MICE Tourism – An Introduction
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MICE Tourism – An Introduction
The Meetings, Incentives, Conferences and Exhibitions (MICE) industry is extensively and rapidly growing and is largely associated with travel for business purpose
Each different subsections of MICE have quite different characteristics but as a whole they are referred to as MICE Tourism. The MICE industry - a service industry combining trade, transportation, finance, and travel—has been active in Europe and America for over a century.
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MICE Tourism – An Introduction
Despite the development of telecommunications and the current financial crisis, the need for direct contact has always existed and will always be there. Today, countries all over the world are putting their best foot forward to develop the MICE industry as a means to enliven national economic development.
The first organized travel happened within the framework of a congress visit in 1841 when Thomas Cook arranged the transportation for 570 participants of the annual congress of the Antialcoholics Association.
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MICE Tourism – An Introduction
MICE Meetings can be Formal or informal deliberative assembly of individuals called to debate certain issues and problems, and tovtake decisions.
MEETINGS Corporate Meetings
Internal
External
Non-Corporate Meetings
In / External
NGO
IGO
Associations
Academic Conferences
Professional Meetings
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MICE Tourism – An Introduction
MICE Incentive travel has emerged as a popular means of rewarding the employees’ achievements and contributions, by several business houses especially multinational companies, Insurance Companies, Banks etc.
v
One of the main reasons why corporates spend on this segment is that an executive travelling abroad, whether to attend a conference / exhibition or even on a holiday, is bound to strike business opportunities during the visit.
Incentive Tours market has become the fastest growing sector within the tourism industry.
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MICE Tourism – An Introduction
MICE Conferences or conventions are generally described as multi-day events attended by at least a hundred delegates for the purpose of exchanging business information.
The difference between meetings and conferences lies in, both, v the number of people attending and the duration of the event.
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MICE Tourism – An Introduction
MICE Factors used for Considering the Venue for an International Conference Rank
Factor
Score
1
Business / Networking
7.8
2
Total Cost
5.8
3
Conference Facilities
5.6
4
Miscellaneous Facilities
5.6
5
Connectivity
5.4
6
Accomodation
4.4
7
Immigration
4.0
8
Tourism
3.1
9
Other Recreation
3.1
(Source: Consumer Survey) Proprietary copy of CopperBridge Media
MICE Tourism – An Introduction
MICE Exhibitions involve the drawing together of corporate leaders and business-minded people for the purposes of viewing products and services of different enterprises and business groups.
The E in MICE is sometimes also applied to Events. In such cases it covers corporate events or it could v even be sporting events.
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Importance for Destinations
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Importance for Destinations
MICE could be counted on to bring enormous economic benefit to the countries and cities that host them.
International Congress & Convention Association (ICCA) statistics show, that a total of 400,000 conferences and exhibitions are held worldwide every year at the total outlay of US$280 billion.
The Global Association of the Exhibition Industry (UFI) points out that as annual MICE industry output value has already reached US$1.16 trillion (including US$400 billion for conferences and US$760 billion for exhibitions).
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Importance for Destinations
Statistics show that the average spending level (not including tour fees) of European MICE tourists is 700-1000 dollars per day, while the figure is 400 dollars per day for Asian tourists.
According to Gilbert Whelan, former Chair of the Pacific Asia Travel Association PATA, now Director of MICE Vietnam Club, MICE tourism can bring the revenue much higher than other normal types of tourism.
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Importance for Destinations
The main advantages of the growth of MICE tourism for Destinations are: • The economic growth of the region as a whole gets a boost
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• It results in the development of better infrastructure, mainly in transportation, accommodation and air services
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Importance for Destinations
The main advantages of the growth of MICE tourism for Destinations (contd.) • The different events attract investors from other parts of the country and the world
v
• The elements of relaxation, shopping and sightseeing are usually included in MICE trips
It has been found that around 19% of delegates travel with at least one accompanying person and that 39% of them visit other areas either before or after a meeting or conference.
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Importance for Destinations
Top 10 destinations for MICE business ( The International Conference and Convention Association (ICCA) publication )
The new top 20 country rankings, according to the number of confirmed major meetings held, are:
The top 20 city rankings, again going by the number of meetings hosted in 2011, are:
1. USA – 759 meetings
1. Vienna – 181 meetings
2. Germany – 577
2. Paris – 174
3. Spain – 463
3. Barcelona – 150
4. UK – 434
4. Berlin – 147
5. France – 428
5. Singapore – 142
6. Italy – 363
6. Madrid – 130
7. Brazil – 304
7. London – 115
8. China – 302
8. Amsterdam – 114
9. Netherlands – 291
9. Istanbul – 113
10. Austria – 267
10. Beijing – 111
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What MICE Destinations Offer
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What MICE Destinations Offer
Some of the factors that lure Indians to international MICE destinations include: Value for money: Destinations like Sri Lanka, Thailand, Dubai and others have reduced their costs to provide an attractive option to Indian domestic destinations. Close proximity: Dubai, Sri Lanka, Malaysia, Thailand and Mauritius are just a few hours away. Accessibility: Different airlines have increased the frequency of their flights and added on more seats, so now Indian travellers have easy connectivity to several international destinations
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What MICE Destinations Offer
Some of the factors that lure Indians to international MICE destinations (contd.) Proactive tourism boards: They regularly participate in trade shows and conventions here to market their countries as attractive MICE destinations by offering advice regarding accommodation, venues, transportation and other services. They also offer Indian business v travellers a plethora of incentives such as preferential airfares, accommodation, transportation facilities and help with custom and immigration clearances.
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What MICE Destinations Offer
Some of the factors that lure Indians to international MICE destinations (contd.) Tourist attractions: Leisure-starved MICE travellers find the lure of the many attractions of foreign destinations such as theme parks, spas and beaches hard to resist.
Excellent infrastructure: MICE participants are always drawn towards destinations with excellent infrastructure. Hassle-free visa regulations: Countries like Sri Lanka and Thailand provide visas on arrival for Indians.
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Indian MICE scenario
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Indian MICE Scenario
With the splendid Himalayan ranges in the north and an endless stretch of golden beaches in the south, India is a vivid kaleidoscope of landscapes, magnificent historical sites, royal cities, rich culture and incomparable hospitality.
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Indian MICE Scenario
With the burgeoning of Indian enterprise, Indian business persons are becoming more globally aware and are increasingly seeking a presence at trade fairs and conventions across the world. Europe in particular is attracting huge numbers of Indian exhibitors and visitors.
It was only after the liberalization of the economy in the early 1990s that MICE travel got a boost in India.
Formerly, the restrictions on foreign exchange were a big deterrent.
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Indian MICE Scenario
ICPB, the MICE Ambassador of India India Convention Promotion Bureau (ICPB) is a management oriented organization that has been promoting and establishing India as a preferred MICE destination. For the past 25 years, under the direction of the Ministry of Tourism, Government of India, ICPB has been providing free information and infrastructural assistance to its members in organizing and hosting v many successful international conferences and conventions.
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Indian MICE Scenario
In the Asia Pacific region, Indian business travelers rank second in average number of trips taken during the first six months of the year 2011. As a side note, the Accor survey shows that business travelers are very much eco – conscious.
Hong Kong India
would choose a hotel simply because it is more environmentally conscious
Singapore
Both destinations most frequently travelled to for business
The average number of trips for Chinese respondents was boosted by a significant segment of ‘road warriors’ – 15% took 20+ business trips in the first 6 months of the year.
would pay extra to stay in a hotel with a superior environmental commitment to a similar standard hotel in the same location.
( Source: Accor - Asia Pacific Business Traveler Research 2011 )
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Short Notes
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Short Notes
Compared with traditional tourism sectors, such as sightseeing and leisure tours, MICE projects typically feature greater numbers of tourists, longer dwell periods, higher fees and, most importantly, greater profits.
A MICE event is always a showcase for a city's overall image - its history, culture, tourist attractions, economic development levels and, above all, its future potential.
Increasingly, the success of MICE tourism inevitably boosts the host city's appeal to both tourists and business people, a fact that has not been lost on many local governments.
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Short Notes
In India, while the incentives segment is ahead in the race, the other aspects of MICE are not far behind. A number of Indian business groups and exporters regularly participate in international exhibitions and trade fairs related to consumer products, handicrafts and jewellery.
Such activities help them in launching new products, attracting new clients, increasing sales, and exchanging useful information.
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Sources:
• IIMB-ICPB Study for Ministry of Tourism, Government of India • Meeting, Incentive, Convention, and Exhibition (MICE) Industry: Analysis & Investment Opportunities [Taiwan]
• www.letstravelzine.com • www.chinadaily.com.cn • www.seebtm.com
• www.vietnamnet.vn • www.icpb.org • www.eturbonews.com
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