What are the requirements for tourism services in the European market? Traditionally, MICE encompasses mostly business events. The alliance also works to improve the professionalism and sustainability of the sector. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). It has provided services for a range of corporate clients, many of which are featured on its website, and features a range of gallery images to showcase its products. 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). The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. The operator has embedded sustainability into its business events and tools, through initiatives such as eco-friendly products for all MICE events, recycling/reusing where possible, offering local and in-season food produce, restricting use of plastic bottles, using digital/mobile platforms instead of paper and reducing waste. At the beginning of 2021, social events were expected to begin the recovery of the MICE industry, followed by the entertainment events sector. The EU Digital COVID Certificate issued to vaccinated people would restore confidence and the ability to travel freely. Switzerland, all 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. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. The MICE industry is dominated by Europe and the Asia Pacific regions, which together account for a 70% share of the value of the market for both domestic and international travellers. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. A trend that is particularly popular among younger business travellers, online travel operator (OTA) Airbnb states that 15% of customers are booking for business travel. There are two major end-markets for MICE: Companies and associations vary in size and there is no typical type. 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. For more information about developing suitable travel products for a variety of tourism niches, consult CBIs. Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of tourism in which large groups, usually planned well in advance, are brought together. For the future, India is well-placed to increase bleisure offers its exceptionally rich culture and heritage gives multiple opportunities to provide the business traveller a wide range of unique experiences. These numbers make MICE tourism one of the main sectors within the tourism industry. a week or more). 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. That pretty much sums up how professionals in the field are in love with what they do. Both cities have a wide range of tourism activities and attractions that would appeal to bleisure tourists. This blog, How can tour operators contribute to sustainable tourism offers some practical advice. Meeting is a gathering of two or more . This will help you build up knowledge and experience of the sector and the needs of the customer. This means that hybrid events (a mix between virtual and in-person events) are likely to increase. Also, it provides great . Business travellers from Germany and the UK are keen on bleisure, spending, on average, 3.2 days and 2.8 days respectively on bleisure trips in 2018. Your email address will not be published. The Global Business Travel Association (GBTA), the worlds leading and largest business travel and meetings association, has forecast an acceleration of MICE and business travel activity between 2022 and 2024. Based in Jakarta in Java, Panorama Destination is a destination management company that provides logistical support for the MICE industry. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. The ISO (International Organization for Standardization) publishes a range of international standards for use by companies. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . It also offers bespoke tours to leisure travellers. The increase in demand for bleisure experiences (defined as leisure mixed with business) offers local tour operators significant opportunities to develop suitable products for the market. A wide range of people, services and skills are involved in the MICE industry such as sponsors, planners, convention and visitor bureaus, meeting venues, accommodation, suppliers, planners, event management and participants themselves. In some countries, MICE is called Business Events. Tourism involves travel both locally and internationally. The researched issue concerns building of an attractive image of the MICE tourism destinations. Meetings and business events such as Annual General Meetings (AGM), board meetings, sales meetings, presentations, product launches, supplier meetings, team building events, business training courses/events. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. Who are MICE travelers and what they look for. The 2022 numbers show that tourism is back in Cologne. You must also establish new booking terms and conditions and clearly state what cancellation and waivers you will offer to your buyers during the pandemic. The operator also offers a wide range of personalised bleisure and incentive experiences for inbound business tourists. Think of it as an audience that could be accessible to any tour operator (provided you're interested in By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. Read this article by Airdna, the business research department of Airbnb, about how. MICE creates huge trade and business value, economic value and also personal value. However, dont take it for granted. Examples of travel and tourism related conferences include: Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. 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. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector. 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. Table 1: Characteristics of the MICE Segment, Decision-making Priorities for Meetings/Conferences. 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. Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. Each one of these agents need to be in mind when planning incentive trips. Your email address will not be published. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Large events including the major tourism fairs at ITB Berlin and WTM London were hosted virtually in 2020 and 2021, and many other international, regional and local conferences were also moved online. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly. Audit your current trips to identify those that might be suitable to adapt for business travellers. Exhibitions are often large events involving large amounts of people. Technology innovation to support hosting virtual and hybrid events were being developed by venues and accommodation providers to support activities such as online registrations, live streaming and virtual reality booths. European tour operators that sell MICE products to European business tourists are bound by strict regulations to ensure the safety of their travellers and to protect them financially. Magi Holidays offers services to plan, book and facilitate conferences, seminars and other business events for the MICE market. A DMC aims to offer the full range logistic services in their specialist destinations: meet & greet, transfers & transportation, hotel accommodation, restaurants, activities, excursions, conference venues, themed events and gala dinners. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. Its portfolio includes luxury resorts, destinations throughout Indonesia and a range of suppliers and partners. Association, 2009). The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. More than one quarter of business travellers are prioritising alternative modes of transport such as car and train, over air travel, and travel managers have a stronger focus on offering products that are sustainable. Look at Singapore, for instance. Keith Hollinshead (2019) refers to it as tourism world-making, or the way in which a place or culture is marketed and/or presented to tourists. Meetings are typically held in hotel conference rooms or at convention centers. Mexico City and Cancun in the Mexico Caribbean region are MICE hotspots on account of excellent facilities including numerous 4 and 5 star hotels and venues. This is in part due to a growing population worldwide. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. Other industry educators [who?] 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. It encompasses four niche areas, which are: Meetings Incentive travel Coferences Exhibitions As you can see, MICE is actually an acronym used to group together the four tourism types mentioned above- contrary to popular belief, it has nothing to do with rodents! Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. 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. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. It generates employment throughout . Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Did you know that around 25% of travel is accounted for by business trips? The Bottom Line. This represented a contribution of 1.5% of the national GDP. In the future however, it is highly anticipated that both Millennials and Gen Z will be important growth markets for the sector, and also for bleisure. Every European country has different rules and you should do your own research to find out what they are. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). In other words, that represents 8.5% of all the top international events in the planet. Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. Key takeaways This will give you plenty of time to prepare for the safe return of European MICE travellers. Contact the Dextail team if you are thinking of organizing a business event outside your city and we will make sure it is a success. Major international congresses exponentially increase hotel occupation and service consumption of local services. 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. The MICE industry is a unique, stand-alone industry for the purpose of doing business. The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes. Millennials are the key market currently for MICE. 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. Arminas Travel is a destination management company in Mexico that offers a range of services for the MICE market including ground services and tours, gala dinners and theme parties, and team building experiences. You should use this down time to prepare your MICE travel product for a health and safety-conscious European business traveller. Training, exchange of expertise or networking among workers of the same sector. Copyright (c) 2021 McKinsey & Company. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. Travel Travel Travel the travel agents what is tourism what is a tourist and characteristics of tourist what is a day . The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. The Thai Incentive and Convention Association (TICA) was established in 1984 as a non-profit organisation and includes hotels, DMOs, tour operators, professional convention and exhibition organisers, contractors, venues, local attractions and other travel industry suppliers among its members. The country is one of the top global tourism destinations for sun and beach holidays and provides attractive propositions for year-round themed holidays. The initials MICE refer to four concepts: Meetings, incentives, conferencing and exhibitions, which make up the group of activities (or some of them) which form part of this type of business tourism. This convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on WhatsApp (Opens in new window). In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Incentive travel refers to travel that intends to motivate or reward company stakeholders. Business planners want to be especially reassured when dealing with their suppliers. However, as younger business travellers are seeking authentic travel experiences to enjoy while away from home on business, Airbnb is also an important channel and the OTA has created a unique page on its website for business travellers: Feel at home, wherever the job takes you. The operator also founded MICE Indiaa, an award-winning specialist digital MICE magazine that offers a range of executive MICE development training and management programmes for the sector, as well as publishing expertise and insights. MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. Mexico is an emerging market in the business travel sector. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. A European poll found that changing habits during the pandemic and concern over climate change led to four in 10 business travellers planning to fly less. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country. Many countries now use an electronic visa system, i.e. We, human beings, tend to look for belonging and a sense of community. Popular exhibitions in the travel and tourism industry include: MICE tourism has grown considerably in recent years. This paper discusses some neglected issues relating to the assessment of the narrower economic impacts, the economy-wide impacts and the net benefits of an expanding MICE sector within a tourism destination. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. It is characterized by its seasonality (these trips occur without distinction throughout the year) and its great economic impact, since on average they generate 30% more spending than holiday or leisure tourists. There are numerous specialist operators on the European market. In fact, due to its close link to the working world, it is probably during the summer (global tourism peak season) when the MICE sector intensity falls. Growing evidence has indicated that overweight/obesity can change the bone marrow microenvironment, which affects some properties of BMSCs. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. Through the last decades, they generated long-term economic growth and development to their destinations. They have tons of updated info to help event pros and students to keep up to date. Its probably the most customer-centric industry, states Tracy Fuller, President of InnovativEvents and Event Heroes. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations. MICE travelers are often keen to try a stay-cation. They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships.
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