purpose. Along with the above, the opportunities for reserved. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. 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. 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. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. 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. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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. The good climate, the cost-benefit ratio and the gastronomy are the aspects most valued by the MICE professionals, while other characteristics such as accessibility from other European countries, the landscape, the gastronomy, the attractiveness of the cities and the good environment, are the factors that make attendees value Spain as the best destination for MICE tourism. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. It generates employment throughout . Key takeaways 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. They often include not only key members of the organization, but also guest speakers and the general public. 2006; Fenich, 2008). The MICE industry has now become one of the most significant contributors to the tourism sector. Artem has a doctor of veterinary medicine degree. 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. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. 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. 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 MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. 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. The globalised world in which we live, together with our current ecosystem where huge companies with an international presence emerge can make us think that business tourism is a recent phenomenon. 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. Rachel Ward, Going Places Tours & Travel Zambia. Above all, the secret to be highlighted here is: whos the client? 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. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. Traditionally, MICE encompasses mostly business events. 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 should research what virtual or hybrid events are happening in your region to see what opportunities there may be. 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. Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Due to the fact that it is a very particular model of tourism, MICE tourism has certain singularities which deserve to be taken into account to understand its dimension and how it may impact on the global tourism sector. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . However, never promise what you cant deliver. What requirements must MICE tourism products comply with to be allowed on the European market? [citation needed]. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. 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. Download the CBI study. MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Despite involving different sizes and complexities, all of these event types got one thing in common. Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. But as well, their demands and expectations might also be one level higher. The top sex tourism countries in the world, 13 Social impacts of tourism + explanations + examples, 10 Economic impacts of tourism + explanations + examples. In this video we will introduce the concept and talk about all of the players and stakeh. Conclusion. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. 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. MICE tourism can be beneficial to a destinations economy. The MICE Industry can be broken down into four big groups. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Still, they have slight differences among themselves. 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 provide an opportunity for businesses to showcase their products or services. 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. This study examines the role of MICE destination attributes on the formation. What competition will you face in the MICE tourism market? Companies around the world turned to technology to continue doing business, which saved time and money on business travel. However, dont take it for granted. Every European country has different rules and you should do your own research to find out what they are. Usually, were speaking about decision-makers here. Who are MICE travelers and what they look for. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. Agree by clicking the 'Accept' button. 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.