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. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); Address : Ctra. MICE tourism is competitive and there are many destinations, venues and other MICE services that European buyers can choose from. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. MICE tourism is known for its extensive planning and demanding clientele. Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. 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. Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. 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. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . MICE tourism is an important part of the tourism industry in the South American region. Lesson Transcript. MICE creates huge trade and business value, economic value and also personal value. Impacts and Benefits of MICE Tourism: A Framework for Analysis Become an EHL Insights contributor, EHL GroupRoute de Cojonnex 18 1000 Lausanne 25 Switzerland. 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. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. Generates increased tourism expenditure as business travellers usually spend more than leisure tourists. 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$24.97 billion. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. The Global Business Travel Association (GBTA), the worlds leading and largest business travel and meetings association, has forecast an acceleration of MICE and business travel activity between 2022 and 2024. When planning a MICE, aim to start from the beginning, asking yourself the 5 Ws and the 2 Hs first: These are the most fundamental questions for common problem solving youll need to sort out when you start planning any MICE event. After all, what could be better for our ego than finding people who think like us? It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. Badalona Barcelona (Spain) Conferences and Congresses involving large numbers of delegates, members of associations, institutes or organisations, often hosted annually or bi-annually. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. this industry alone generated more than US$ 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. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. You should be prepared to negotiate. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. Company trips improve the work environment and help build a strong work team. 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. They have tons of updated info to help event pros and students to keep up to date. But who are these traveler and what they look for? 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. This paper discusses some neglected issues relating to the assessment of the narrower economic impacts, the economy-wide impacts and the net benefits of an expanding MICE sector within a tourism destination. That means, after attending to a corporate event, visitors and participants can dedicate some time to get to know more about the place and its attractions. 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! Who are MICE travelers and what they look for. Furthermore, this study aims to examine the trends of each topic within news articles and identify the characteristics of topics over the past 30 years by developing graphs. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. Esmat A. Zaidan. In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. 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. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. 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. Lets say: a company that spies their competitors must be present to the events where theyll be. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . 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. 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 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 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. However, never promise what you cant deliver. Leong (2007) defines MICE as a type of tourism where groups of participants are gathered to achieve certain purposes. Flexibility is an important factor that business planners will be looking for from their suppliers. 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. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. So its about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. MICE travelers also usually spend 17.5% more than leisure tourists. Do your research. Conferences are often important networking events and have been a prominent part of the business tourism industry to date. 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). 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? 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. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. All rights reserved. Benefit trips connected with the corporate social responsibility of the company. The acronym MICE is a general term for the events industry itself. Audit your current trips to identify those that might be suitable to adapt for business travellers. 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). 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. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. This is in part due to a growing population worldwide. 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. It specialises in all aspects of MICE as well as shopping tours and classic sightseeing tours. 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. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. Not spying in an illegal way. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. They are often in the form of trade shows. 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. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. 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. Millennials are the key market currently for MICE. Theyre all strongly related to business travel. 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. According to a recent study carried out at European level, Spain is the leading destination for receiving MICE tourism, followed by France, Germany, Italy and the United Kingdom. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. Please review our market information disclaimer. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. 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. Besides, one needs to go out there and explore. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. As you will imagine, Madrid and Barcelona are at the top of the ranking. 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. Today, the MICE tourism industry moves 280 million people a year in the world, which represents a quarter of the worlds tourists. The growing trend for including leisure activities whilst on a business trip (bleisure) offers numerous opportunities for local tour operators to enter the market and develop leisure tourism experiences for business travellers. 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! Introduction to MICE Tourism - YouTube Individual business customers may book a bleisure experience through an OTA or directly with a tour operator, covering the cost themselves or within a budget set by the business. MICE Travel: What, Why, and How | Tourism Tiger