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MICE ( Meetings, Incentives, Conference / Conventions, Exhibitions )
Meetings, incentives, conferences and event / exhibition, or Meetings, Incentives, Conventions, and Events (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose. Recently, there has been an industry trend towards using the term 'meetings industry' to avoid confusion from the acronym.Other industry educators are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events profession.
Most components of MICE are well understood, perhaps with the exception of incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group. Examples: Medical Facilities, Theme Parks
MICE event locations are normally bid on by specialized convention bureaux in particular countries and cities and established for the purpose of bidding on MICE activities. 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. Convention bureaus may offer financial subsidies to attract MICE events to their city. Today it is usually used to boost hotel revenue.
MICE tourism is known for its extensive planning and demanding clientele.
MICE ( Meetings, Incentives, Conference / Conventions, Exhibitions ) may include :
The origins and evolution of research on event tourism are pinpointed through both chronological and thematic literature reviews. ... Conclusions are in two parts: a discussion of implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism.
The growing importance of MICE in tourism. THE MICE (meetings, incentives, conferences and exhibitions) industry is considered a big part of tourism sector. Therefore, hosting events is considered a highly effective way to augment the city's tourism income.
· MICE Industry
The Meetings, Incentives, Conferences and Events Industry, often referred to as the MICE industry, is large and diverse by its nature and consists of organizers and suppliers engaging in the development and delivery of meetings, conferences, exhibitions and other related events held to achieve a range of professional, business, cultural or academic objectives.
The activities of the meetings industry play a key role in the future growth for businesses, cities and destinations and wider still as a critical driver of economic growth and GDP. The global economy and the World Tourism Organization acknowledge that developments in the meetings industry can be an essential driver of the nation’s economy.