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What are the requirements for tourism services in the European market? Switzerland, all This is in part due to a growing population worldwide. If you are looking for a way to motivate your staff and enhance productivity, retention and output throughout your business, then incentive travel is often a worthwhile investment. If we focus on cities, we see how Spain has two cities in the top 10 of the best destinations for business tourism, Barcelona occupying second place, and Madrid sixth. MICE is a huge and very unique market which creates huge business and value, brings lots and lots of different companies and industries together. If you enjoyed this article, you may also be interested in: 2023 Dr Hayley Stainton, all rights reserved. Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. Business tourists activate the economy of the cities they visit by spending an average of 206 euros per day. Exhibitions are often large events involving large amounts of people. If your business is involved in providing the MICE industry with technology services, you will need to be up to date with knowledge of the IT market and what technological services are required to service the event/meeting. This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this. In 2019, the TCEB signed a Memorandum of Understanding with four overseas MICE markets, Australia, the UK, USA and Germany, to create a framework for developing the MICE sector for mutual benefit through sharing of information, business development, market promotion, business research and personnel development. Bleisure experiences may be included and costed within a whole business travel package for the delegate(s). Research by American Express in the 2021 Global Meetings and Events Forecast identified pent-up demand for the resumption of face-to-face business tourism in a safe environment. It is important to focus on the local and regional markets in the short to medium term while the long-haul business travel market begins to recover. This type of commercial relationship gave rise in the Middle Ages, to fairs and exhibitions of products in which movements of the population were already happening for trading purposes.In fact, some of the great fairs we know today internationally, have their origins in these old agricultural and livestock fairs, The arrival of industrialization favoured this type of commercial tourism thanks to the improvement in transport, which also fomented commercial links based on importation and exportation of products abroad. In fact,commercial travel and MICE events go back to the Middle Ages. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Other points that are highly valued among professionals and attendees are innovation, sustainable solutions, easy access to information and reservations, and the importance of having our own technological and production teams instead of the event. It generates employment throughout . However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. Characteristics of MICE travel. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions. When planning a MICE, aim to start from the beginning, asking yourself the 5 Ws and the 2 Hs first: These are the most fundamental questions for common problem solving youll need to sort out when you start planning any MICE event. What requirements must tourism services comply with to be allowed on the European market, Global Business Travel Association (GBTA), four in 10 business travellers planning to fly less, How to respond to COVID-19 in the tourism sector, Tour Operators - Global Protocols for the New Normal, the importance of health and safety in business tourism, 10 tips for doing business with European tourism buyers, ISO (International Organization for Standardization), How can tour operators contribute to sustainable tourism, Market and communicate your green credentials, 7 tips for hotels looking to attract more bleisure travellers, How to be a successful tourism business online, 10 tips for finding buyers on the European tourism market, business travel-ready Airbnb listings can generate more revenue, Indonesia Inbound Tour Operators Association (INTOA), The European market potential for MICE tourism. of domestic tourist,inboud and outbound done Types of tourism not done why do people travel continue what is meant by MICE done what is incentive . So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc. Conferences are often important networking events and have been a prominent part of the business tourism industry to date. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. Your main competition is other providers selling similar products. This segment is fundamental in the tourism model outlined by the capital in its 2021-2023 Strategic Tourism Plan, due to the characteristics of MICE visitors as well as their distinct impact on the entire value chain. The operator has been awarded the M badge, issued to companies that have implemented the quality programme Moderniza for tourism best practice. MICE products are usually tailor-made as no two meetings or events are the same. Thats the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences. MICE in tourism is a fast-paced business, which involves an exquisite client management that's reward and the results can be seen right away. Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years. Research what tourism and hospitality events are being hosted in your area and identify suitable contacts. MICE tourism is an important part of the tourism industry in the South American region. Smaller events and individual business travellers are the easiest and most convenient to target. In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the countrys GDP. MICE tourism is a multifaceted industry, involving a number of tourism stakeholders. Costa Rica is a tropical country with several climatic zones and a great diversity of microclimates, each with its own characteristics. A few days in a resort, hotel or popular hospitality venue at your companys expense does wonders for employee loyalty. European buyers are very keen to work with suppliers who have one or both and you should consider how to promote your sustainability actions as a tour operator. Benidorm a Finestrat. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to . In this video we will introduce the concept and talk about all of the players and stakeh. Large groups always traveled on business. However, while they will not necessarily expect the level of service they would get in a luxury hotel, it is important that the quality of the accommodation is good, clean, and safe. Companies around the world turned to technology to continue doing business, which saved time and money on business travel. MICE tourism is a part of the business tourism industry. Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Lastly, developing MICE services is the perfect opportunity to enhance a hotels reputation and profile, besides its profitability. You should be prepared to negotiate. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. 2006; Fenich, 2008). The website is translated into Chinese and English. MICE travel has been badly affected by the COVID-19 pandemic. Mice is non-seasonal tourism: Mice tourism has the particularity that it is organised every month of the year. Global Meeting & Incentive Travel Exchange, Latin America Meeting & Incentive Travel Exchange, Caribbean Meeting & Incentive Travel Exchange, Four Seasons Athens: Lessons from the field on Talent Management Systems, Best practice for pairing wine with art in the classroom: A synesthetic approach, The 7 components of designing a hotel concept. Tourism is also a major influence in how we see and understand the world. That pretty much sums up how professionals in the field are in love with what they do. Figure 3: Changing Face of Business Travel Accommodation. Both markets are important depending upon your product. This is far from true. are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession. Due to the fact that it is a very particular model of tourism, MICE tourism has certain singularities which deserve to be taken into account to understand its dimension and how it may impact on the global tourism sector. Traditionally, MICE encompasses mostly business events. What requirements must MICE tourism products comply with to be allowed on the European market? Soft skills such as patience, empathy, teamwork and problem-solving are vital if, for example, a large traveling party from a culturally-specific region are to be greeted with the appropriate welcome drink. You should research what virtual or hybrid events are happening in your region to see what opportunities there may be. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers. Many countries now use an electronic visa system, i.e. MICE destinations must have four criteria for MICE destinations, namely accessibility, attractions, amenities and human resources and support from local stakeholders. Creating connections, learning and keeping up with best international standards are a vital part of this industry. Developing and supplying travel products for bleisure offers particularly strong opportunities to local tour operators and there are clear benefits: Table 2: What Makes a Great Bleisure Destination? It encompasses four niche areas, which are: 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! Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Both platforms also offer listings of attractions and things to do. According to Expedia, 60% of business trips are extended for leisure purposes and participants are often prepared to travel beyond the business destination to do it. 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. The Bottom Line. Conclusion. Training, exchange of expertise or networking among workers of the same sector. Lack of motivation is one of the problems that most affects companies in Brazil. Mexico is an emerging market in the business travel sector. Thus, creating the possibility of exchange of information among this number of people is fundamental. Annual figures of international tourists visiting Spain for work reasons. Of the annual events, these are some of the most prominent in the industry around the world: hbspt.cta._relativeUrls=true;hbspt.cta.load(216693, '6659b881-caf6-4607-82dc-41f1b39bca1b', {"useNewLoader":"true","region":"na1"}); Got a story to share? But as well, their demands and expectations might also be one level higher. These visitors are clearly attending to events to execute this particular activity. The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. Find out more about the company you want to do business with so you have a solid understanding of their needs. A closer look at the four pillars of MICE The MICE Industry can be broken down into four big groups. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. As the Incentive Travel is removed and delegated to Travel and Tour Operators or Destination Management Companies (DMC). To sell your MICE travel product to European business travel operators, consult the CBI study 10 tips for doing business with European tourism buyers. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors. MICE Tourism has a series of distinctive characteristics that set it apart from the remaining subsectors of tourism6: The concentration of the convening of meetings, congresses, conventions, fairs and other corporate events held during the rest of the year, reflecting mostly Reprinted by permission. Key takeaways That means, after attending to a corporate event, visitors and participants can dedicate some time to get to know more about the place and its attractions. Six criteria, including MICE tourism, MICE green event, MICE sustainability, MICE green practices, sustainable event, and the characteristic green event addressed in the papers, were used to evaluate the published papers using a systematic content analysis review method. Unlike local people, travellers experience a place for a few days, with limited knowledge of the culture and local way of life. This is good to engender customer confidence when considering travel. Explore vacation and types of tourism and learn about the . In that era, commercial travel was common for the promotion and sale of agricultural or technological products ( technology understood as that of the epoch ), already making a clear professional distinction between the artisan and the commercial world. . The MICE sector is a dynamic element of tourism thanks to the following qualities: Seasonality: This type of tourism is maintained throughout the year and allows business to be generated outside of the high seasons of summer and Christmas, which is when leisure tourism moves the most. Average spending: The other key point of MICE tourism is the high level of average spending, which is 30% higher than that of leisure tourism. But who are these traveler and what they look for? MICE: Required skills The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. The MICE market is very complex and there are many interlinked services provided by a wide range of suppliers. What Is Educational Tourism And Why Is It So Important? This convention and meetings had experienced remarkable growth during this past decade due to high demand and supply. The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Your email address will not be published. Coordinating complex trip itineraries are important parts of business travel planning. MICE is a year-round travel product, so it does not necessarily suffer from seasonality issues. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. High profile and/or well-marketed international, regional and local events can enhance the destinations reputation as recognisable and reputable. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting. 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. The latest Convention Industry Council report claimed that 85% of meetings in the U.S. are conducted at venues with lodging, generating more than 275 million room nights annually. 150 types of tourism that are trending right now, Industry players in the MICE tourism sector. Most European countries identify other countries as green, amber or red list destinations, with red list countries subject to the strictest regulations, such as compulsory quarantine in government facilities and travel for leisure being forbidden. [citation needed] Today it is usually used to boost hotel revenue. The MICE industry shares several common characteristics with hospitality service sectors, such as inseparability of production and consumption, perishability, and . WeChat, the communications and retail platform, has been optimised to include features such as event registration and payment, real-time customer service and feedback, and onsite social engagement. As a supplier, you will need to be professional and offer high-quality services to them. How to choose a keynote speaker for your corporate event. The website is published in English and Russian. Rio de Janeiro and Sao Paulo are leading cities for MICE and the country is South Americas most popular business destination. The national tourism organizations in Asian countries take initiatives in organizing this kind of tourism, which lifted MICE industry to a whole new level. For-profit companies organise a wide range of events, incentives and meetings, and often have reasonable budgets with a higher per head cost. Business travel is usually organised on behalf of companies and associations through specialist tour operators and travel agents, such as travel management companies (TMCs), corporate travel agents, MICE tour operators, destination management organisations (DMOs), incentive travel houses or organisations. Also, it provides great . This will give you plenty of time to prepare for the safe return of European MICE travellers. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes. 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. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community. Theyre all strongly related to business travel. After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand. That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress theyll attend. The acronym MICE is a general term for the events industry itself. Incentive travel refers to travel that intends to motivate or reward company stakeholders. What is MICE. Required fields are marked *. Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. Let us take a look. There are limited statistics for MICE amongst Gen Z, as they are new to the workplace. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. In September 2020, five South American countries, Brazil, Colombia, Ecuador, Argentina and Peru, joined forces to create the South American MICE Alliance. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. Through the last decades, they generated long-term economic growth and development to their destinations. The operator is a member of several associations including the Association of the Indonesia Inbound Tour Operators Association (INTOA) and Pacific Asia Travel Association (PATA). The event brought together suppliers and buyers and it was hoped to stimulate continued business so the industry will be ready to compete internationally when borders reopen. It has established partnerships with several suppliers such as transport, attractions such as museums and art galleries, and conference and events venues. Make your buyers feel they are unique and your most important client. Massive investments in newly built high-quality tourism attractions have made Dubai one of the world's leading international tourist destinations and the fastest . Visits to branch offices or headquarters of the company. This represented a contribution of 1.5% of the national GDP. The ISO 20121 is the Standard for Sustainable Events offering guidance and best practice to help manage events and control social, economic and environmental impact. Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! Convention bureaus may offer financial subsidies to attract MICE events to their city. Download these, Familiarise yourself with MICE publications, resources and online directories to keep abreast of trends and events. As part of MICE, bleisure travel is also less seasonal than general leisure travel, which makes it a good year-round travel product. Tourism involves travel both locally and internationally. Although we have already spoken extensively about the types of MICE events in the article on types of corporate events, it is useful to review certain particularities of each one. Three steps to enhance your marketing strategy with recurrent events. [1] Other industry educators[who?] The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships. In recent years, a change of trend has been perceived in these types of events towards places which offer a pleasant climate, seeking warm climates which allow this type of MICE events to be held year round. Meetings are typically held in hotel conference rooms or at convention centers. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally, she continues. 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. 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. 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. The structure of the MICE (Meetings, Incentives, Conferences and Events) travel industry is very complex. MICE tourism is an important part of the tourism industry in the South American region. Meetings can be short in duration (e.g. However, the approach to this market is fundamentally different from that of leisure tourism. Travellers are willing to travel beyond the business destination for leisure. Download Visit Britains guide to using sustainability to promote your business. The Meetings segment is the largest of the four. Conferences can last a day or a week or more, depending on the structure and purpose. It is continuously cited in the 1st position of Meeting City ranking of Union of International Associations (UIA). They ignite and model each other in a cycle that, when successful, can transform places. What impact does it have on Spanish tourism? I have read and accept the Privacy Policy and the Legal Notice, C. de la Tcnica 5, The companies associated with this municipal body will play an important and even more central role in the capital's MICE . Research has shown that health and safety while on a business trip is more than twice as important for business travellers than meeting their corporate goal. Furthermore, MICE tourism can encourage development in a destination, particularly in the areas of convention and exhibition centers, improvements of airports and other transport infrastructure and various urban renewal schemes. There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. It also offers bespoke tours to leisure travellers.