There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. The researched issue concerns building of an attractive image of the MICE tourism destinations. 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. 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. MICE travel typically refers to corporate groups traveling with a particular motive in mind, whether that would be to attend an international meeting, enjoy the benefits of an incentive trip, participate in a conference or conventions, etc. Despite involving different sizes and complexities, all of these event types got one thing in common. 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! [citation needed]. 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. 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. Along with the above, the opportunities for Honesty and integrity are equally important. 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. What is MICE? - Meaning, Definition(S), Full Form(S) & ALL - Market Width The study includes detailed information about revising terms and conditions to help you amend yours. 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. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. The continuing MICE tourism industry growth (whether physically or online) shall have a positive impactin the growth of businesses, cities and destinations around the world. Lets say: a company that spies their competitors must be present to the events where theyll 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. The European market potential for MICE tourism | CBI In that era, commercial travel was common for the promotion and sale of agricultural or technological products ( technology understood as that of the epoch ), already making a clear professional distinction between the artisan and the commercial world. The current situation of the sector after the stoppage of the pandemic and in the context of the war in Ukraine, is being moderately positive since beyond the uncertainty and the logistical problems that are being caused, there are no significant cancellations or modifications of dates in scheduled events. Its a compromise of keeping up with the latest trends and not staying left behind. General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. MICE events are useful for a no number of occasions. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. A total of 23,093 news . But as well, their demands and expectations might also be one level higher. MICE tourism is a part of the business tourism industry. 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. [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. 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. 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. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. Nowadays, the MICE sector is in full swing. 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. Audit your current trips to identify those that might be suitable to adapt for business travellers. How to choose a keynote speaker for your corporate event. MICE Travel: What, Why, and How | Tourism Tiger Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Incentive travel trips as perks to motivate employees. MICE tourism is any tourism related with business trips for meetings, incentives, corporate events, seminars, congresses the principal element is the motivation of those in the world of work by shifting from one location to another. MICE Tourism has a series of distinctive characteristics that set it apart from the remaining subsectors of tourism6: The concentration of the convening of meetings, congresses, conventions, fairs and other corporate events held during the rest of the year, reflecting mostly 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. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. Do your research. What requirements must MICE tourism products comply with to be allowed on the European market? Your main competition is other providers selling similar products. Benidorm a Finestrat. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. Organizing a MICE event will bring advantages to your company and its workers. The MICE industry in Spain has great growth potential and must focus on innovation and sustainability. Smaller events and individual business travellers are the easiest and most convenient to target. In addition, a well established tourist offer such as that of the Spanish islands, or coastal regions like. 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. Millennials are the key market currently for MICE. 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. 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. Distance to travel will have the largest impact on time to recover. Over the years, Going Places Tours & Travel Zambia has also included business travel in its strategic plan. You can then assess where the gaps in the market are and how you can add value to your product to generate more sales. 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. Empirical analysis of the cross-cultural information searching and In other words, that represents 8.5% of all the top international events in the planet. 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 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. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. Its calculated that over 800 conventions take place in the city-state every year. Conferences are often important networking events and have been a prominent part of the business tourism industry to date. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. 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. Large groups always traveled on business. Other industry educators [who?] 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. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. Phone. We, human beings, tend to look for belonging and a sense of community. Through the last decades, they generated long-term economic growth and development to their destinations. 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. Sustainability is embedded throughout its services and the operator is a Travelife Partner, meaning the operator is committed to sustainability and ready to work towards becoming fully certified. Incentive trips as a reward for an emplyee carrying out his or her professional activity. The acronym MICE is a general term for the events industry itself. This is in part due to a growing population worldwide. (Meetings, incentives, conferences & exhibitions). Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. They ignite and model each other in a cycle that, when successful, can transform places. 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. 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. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. Annual figures of international tourists visiting Spain for work reasons. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation.