Module 5 MICE Industry

THC5
Micro Perspective in Tourism and Hospitality
MICE Industry
Professor: Rosenda Femarie Q. Singson

What is Business Travel and Tourism
 Business tourism is concerned with people traveling for purpose which are related to their
work.
 It represents one of the oldest forms of tourism – man having traveled for this purpose of
trade very early times. - “Rod Davidson”
 MICE can also be referred to as Business Tourism or Business Events.

What is MICE?
 MICE is an acronym that stands for meetings,
incentives, conferences, and exhibitions.
 Traditionally, MICE encompasses mostly

business events. Leisure events like concerts
or festivals fall into a different category.
However, many organizers now add leisure
elements to larger events to better engage
attendees and create a more memorable
experience.
 In recent years, the terms "meetings

industry" and "events industry" have been
gaining popularity as alternatives for MICE.
MICE
– Meetings
– Incentives
– Conventions
– Events
M- Meetings
 Meetings are usually a single-day event held in hotel
conference rooms or at convention centers. They can
vary in size from only a small group of senior executives
to larger gatherings like annual shareholder meetings.
 The purpose is to bring together people from one

company, industry, or project to address challenges,
discuss plans, and set goals.
 An event where the primary activity of the attendees is

to attend educational sessions, participate in meetings /
discussions, socialize, or attend other organized events.
Formal or informal
Three Categories of Meetings
 Association Meeting – are usually of a practical or
technical nature and are related to individual trade
association, professional societies or academic
institutions.
 Corporate Meeting – businesses use to communicate

with staff and distributors.
 Government Meeting – governors from all over the

world are participated.
 For example: WTO, APEC and IMF conference.

Common Types of Meeting
 Committee meeting – a coming-together of a defined
subset of an organization
 Investigative meeting – conducting a pre-interview, exit

interview
 Kickoff meeting – first meeting with a project team and the

client of the project.
 Town hall meeting – an informal public gathering.
 Work meeting – produces a product or an intangible results

such as a decision.
Types of Meeting
 Clinic – work-type educational experience in which
attendees learn by doing
 Forum – assembly for the discussion of common concerns
 Seminar – lecture and dialogue that allow participants to

share experiences in a particular field
 Symposium – event at which a particular subject is

discussed by experts and opinions are gathered.
 Workshop – small group led by a facilitator or trainer

I - Incentives
 The goal of an incentive is to thank people for their great
performance, boost morale, or increase employee loyalty.
 Incentives are travel rewards a company may provide in

return for excellent professional performance from
individual employees, groups or partners.
 Incentive travel is a tool for motivating people involved in an

organization success. It is a means of rewarding them for a
job well done or excellent sale results
 Incentives can take different forms depending on the

company organizing them. Some may send their team for
an all-inclusive weekend trip to an out-of-town resort.
C - Convention
Conferences takes meetings to the next level and are supersized meeting. They often last
several days and can vary in size, but usually they have more attendees than meetings and
include not only key members of the organization but also guest speakers and the general
public.
 It is an assembly of persons met for a common purpose. Conventions are usually held
annually, calling for more intensive planning organizes not only the business of the
convention but also ans extensive social program
 Large meetings with some form of exposition or trade show included. A number of
Associations have one or more conventions per year. These conventions raise a large part of
the association budget
Common Activities at Conferences
 Panels: A group of experts discusses a topic and presents new findings. A moderator asks questions, ensures
good flow, and may take questions from the audience.
 Presentations: At a company conference - senior leaders may present the latest successes or results of the
business. At public industry conferences - leaders may be invited as guest speakers to share the newest
trends and insights. Presentations often rely on props, slides, or other visual elements.
 Speeches: Also known as keynotes, speeches often mark the beginning or end of a conference. Sometimes
it’s the host or organizer welcoming or thanking attendees for joining.
 Discussions: They can be part of a panel. In this case, a select group talks about a topic while the audience
listens. Some organizers use breakout rooms to encourage active debate among small groups of attendees.
 Workshops: A small group of participants works on a specific problem case or researches a certain topic.
This approach is a great way to offer attendees an interactive learning experience.
 The purpose of conferences varies, but usually, they are meant to address and find solutions to challenges in
a business or industry. Sharing new insights and research is a big part of that. So are networking and team-
building activities.
Three Categories of Conventions
 Conventions – big meeting
 Congress – big meeting used in European countries and

the commonwealth related to politics and assemblies A
congress is a formal meeting of the representatives of
different countries, constituent states, organizations, trade
unions, political parties, or other groups
 Conference – big meeting that last for several days with

hundreds or thousands of participants in USA or other
region. Normally conference is accompanied by the
exhibition or other activities.
E - Exhibitions
Exhibitions are essentially trade shows where an organization promotes its key
products and services to the public. Exhibitions are usually massive events that
draw thousands of visitors and exhibitors from around the world. They can last
anywhere from several days to a week.
Exhibitions are usually very industry-specific and have a well-defined target

market. They are hyper-focused events that drum up business and help
employees to network and build lasting professional relationships. Events at
which products and services are displayed.
Exhibitors go to trade shows to present and promote their product or service,

drive business, and liaise with existing and potential partners. Industry
professionals go to network, find clients or jobs, and discover new ways to solve
problems.
Exhibitions may also be called trade or expositions in different part of the world
Common Activities at Exhibitions
Networking events: Trade shows often have networking parties
for subgroups among their attendees. This is a great place to
meet potential partners, discuss collaborations, and exchange
thoughts on current trends.
Awards: An award show is part of many exhibitions and honors

industry leaders for their achievements. It also gives winners
quite a PR and marketing push. Even if you’re not up for an
award, it’s worth checking out the nominees for inspiration.
New business pitches: Since trade shows want to promote

growth and innovation in their industry, there’s often a dedicated
event for new business pitches. It’s great for start-ups to gain
visibility, funding, clients, and job applicants.
Size and Scope of the Industry
 Associations are the main independent political force for industries such as
hospitality, offering the following benefits:
 Governmental / political voice
 Marketing avenues
 Education
 Member services
 Networking
Key Players
 The major players in the convention industry are:-
 Convention and visitors bureaus CVB’s)
 Meeting planners and their clients
 Convention center
 Specialized services
 Exhibitions
Convention and Visitors Bureaus
 Not for profit umbrella organization that represents an urban
area that tries to solicit business or pleasure seeking visitors
 Primary outcome is to generate and increase revenues of a

city
 It comprise a number of visitor industry representing the

various industry sectors:-
 Transportation
 Hotels
 Restaurants
 Attractions
 Supplies
Meeting Set-ups
 Theatre style – large audience
that does not need notes
 Classroom set-up – meeting set-

up is instructional. Workshop
style
 Boardroom set-up – small

number of people. Meeting takes
place around one block
rectangular table.
Supplies in MICE Industries
Introduction
Outline
An Individual Business Trip
Delegates Attending a Professional Association
Conference
Exhibitor at Trade Fair
Participants in Incentive Travel Trip
Facilities
Facilities That a Convention Center Must Have
THANK YOU
Tusentack
Terimah Kasih
Tak Muchas Gracias

Doumo
Gamsahamnida

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THC5

Micro Perspective in Tourism and Hospitality

Professor: Rosenda Femarie Q. Singson

 MICE can also be referred to as Business Tourism or Business Events.

 Traditionally, MICE encompasses mostly

 In recent years, the terms "meetings

 The purpose is to bring together people from one

 An event where the primary activity of the attendees is

 Corporate Meeting – businesses use to communicate

 Government Meeting – governors from all over the

 For example: WTO, APEC and IMF conference.

 Investigative meeting – conducting a pre-interview, exit

 Kickoff meeting – first meeting with a project team and the

 Town hall meeting – an informal public gathering.

 Work meeting – produces a product or an intangible results

 Forum – assembly for the discussion of common concerns

 Seminar – lecture and dialogue that allow participants to

 Symposium – event at which a particular subject is

 Workshop – small group led by a facilitator or trainer

 Incentives are travel rewards a company may provide in

 Incentive travel is a tool for motivating people involved in an

 Incentives can take different forms depending on the

 Congress – big meeting used in European countries and

 Conference – big meeting that last for several days with

Exhibitions are usually very industry-specific and have a well-defined target

Exhibitors go to trade shows to present and promote their product or service,

Awards: An award show is part of many exhibitions and honors

New business pitches: Since trade shows want to promote

 Governmental / political voice

 Convention and visitors bureaus CVB’s)

 Meeting planners and their clients

 Primary outcome is to generate and increase revenues of a

 It comprise a number of visitor industry representing the

 Classroom set-up – meeting set-

 Boardroom set-up – small

Tak Muchas Gracias

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