MICE: Meetings, Incentives, Conventions, Exhibitions

MICE Definition

• According to Juliana Hahn (2021), MICE is an acronym that stands for meetings, incentives, conventions, and exhibitions
• Recently, "meetings industry” and “events industry" have become alternatives for MICE
• MICE tourism makes up a big part of global business travel since every industry has regular events of some kind
• The goal is is to bring professionals together, foster connections, promote new ideas, and push growth
• Traditionally, MICE encompasses business events
• Leisure occasions such as concerts or festivals are categorised separately
• Many organizers add leisure elements to larger events

Meetings

• Meetings are usually single-day events in hotel conference rooms or in convention centers
• The size can vary from a small group of senior executives to large gatherings
• Meetings aim to bring together to address challenges, discuss plans, and set goals

Forms of Meetings

• Clinic: A workshop with one-on-one interaction where attendees learn by doing
• Forum: An assembly to discuss a group’s common concerns, with experts presenting opposing views
• Seminar: Professionals come together under a leader's guidance
• Symposium: A meeting where experts discuss a subject, and a consensus is gathered
• Workshop: A small group led by a trainer focusing on skill enhancement
• Conference: Professionals formally meeting for a common

Meeting Setup

• Meetings are organized by corporations, associations, or social, military, educational, religious, and fraternal groups
• Three setup types, all depends on the client's request

Meeting Setup Types

• Theater Style: For a large audience not needing notes or documents
• Classroom Setup: Participants need to take notes or refer to documents.
• Boardroom Setup: Designed for a small number of people

Incentives

• Incentives includes travel rewards a company offers to staff, teams, or partners
• The goal is to thank people for their great performance, boost morale, or increase employee loyalty
• Forms of incentives can vary, but may include an all-inclusive weekend trip to an out-of-town resort
• Some companies plan activities closer to home to encourage staff bonding
• Companies take certain factors into account when planning incentives

Factors to Consider When Planning Incentives

• Setting specific goals
• Measuring performance
• Communicating standards to participants

Conventions

• Conventions are larger meetings that include exposition or trade shows
• Associations normally have one or more conventions per year and raise a large part of their budget

Typical Convention Format:

• Welcome Registration

• Introduction of the association president

• President’s welcome speech

• First keynote address by a speaker

• Exposition booths open

• Several workshops or presentations on specific topics

• Luncheon

• More workshops and presentations

• Demonstrations of special topics

• Vendor’s private receptions

• Dinner

• Convention center closes

• Conventions are often held in large hotels not convention centers

• They last three to five days and have more attendees than regular meetings

Exhibitions

• Also referred to as trade shows

• Exhibitions are big events that draw thousands of visitors/exhibitors globally

• They last days (up to a week)

• Intended for exhibitors to present/promote products/services, drive business and liaise with partners

Common Exhibition Activities

• Networking events: Trade shows often have networking events for subgroups, to connect with partners and exchange knowledge
• Awards: Award shows a part of many exhibitions and honor industry leaders

Meeting Planners

• Meeting planners make bookings and make sure services have been rendered

Meeting Planning Activities

• Pre-meeting Activities: Planning meeting agenda, establishing objectives, predicting attendance, setting budget, selecting site and hotels, negotiating contacts, planning exhibitions, preparing packets, creating a marketing plan, planning travel, arranging transportation, shipping, and organizing audiovisual needs
• On-site Activities: Conducting pre-event briefings, preparing executive plans, troubleshooting, and approving invoices

Convention and Visitors Bureau (CVB)

• A local organization that promotes a city or region as a destination for conventions, meetings, events, and tourism.
• Main function is to attract and supports travellers, including conference planners, tourists, to the area
• acts as a liaison to coordinate between event organizers and local business

Special Event Types

• Corporate Events: Incentive programs, product launches, inaugurations, anniversaries, retirements, groundbreakings, ribbon cuttings
• Meetings, Conventions, and Expositions: Ceremonies, galas, dances, opening receptions, awards, themed events, trade shows, expositions
• Public Events: Parades, firework displays, festival fairs, inaugurations or swearing-in ceremonies, holidays, military ceremonies, sporting events
• Retail Events: Grand Openings, promotions, celebrity appearances, and seasonal promotions
• Social or Private Events: Weddings, anniversaries, graduations, reunions, funerals, memorials, births, Christenings, charity balls, runs, auctions

MICE Tourism

• MICE tourism can benefit a destination’s economy, and can provide many opportunities for individual firms or orgs
• All according to Dr. Hayley Stainton (2021)

More MICE Tourism Benefits:

• Facilitates access to new technology
• Attracts high-spending visitors
• Provides high yield and returns per capita
• Enhances international economic contact
• Creates a more economic multiplier effect and competitiveness

Travel Trade

• Travel Agents: Organize personal travel and accommodation for travelers
• Tour Operators: Plan for large travel groups or events
• Wholesalers: Develop and market inclusive tours through travel agencies
• Tour Guides and Couriers: Travel with tourists to ensure their needs are met and visits run smoothly
• Short Break Operators: Offer packages, usually between one (1) and four (4) nights
• Group Travel Organizers (GTOs): Work voluntarily, organizing travel on behalf of organizations
• Hotel Booking Agencies: Procure accommodation facilities and services for their clients
• Coach operators: Offering brochures of coaching holidays, they range from small driver-owned companies to large operators
• Conference and Incentive Organizers: Offer tourism-based incentives for companies looking to reward, encourage, and recognize high performance
• The travel trade can attract new markets, visitors to a destination and encourage them to spend more time exploring what is offered