General Data Protection Regulation (GDPR), Liability Insurance and Insolvency Protection, The United Kingdom (UK) government has categorised all countries by. Are knowledgeable, professional, and prepared. Therefore, MICE products are highly price-sensitive and buyers will be looking to get the best value possible. The researched issue concerns building of an attractive image of the MICE tourism destinations. [citation needed], Most components of MICE are well understood from their names, perhaps with the exception of incentives. 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. Switzerland, all s/n,Partida del Moralet, 03502 Benidorm, Alicante, Espaa, Phone : +34 96 500 43 00Email : comercial@grandluxorhotel.com, This site is protected by reCAPTCHA and the Google, Meetings with partners, clients or workers, Attending corporate events related with the workers activity (congresses, seminars, fairs, showrooms). The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. However, although still young, Gen Z make up more than 32% of the global population and are already keen travellers for leisure. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. 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. The Meetings segment is the largest of the four. 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. It means that, in addition to notoriety for the market itself, the company also stands out before the competition and gains credibility with potential customers. We, human beings, tend to look for belonging and a sense of community. Incentive travel trips as perks to motivate employees. After all, what could be better for our ego than finding people who think like us? It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. Before the pandemic, rapid growth of the MICE segment was forecast to reach US$31 billion by 2026. Your e-mail This is far from true. 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. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. Take time to really find out what their needs are so you can effectively tailor your services to them. Put together a range of two- to four-day post-conference/event programmes that include a variety of activities such as culinary, sightseeing, outdoor activities. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. Reasons why MICE professionals and brand delegates love live events. Flexibility is an important factor that business planners will be looking for from their suppliers. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. 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 MICE industry in Spain has great growth potential and must focus on innovation and sustainability. As the overweight/obese population rapidly increases, they will inevitably become a potential source of BMSCs for clinical application, especially when . 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! 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. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. Reprinted by permission. Benefit trips connected with the corporate social responsibility of the company. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. 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. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. However, the approach to this market is fundamentally different from that of leisure tourism. 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. 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. Both platforms also offer listings of attractions and things to do. Business planners want to be especially reassured when dealing with their suppliers. 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. What requirements must MICE tourism products comply with to be allowed on the European market? 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. Honesty and integrity are equally important. 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. As a business you can play a role in the facilitation of the event itself, or . This will give you plenty of time to prepare for the safe return of European MICE travellers. 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. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. What requirements must tourism services comply with to be allowed on the European market, Global Business Travel Association (GBTA), four in 10 business travellers planning to fly less, How to respond to COVID-19 in the tourism sector, Tour Operators - Global Protocols for the New Normal, the importance of health and safety in business tourism, 10 tips for doing business with European tourism buyers, ISO (International Organization for Standardization), How can tour operators contribute to sustainable tourism, Market and communicate your green credentials, 7 tips for hotels looking to attract more bleisure travellers, How to be a successful tourism business online, 10 tips for finding buyers on the European tourism market, business travel-ready Airbnb listings can generate more revenue, Indonesia Inbound Tour Operators Association (INTOA), The European market potential for MICE tourism. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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 can be broken down into four big groups. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. 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. As part of MICE, bleisure travel is also less seasonal than general leisure travel, which makes it a good year-round travel product. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. 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. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. [1] Other industry educators[who?] Secondly, in modern times, DMOs (Destination Marketing Organizations) and DMCs (Destination Management Companies) proved the power of MICE tourism. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. Traditionally, MICE encompasses mostly business events. | Travel Is The Best Education! Keith Hollinshead (2019) refers to it as tourism world-making, or the way in which a place or culture is marketed and/or presented to tourists. 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 Its calculated that over 800 conventions take place in the city-state every year. This process of marketing and bidding is normally conducted well in advance of the event, often several years, as securing major events can benefit the local economy of the host city or country. 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. 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. Above all, the secret to be highlighted here is: whos the client? The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. Leisure events like concerts or festivals fall into a different category. Your main competition is other providers selling similar products. Ensure that you can provide reliable Wi-Fi and Internet access. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. The MICE industry size was valued at $805 billion in 2017 and was expected to grow at a CAGR of 7.6% to reach $1,439.3 billion by 2025. 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. 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. Company trips improve the work environment and help build a strong work team. What is MICE. 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. They are often in the form of trade shows. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. MICE tourism is a part of the business tourism industry. In October and November 2020, the Ministry of Tourism and Creative Economy (MoTCE) organised the Indonesia Corporate Travel and MICE B2B tradeshow in five cities: Jakarta, Bali, Yogyakarta, Malang (East Java) and Bogo (West Java). So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective. 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. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. What competition will you face in the MICE tourism market? 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. 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. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. Theyre all strongly related to business travel. Other industry educators [who?] In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. With more than 16,000 kilometers of coastline, more than 6,000 islands and islets, and a well-established tourism industry, Greece presents a prime investment opportunity in the Tourism sector. 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! 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. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely.

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