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. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. For the remainder of this report, all discussion, insight and advice has been provided on the basis of travel in normal circumstances. But as well, their demands and expectations might also be one level higher. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. 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. Actionable resources into the World of Hospitality, Business & Education, Browse our library of video content and webinars, Gain valuable insights from our reports & case studies, What is MICE? 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. MICE travelers are often keen to try a stay-cation. Tourism involves travel both locally and internationally. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. As a supplier, you will need to be professional and offer high-quality services to them. The country's annual average temperature ranges from 22 C (71 F) to 27 C (81 F). 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. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. 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. MICE comprises four event subfields. You can download WTTCs Tour Operators - Global Protocols for the New Normal for more details about the protocols for the MICE segment and decide whether to apply for the Safe Travels Stamp Application. This includes returning residents from countries such as India, South Africa and Brazil where new virus variants pose a significant threat. (Meetings, incentives, conferences & exhibitions). Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. This is in part due to a growing population worldwide. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they'll attend. Registered office: 85 Great Portland street, First Floor, London, W1W 7LT. The researched issue concerns building of an attractive image of the MICE tourism destinations. Each one of these agents need to be in mind when planning incentive trips. What Is Educational Tourism And Why Is It So Important? Rachel Ward, Going Places Tours & Travel Zambia. Key takeaways To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. 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. 2 -SWOT analysis of tourism planning and development in Dubai Thus, creating the possibility of exchange of information among this number of people is fundamental. 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. Include a blog on your website and publish content that provides valuable information for your target audience: According to Ascend2, 72 percent of marketers say that creating relevant content was the most effective SEO tactic. If we talk about Europe, research reports say that the beautiful and charming cities of Germany, for instance, generate an annual turnover of 290 billion Euros. Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. Exhibitions are often large events involving large amounts of people. It is a must to maintain an updated network of contacts and good relationships you your peers. In recent years, industry experts Meetings Alliance and the Mexico Meetings Industry Council formed an alliance, representing 12 associations and organisations to promote the segment and implement subject matter and language standards to appeal to an international market. Pre-pandemic, Indias business travel market was highly tipped for growth and it was expected that India would be one of the top five business travel markets by 2022/23. Therefore, recognizing, the travel and information searching behavior of tourists is crucial for the national tourism authorities to articulate themed planning and formulate. According to the Brazilian Association of Events Companies (ABEOC Brazil), there are around 10,000 venues available for hire, and the MICE industry generates more than R$ 67 billion (11 billion) annually. MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced. Increasingly, business travellers are choosing to include an element of leisure travel within a business trip, often referred to as bleisure or bizcation. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. Flexibility is an important factor that business planners will be looking for from their suppliers. 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. 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. 2006; Fenich, 2008). Because of that, businesses are increasingly incorporating experiences to their marketing strategy. Lets say: a company that spies their competitors must be present to the events where theyll be. 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. Above all, the secret to be highlighted here is: whos the client? 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. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. Company trips improve the work environment and help build a strong work team. What are the prices for MICE tourism products on the European market? Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. MICE tourism is a part of the business tourism industry. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Required fields are marked *. 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. 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. 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. What is MICE. 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. The European market potential for MICE tourism | CBI 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. The Basics of M.I.C.E and Its Role in Tourism - Tourism travel 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. But as well, their demands and expectations might also be one level higher. Examples include. Mice is non-seasonal tourism: Mice tourism has the particularity that it is organised every month of the year. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. Think of it as an audience that could be accessible to any tour operator (provided you're interested in For tips on doing business with European buyers, consult CBIs study. 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. The MICE customer has high expectations for high-quality services and personalised customer service. 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. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. Travel with the aim of establishing commercial relationships, negotiations with suppliers or capturing investment opportunities. . Tourism is also a major influence in how we see and understand the world. This will give you plenty of time to prepare for the safe return of European MICE travellers. 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. Also, it provides great . Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . [1] Other industry educators[who?] This represented a contribution of 1.5% of the national GDP. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. 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. 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). It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. 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. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. WeChat, the communications and retail platform, has been optimised to include features such as event registration and payment, real-time customer service and feedback, and onsite social engagement. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. 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. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. 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. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. e-visa. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. You must be clear about the protocols and standards that you have in place to protect visitors. 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. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. 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. MICE tourism acronym stands for Meeting, Incentive Travel, Conferences and Exhibitions. MICE tourism is known for its extensive planning and demanding clientele. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. Are knowledgeable, professional, and prepared. 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. +34 932 749 515 She completes: And to understand the clients needs, you need to interpret beyond what they say.. That pretty much sums up how professionals in the field are in love with what they do. You should understand what these regulations are. Of the annual events, these are some of the most prominent in the industry around the world: hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, '6659b881-caf6-4607-82dc-41f1b39bca1b', {"useNewLoader":"true","region":"na1"}); Got a story to share? This figure hints at the true dimension of a type of tourism, MICE tourism, destined to be one of the backbones of the service sector worldwide. All rights reserved. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. Tourism: Characteristics & Types - Video & Lesson Transcript - Study.com 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. 14.1 Globalization and the Tourism Industry - Introduction to Tourism of domestic tourist,inboud and outbound done Types of tourism not done why do people travel continue what is meant by MICE done what is incentive . Constructing high-quality content that provides valuable information about topics related to your tourism business . Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. 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. Find out more about the company you want to do business with so you have a solid understanding of their needs. are recommending the use of "events industry" to be an umbrella term . PDF The economic impact of MICE Tourism - University of St. Gallen Take time to really find out what their needs are so you can effectively tailor your services to them. Esmat A. Zaidan. 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. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. 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. 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. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. Be on hand to offer other services to this type of guest, such as taxis or other advice for getting around. Its a compromise of keeping up with the latest trends and not staying left behind. Incentive travel trips as perks to motivate employees. Most European countries identify other countries as green, amber or red list destinations, with red list countries subject to the strictest regulations, such as compulsory quarantine in government facilities and travel for leisure being forbidden. At Dextail, we are specialized in organizing events for companies and business meetings, and we have extensive experience making a multitude of corporate events a success. What requirements must MICE tourism products comply with to be allowed on the European market? Other industry educators [who?] 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 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. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. Not spying in an illegal way. Exhibitions and B2B fairs to network, find new business suppliers/providers. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. Offsite events tend to increase the motivation of workers thanks to breaking with the work routine, they help to strengthen interpersonal relationships both internally and between workers and clients, and encourage the exchange of ideas and projects. 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. Meetings are typically held in hotel conference rooms or at convention centers. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. These visitors are clearly attending to events to execute this particular activity. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. Jun 2015. 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. It generates employment throughout . High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. MICE tourism includes travel to meetings (M), incentives (I), conferences (C), and exhibitions (E), of which the conference market is the most lucrative. Europeans are more likely to travel to small meetings, with in-person events accounting for 50% of all events. Technologies that support these will be highly sought after.