Mexico is an emerging market in the business travel sector. This will give you plenty of time to prepare for the safe return of European MICE travellers. The United Kingdom and Germany are the biggest European markets. Conferences are often important networking events and have been a prominent part of the business tourism industry to date. Traditionally, MICE encompasses mostly business events. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. 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. Honesty and integrity are equally important. 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. What is the demand for outbound tourism on the European market? Cologne Wants to Boost its MICE Offerings - ftnnews.com Millennials are the key market currently for MICE. Madrid, Europe's top Meetings & Conference destination 2021 Well, in this article I am going to change that! There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. 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). The European market potential for MICE tourism | CBI Exhibitions are often large events involving large amounts of people. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . Smaller events and individual business travellers are the easiest and most convenient to target. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. 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! Despite involving different sizes and complexities, all of these event types got one thing in common. Businesses, including tour operators, often have a Sustainability Policy or Corporate Social Responsibility (CSR) guidelines they make public on their website. The operator works with a range of different suppliers including hotels and conference centres, corporate meeting planners, catering suppliers, accommodation providers, incentive houses and trade organisations. 2023 EHL Hospitality Business School, The alliance also works to improve the professionalism and sustainability of the sector. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. Nowadays, the MICE sector is in full swing. 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. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. What is MICE? (Meetings, incentives, conferences & exhibitions) - EHL What competition will you face in the MICE tourism market? This is in part due to a growing population worldwide. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. Figure 3: Changing Face of Business Travel Accommodation. View TRAVEL AND TOURISM UNIT !.xlsx from SM20 12534 at Bellaire High School. Exactly how the MICE tourism industry may look in the future is not exactly clear, however. An online magazine that users are encouraged to sign up to and selection of inspirational videos are also available online. MICE destinations must have four criteria for MICE destinations, namely accessibility, attractions, amenities and human resources and support from local stakeholders. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. 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. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . In June 2021, the GBTA was calling for action and coordination to safely re-open travel across Europe. A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. A closer look at the four pillars of MICE 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. It also offers bespoke tours to leisure travellers. Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. Trust between professionals, suppliers, clients and participants is more important than ever, with a focus on duty of care requirements. It encompasses four niche areas, which are: Meetings Incentive travel Coferences Exhibitions 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! 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. What are the requirements for tourism services in the European market? What are its main characteristics and what direction is it taking in a future marked by digitalisation and a virtual environment? The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. 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. 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. This represented a contribution of 1.5% of the national GDP. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. 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. Sometimes, reasons people gather can also be Ideology. Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. Tourism involves travel both locally and internationally. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. The rules for travelling to and from Europe are complex and every country has imposed different regulations for outbound and inbound travellers. You can then assess where the gaps in the market are and how you can add value to your product to generate more sales. As you will imagine, Madrid and Barcelona are at the top of the ranking. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. They have tons of updated info to help event pros and students to keep up to date. Think of it as an audience that could be accessible to any tour operator (provided you're interested in The platform can be used to promote upcoming MICE events for tradeshows, hotels, conventions bureaus and other business events. Are flexible. Conclusion. 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. The initials MICE refer to four concepts: Meetings, incentives, conferencing and exhibitions, which make up the group of activities (or some of them) which form part of this type of business tourism. 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. IJMS | Free Full-Text | Are the Properties of Bone Marrow-Derived (Meetings, incentives, conferences & exhibitions). It also provides rationale for support from government agencies in many countries. 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. 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. 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. Please review our market information disclaimer. Tourism: Characteristics & Types - Video & Lesson Transcript - Study.com Large events including the major tourism fairs at ITB Berlin and WTM London were hosted virtually in 2020 and 2021, and many other international, regional and local conferences were also moved online. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. Above all, the secret to be highlighted here is: whos the client? 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. [2] MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group. Its website features FAQs for corporate planners and brochure downloads for MICE and Team Building (both in Spanish only). Reprinted by permission. reserved. Business travel is usually organised on behalf of companies and associations through specialist tour operators and travel agents, such as travel management companies (TMCs), corporate travel agents, MICE tour operators, destination management organisations (DMOs), incentive travel houses or organisations. Source: Expedia Group Media Solutions, Unpacking Bleisure Traveller Trends. 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. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. What impact does it have on Spanish tourism? MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. What is the "MICE tourism"? - Dextail Stands This means that hybrid events (a mix between virtual and in-person events) are likely to increase. 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. Dont forget to check these other essential checklists to master event planning skills: Your email address will not be published. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). 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. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage. Take time to really find out what their needs are so you can effectively tailor your services to them. Examples include. China is the worlds leading destination for business and MICE travel; the business travel sector was estimated to reach US$420 billion in 2019. more information Accept. 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. Who are MICE travelers and what they look for. 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. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Meetings are typically held in hotel conference rooms or at convention centers. 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). Leisure events like concerts or festivals fall into a different category. [citation needed] Today it is usually used to boost hotel revenue. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. This is far from true. Conferences can last a day or a week or more, depending on the structure and purpose. 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. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). 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 convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. Entering the European market for MICE tourism products | CBI hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, 'cd309df3-49e8-4753-97d4-c88aba9b40af', {"useNewLoader":"true","region":"na1"}); A number of global events focus on MICE travel, especially the incentive niche, many of which are organized by Questex Travel Group (formerly MEET). Coordinating complex trip itineraries are important parts of business travel planning. 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. It publishes a range of industry news items including a COVID-19 Situation Report, last updated in early June 2021. The MICE industry is an important tourism segment in Thailand and is a good destination for bleisure, particularly among British and German business travellers. 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. Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! PDF Meetings Tourism: Conceptualisation and Regional Vision Visits to branch offices or headquarters of the company. Both specialist operators and OTAs offer good opportunities. MICE tourism is a part of the business tourism industry. However, the Global Business Traveler Report 2021 found that 96% of business travellers consulted stated they were willing to travel in 2021, but 68% want to make their own travel decisions and 72% rank flexibility as key to business travel in the future. In this video we will introduce the concept and talk about all of the players and stakeh. The order here is: this industry is relationship driven. What Is MICE? Guide to Meetings, Incentives, Conferences, and Although we are primarily leisure ground handlers in Zambia, we also focus on international, regional and national corporate incentive groups. 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. 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. This includes: The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. 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.
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