What is MICE Tourism?

Benefits, challenges and examples | 2024.

Are you ready to hear about the exciting world of MICE? it's all about bringing people together to network, learn, and have a great time! And the best part? You get to travel to all kinds of cool destinations around the world, from sunny beaches to bustling cities. So pack your bags, grab your business cards, and get ready to MICE it up!

What is MICE Tourism ?

  • Corporate meetings: Events that bring together employees, clients, or partners to share information, collaborate, and strengthen relationships.
  • Incentive travel: Reward trips offered to employees or clients for their high performance or specific achievements.
  • Conventions: Large-scale gatherings of professionals from a specific industry or association to share knowledge, network, and develop new ideas.
  • Exhibitions: Events that showcase products, services, and technologies to a target audience of potential buyers, distributors, and industry professionals.

MICE Tourism Event Venues Luxembourg European Convention Center Luxembourg

The Different Types of MICE Tourism

Conferences, exhibitions.

MICE Tourism - An example of What is MICE: A team building activity at the Women Deliver Conference

The Benefits of MICE Tourism

MICE tourism offers a wide range of benefits for various stakeholders, including cities, businesses, and individuals. Here is a closer look at the key benefits:

For cities:

  • Economic impact: MICE tourism generates significant revenue through direct and indirect spending, contributing to local economic growth and prosperity.
  • Job creation: The MICE industry creates jobs in various sectors, including hospitality, transportation, event planning, and construction, leading to increased employment opportunities.
  • Destination promotion: MICE events showcase cities to a global audience, promoting their attractions, infrastructure, and hospitality offerings, and attracting visitors and investment.
  • Infrastructure development: Hosting MICE events can incentivize cities to invest in infrastructure development, such as improved transportation networks, convention centers, and hotels, benefiting both residents and visitors.
  • Social and cultural benefits: MICE events can foster cultural exchange, promote social cohesion, and enhance the city’s image and reputation.

For businesses:

  • Brand awareness and reputation: MICE events provide a platform to showcase brands, products, and services to a targeted audience, increasing brand awareness and enhancing reputation.
  • Lead generation and sales: MICE events offer valuable opportunities to generate leads, connect with potential clients, and boost sales.
  • Customer relationship management: MICE events provide a platform to strengthen relationships with existing customers, build loyalty, and enhance customer satisfaction.
  • Employee motivation and retention: Incentive travel programs and corporate events can motivate employees, improve morale, and increase employee retention.
  • Knowledge sharing and networking: MICE events facilitate knowledge sharing, collaboration, and networking among industry professionals, leading to innovation and business growth.

For individuals:

  • Professional development: MICE events offer opportunities for professional development, learning, and skill enhancement through workshops, conferences, and seminars.
  • Networking and career opportunities: MICE events provide valuable networking opportunities, allowing individuals to connect with peers, mentors, and potential employers, leading to career advancement.
  • Personal enrichment and cultural experiences: MICE events offer unique experiences, cultural immersion, and opportunities to explore new destinations, broadening horizons and enriching personal lives.
  • Memorable experiences: MICE events provide participants with memorable experiences, fostering positive memories and promoting a sense of community and belonging.

Overall, MICE tourism plays a vital role in promoting economic growth, job creation, destination promotion, and knowledge sharing. It offers a multitude of benefits for cities, businesses, and individuals, contributing to a vibrant and sustainable tourism industry.

MICE Tourism - The Krakow Convention Bureau

The Challenges of MICE Tourism

MICE tourism , while offering numerous benefits, also presents various challenges that need to be effectively addressed for sustainable growth and success. Here are some key challenges:

1. High costs: Organizing and hosting MICE events can be expensive, involving venue rental, catering, transportation, accommodation, and other logistical costs. This can be a barrier for smaller businesses and organizations with limited budgets .

2. Competition: The MICE industry is highly competitive, with destinations and businesses vying for a share of the market. This requires effective marketing and branding strategies to differentiate and attract participants.

3. Economic and political factors: Economic downturns, political instability, and safety concerns can impact the MICE industry, leading to cancellations or reduced participation.

4. Seasonality: The demand for MICE events can be seasonal, with certain periods experiencing higher demand and others experiencing lower demand. This can create challenges for businesses and destinations in terms of resource allocation and staff scheduling.

5. Sustainability: The MICE industry can have a significant environmental impact, and there is a growing demand for sustainable practices. This includes reducing waste, energy consumption, and carbon emissions, and adopting eco-friendly practices throughout the event planning and execution process.

6. Technological advancements: The rapid evolution of technology requires MICE organizers to constantly adapt and adopt new technologies to enhance the event experience and stay competitive. This can involve integrating virtual reality, augmented reality, artificial intelligence, and other innovative technologies into events.

7. Changing customer expectations: Participants in MICE events increasingly expect personalized experiences, customized content, and seamless integration of technology. Meeting these expectations requires flexibility, innovation, and a focus on customer satisfaction.

8. Risk management: MICE events involve various risks, such as cancellations, accidents, and security breaches. Effective risk management strategies are essential to mitigate potential losses and ensure the safety and security of participants.

9. Human resource challenges: The MICE industry requires skilled professionals with expertise in event planning, management, marketing, and logistics. Attracting and retaining qualified talent can be a challenge, especially in competitive markets.

10. Data and analytics: Collecting and analyzing data on participant behavior, preferences, and trends can help MICE organizers make informed decisions, improve event planning, and optimize the overall experience. However, data privacy and security concerns need to be addressed.

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The Top MICE Tourism destinations

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Latest Trends in MICE Tourism

Key factors for successful mice tourism events.

Organizing a successful MICE tourism event requires meticulous planning and execution, catering to the specific needs and expectations of participants. Here are some key factors to ensure a positive outcome:

1. Defining clear objectives:

  • Set SMART goals: Clearly define the event’s purpose, target audience, desired outcomes, and desired return on investment (ROI) using the SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound).
  • Align goals with stakeholders: Ensure that the event’s objectives align with the interests and needs of all stakeholders, including organizers, participants, sponsors, and the host destination.

2. Selecting the right destination and venue:

  • Accessibility and infrastructure: Choose a location that is easily accessible for participants, with convenient transportation options and appropriate infrastructure, including accommodation, meeting spaces, and technology capabilities.
  • Alignment with event theme: Consider how the destination and venue complement the event’s theme and overall experience.
  • Cost-effectiveness: Evaluate the costs associated with the location and venue and ensure they align with the budget.

3. Engaging content and programming:

  • Tailored content: Develop engaging and informative presentations, workshops, and activities that cater to the specific interests and needs of the target audience.
  • Interactive elements: Incorporate interactive elements throughout the event to keep participants engaged and facilitate networking opportunities.
  • Innovation and creativity: Consider incorporating innovative and creative elements to keep the event fresh and memorable.

4. Seamless logistics and organization:

  • Detailed planning and communication: Develop a comprehensive timeline and plan, considering all logistical aspects like transportation, accommodation, catering, and technology. Communicate effectively with all stakeholders throughout the planning process.
  • Contingency planning: Anticipate potential challenges and develop contingency plans to address them effectively.
  • Professional team: Assemble a team of experienced and qualified professionals to handle various aspects of the event planning and execution.

5. Excellent customer service:

  • Attentive and proactive service: Ensure participants feel valued and supported throughout the event. Provide attentive and proactive customer service, addressing their needs promptly and efficiently.
  • Feedback mechanisms: Implement feedback mechanisms to gather participant feedback to continuously improve the event experience.

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Paths and strategies to drive MICE into tourism based on gravity model and Wilson model: a case study of Jiangxi Province in China

  • Published: 17 November 2020
  • Volume 13 , article number  1233 , ( 2020 )

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  • Dian Zhang 2 ,
  • Ligang Zhang 3 ,
  • Huiting Ji 1 &
  • Junshi Xiao 1  

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MICE (meeting, incentive, conference, and exhibition) industry shows a great potential in the demand side and interacts with the supply side of tourism industry. The optimization of driving MICE into tourism strategy is an important issue in Chinese tourism industry development, which is an effective choice to stimulate tourism industry innovation. This paper aims to explore an effective integration of driving MICE into tourism industry in Jiangxi province in China, based on Gravity model and Wilson model to calculate radiation radius of MICE industry in Jiangxi. According to the calculation result, this paper proposes three integration model of driving MICE into tourism industry, namely, urban MICE-driven model, tourism-driven model, and featured integration model. Five strategies are also proposed, including government leadership, establishment of service platform, rational planning and positioning, demonstration of cultural values, and financial support.

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Kui Yi, Huiting Ji & Junshi Xiao

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Yi, K., Zhang, D., Zhang, L. et al. Paths and strategies to drive MICE into tourism based on gravity model and Wilson model: a case study of Jiangxi Province in China. Arab J Geosci 13 , 1233 (2020). https://doi.org/10.1007/s12517-020-06215-8

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DOI : https://doi.org/10.1007/s12517-020-06215-8

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MICE Tourism: How the Pandemic Has Changed It

  • Lyubov Litvinova-Kulikova Al-Farabi Kazakh National University, Almaty, Republic of Kazakhstan https://orcid.org/0000-0002-3589-1187
  • Zhannat Aliyeva Al-Farabi Kazakh National University, Almaty, Republic of Kazakhstan https://orcid.org/0000-0002-5212-5417
  • Lorant Dénes David John von Neumann University, Faculty of Economics and Business, Department of Tourism and Hospitality, Kecskemét, Hungary & Hungarian University of Agriculture and Life Sciences (MATE), Institute of Rural Development and Sustainable Economy, Department of Sustainable Tourism, Gödöllő, Hungary https://orcid.org/0000-0001-7880-9860

COVID-19 has become a real challenge for the tourism sphere. The pandemic hit MICE tourism the hardest, as it is primarily associated with mass business events. Our research aims to understand market expectations and assess the readiness of participants and organizers of MICE events to meet the challenges of modern conditions and the prospects for further development of the MICE industry. If individual trips resumed in August 2020, holding exhibitions, conferences, and congresses has not fully resumed even until now. Even in 2022-2023, some exhibitions and conferences were held online. The active development of online technologies called into question the continued existence of traditional formats for holding exhibition events. In the research, we surveyed the participants of MICE events about their attitudes towards virtual and live events to get feedback on the advantages and disadvantages of different event formats and identify market expectations. Although virtual events have become widespread, aiming to replace traditional live formats of MICE events, the study showed that most respondents are not ready to abandon offline events completely and actively plan to participate in them in the future. At the same time, the younger generation turned out to be more prone to online events. The study showed that the most promising format for MICE events is Hybrid, combining the advantages of virtual and live events.

Author Biographies

Lyubov litvinova-kulikova, al-farabi kazakh national university, almaty, republic of kazakhstan.

Email: [email protected] Mrs. Lyubov Litvinova-Kulikova is currently a PhD candidate at the Al-Farabi Kazakh National University, Kazakhstan. And she holds the position of head of the sales department in an International travel agency in Farab, Kazakhstan. She has 15 years of experience in tourism and a wide range of research interests, including MICE tourism, sustainable tourism, and consumer behavior in tourism marketing.

Zhannat Aliyeva, Al-Farabi Kazakh National University, Almaty, Republic of Kazakhstan

Email: [email protected] Mrs. Zhannat Aliyeva is a Candidate of Geographical Sciences and Associate professor at Al-Farabi Kazakh National University, Kazakhstan. Research fields: ecotourism, sustainable tourism, MICE tourism, and so on. She has published numerous research papers in tourism and geography journals and presented them at international conferences.

Lorant Dénes David, John von Neumann University, Faculty of Economics and Business, Department of Tourism and Hospitality, Kecskemét, Hungary & Hungarian University of Agriculture and Life Sciences (MATE), Institute of Rural Development and Sustainable Economy, Department of Sustainable Tourism, Gödöllő, Hungary

Email: [email protected] , [email protected] Graduated in History, Geography, European Studies, and Tourism. He has PhD (Earth Sciences/Geography) in 2001, and habilitations in 3 disciplines (Management and Business Administration, Environmental Sciences, and Regional Sciences). Research fields: tourism, geography, regional studies, environmentalism.

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Mice tourism: the ultimate guide to understanding and meeting the needs of business travelers..

Table of Contents

MICE tourism acronym stands for Meeting , Incentive Travel, Conferences and Exhibitions .

The acronym MICE is a general term for the events industry itself. Despite involving different sizes and complexities, all of these event types got one thing in common. They’re all strongly related to business travel . Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them

Globally, this industry alone generated more than US$ 1 trillion worldwide in 2017. By 2025, this amount it is predicted to grow to an outstanding US$ 1,5 trillion mark. In addition, according to the same research, Incentive Travel is the modality experiencing the highest peak in the next months or even years.

evolution of mice tourism

What is MICE Tourism ?

The MICE Industry can be broken down into four big groups. Those groups sum up what the meetings industry is and, in general, have a similar overall purpose. Still, they have slight differences among themselves.

1. Meetings

  • Business meetings could be anything from director-only board annual general meetings to a training seminar . Basically, any group of people gathering in a common location, for a common reason, is a type of meeting. Other examples include: strategic planning , shareholders meeting , management meetings , etc. 

2. Incentives

  • Incentives are a way to motivate or reward associates, dealers or any employee of a company, according to their previous performance or as a way to build teamwork. As the context of travel varies, they can count with advisory of local convention bureaus of the targeted destinations. According to a survey done by The Incentive Search Foundation , Incentive Travel is a fundamental corporate culture builder. Some results about it’s effect include: 54% of respondent corporate buyers reported that they budget for it increased from 2017 to 2018. Resort retreats , annual summits and familiarization tours or even a day trip are common examples. Therefore, both the hospitality industry, as well as the tourism industry benefit directly from this kind of event.

3. Conferencing

  • Corporate conferences usually gather a group of people by profession or personal interest in a specific field, looking for information exchange and discussion about a certain topic. These conventions require complex planning and itinerary organization well in advance. They differ from meetings mainly because of scale. A corporate or government conference / convention can have hundreds of participatory meetings happening simultaneously inside it as part of a program. Annual gatherings of industry associations and organizations are a big component of this sector.

4. Exhibitions

  • Exhibitions are also known for their extensive planning. They usually are highly produced trade shows that bring products to their audience. Financial, Pharma, Beauty, Insurance, High-tech and other lead industries populate the largest exhibition centers with senior executives. They could be either businesses selling to other businesses (B2B) or straight to the final consumer (B2C). Larger fairs , despite having a clear target, might combine both modalities in the mix.

As MICE event has a limited duration, it can boost the economy of a whole city, country or region. Major international congresses exponentially increase hotel occupation and service consumption of local services. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. There are so many opportunities in the meetings industry, that it might even become the main economic activity of a country.

Travel companies like Wowfare can help businesses plan and book MICE events, ensuring that all aspects of the trip are taken care of.

Besides, one needs to go out there and explore. MICE travelers are often keen to try a stay-cation . That means, after attending to a corporate event, visitors and participants can dedicate some time to get to know more about the place and it’s attractions. 

evolution of mice tourism

Tourism or Events Industry?

Firstly, buyers of MICE travelers usually are professional associations or corporations. Looking at that, it’s easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. Large groups always traveled on business.

Secondly, in modern times, DMO’s (Destination Marketing Organizations) and DMC’s (Destination Management Companies) proved the power of MICE tourism. Through the last decades, they generated long-term economic growth and development to their destinations. Look at Singapore, for instance. It is continuously cited in the 1st  position of Meeting City ranking of Union of International Associations (UIA) . It’s calculated that over 800 conventions take place in the city-state every year. In other words, that represents 8.5% of all the top international events in the planet.

In conclusion, MICE business model thrive by keeping up to date with corporate and entrepreneur tendencies. And that also includes selecting appealing destinations. For instance: cities like Orlando , Florida (FL) and Chicago , Illinois (IL) are ready to hold over 200 corporate conferences every year .

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 . In Spain, it generated 178 billion Euros in 2018, representing 14,6% of the country’s GDP . It’s an incredible growth rate that brought Spain to the Top 10 tourism market economies in the world, with China, Japan, Hong Kong, USA, France, Italy, India, Germany and United Kingdom. So it means that the events segment is bringing development, money and structure to theses venues, businesses, governments, etc.

Looking from inside: what experts in the field say.

  “I have no forecast to work in any other industry” , says Paula Lewis, Marcomm professional that organized events to brands such as Visit Florida and Choose Chicago.

That pretty much sums up how professionals in the field are in love with what they do. “The order here is: this industry is relationship driven. So it’s about understanding what makes people make decisions and with which frequency, what brings them happiness and what motivates them. Their psychological psyche makes MICE industry a perfect place to continue to grow personally and professionally ,” she continues.

After all, we can say the meeting and the tourism industries are walking entirely hand-in-hand . They ignite and model each other in a cycle that, when successful, can transform places. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. But who are these traveler and what they look for? Many countries now use an electronic visa system, i.e. e-visa . Thanks to this, you do not have to carry the documents,and do everything almost automatically and remotely,which in the end will allow you to travel without restrictions almost all over the world. To streamline this process, services like VisaFly provide efficient and convenient e-visa solutions for hassle-free travel planning.

evolution of mice tourism

Reasons why MICE professionals and brand delegates love live events

It is a must to maintain an updated network of contacts and good relationships you your peers. And corporate events are excellent opportunities to meet experienced MICE professionals, visitorsand o ther MICE delegates. Creating connections, learning and keeping up with best international standards are a vital part of this industry.

Brand awareness

Corporate events strengthen the positioning of companies and increase their power within the market in which they operate. In other words, social gatherings, parties, conferences and celebrations are responsible for showing the public that business is going well. Leading associations, such as Meeting Professionals International (MPI), take these opportunities to show off their best workforce and how they have a vibrant community.

It is worth mentioning that the projects that are well positioned, are more likely to approach and retain customers, as they are well regarded by the public. It means that, in addition to notoriety for the market itself, the company also stands out before the competition and gains credibility with potential customers.

Professional development

The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities.

The great advantage is in the technical improvement of employees, who can use their knowledge to improve production processes.

The development of professional skills also occurs when the company launches a new work organization, or proposes different management methods.

Thus, instead of tiring training, the event can be the ideal environment to communicate something, in a friendly way, about the work of employees.

Encourage teams and co-workers

Lack of motivation is one of the problems that most affects companies in Brazil. In addition to compromising productivity, demotivation also has negative consequences for the employee, such as increased stress, Burnout syndrome and even depressive conditions.

Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees.

It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity.

Who are MICE travelers and what they look for.

“ MICE is a very particular type of tourism. It’s probably the most customer-centric industry ,” states Tracy Fuller, President of InnovativEvents and Event Heroes. She completes: “And to understand the client’s needs, you need to interpret beyond what they say.”

MICE events are useful for a no number of occasions. Let’s say: a company that spies their competitors must be present to the events where they’ll be. Not spying in an illegal way. It’s a compromise of keeping up with the latest trends and not staying left behind.

Another example of frequent MICE traveler is the solo expert that is going to prospect clients for their consultation services. These visitors are clearly attending to events to execute this particular activity. Thus, creating the possibility of exchange of information among this number of people is fundamental. Each one of these agents need to be in mind when planning incentive trips. Also, with Arangrant’s help, businesses can optimize their offerings and provide business travelers with a seamless and rewarding MICE tourism experience.

Sometimes, reasons people gather can also be Ideology. After all, what could be better for our ego than finding people who think like us? We, human beings, tend to look for belonging and a sense of community. So that can also be considered an Incentive Travel or a Meeting, as these participants are after a specific objective.

Above all, the secret to be highlighted here is: who’s the client? For the Event Planner, DMC, PCO, or Live Marketing Agency, the customer is a corporation or association in the pursue of having a successful event organized. For the event itself, the customer to take in consideration is the larger audience, composed by the attendees and visitors.

Audience types

In a general way, a good beginning is to clearly know how these travelers differ from leisure tourists.

evolution of mice tourism

MICE travelers also usually spend 17.5% more than leisure tourists . That includes expenses on lodging, hotel booking, food & beverage, facilities, air tickets and ground transportation to and from the congress they’ll attend. But as well, their demands and expectations might also be one level higher.

Key takeaways

Incentive travel, whether they’re large events or exclusive meetings, involve a lot of prior arrangement. So it can increase the value, predictable satisfaction and revenue for clients, agencies, suppliers, vendors and destinations.

Usually, we’re speaking about decision-makers here. However, don’t take it for granted. When planning a MICE, aim to start from the beginning, asking yourself the 5 W’s and the 2 H’s first:

  • 5 W´s: What, to Whom, Why, Where and When.
  • 2 H´s: How? How much ?

These are the most fundamental questions for common problem solving you’ll need to sort out when you start planning any MICE event . That’s the only way to reach goals, meet expectations and build up real, branded, rich and memorable experiences.

And whether you’re planning to break in the industry or are a experienced professional, there are also great resources on professional trade organizations and associations websites, such as IAPCO – International Association of Professional Congress Organizers . They have tons of updated info to help event pros and students to keep up to date

Did you like this content?

Don’t forget to check these other essential checklists to master event planning skills:

  • 7 ways to market your event for free.
  • How to choose a keynote speaker for your corporate event.
  • Three steps to enhance your marketing strategy with recurrent events.

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This guide on MICE tourism is mind-blowing. It breaks down complex concepts into easy-to-understand. It’s like a friend guiding you through the world of business travel. A must-read for anyone in the industry.

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I’m thrilled to hear you found our guide on MICE tourism so helpful and easy to understand. We aimed to demystify the intricacies of the industry and provide valuable insights for professionals like you. It’s wonderful to know it resonated with you in such a meaningful way. Thank you for your kind words and for recommending our guide to others in the industry. If there are any specific topics or areas within MICE tourism you’d like us to explore further, please don’t hesitate to let us know. We’re here to support your journey in the world of business travel.

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What is the Origin and History of the MICE Industry Worldwide

evolution of mice tourism

Colombia-MICE is part of the Pelecanus Travel Group, a leading travel operator in Colombia . We are located in Bogota, Colombia. We specialize in corporate travel and all services around Meetings, Incentives, Conferences, and Exhibitions.

Origin of the MICE industry

Although there is not much information on the history of this sector, the first historical approach or origin of the MICE industry in Europe took place in 1814 when the Congress of Vienna was celebrated, as well as many other meetings on political, religious and cultural issues.

However, much of the story begins in 1841. That year, Thomas Cook, a famous British businessman, organized transportation for 540 people to the annual Temperance Convention Association.

This achievement is considered the first organized voyage, and while it did not bring great commercial success, Cook recognized that such activity represented potential future benefits. So years later he decided to set up a travel agency called Thomas Cook & Son, which is considered to be the first travel agency in history.

What is the history of the MICE industry?

Early approaches for the mice industry.

The beginnings of the meetings industry, or as it is now known, the MICE industry, lie in Europe and North America.

Throughout the 19th century, many institutions, particularly universities, had a growing need to exchange information with other academic organizations, paving the way for numerous meetings.

At the same time, thanks to the development of the railways, the hotel industry benefited from the high demand from travelers, which made it necessary to build hotels in the major railway stations.

On the other hand, as far as incentive trips are concerned, at the end of the century some companies saw the need to stimulate their employees in order to achieve greater motivation, which would increase the company’s production and profitability. This is how incentive trips came about.

The first incentive trip was in the United States in 1910 by the National Cash Register Company of Danton. Agents and distributors attended and were rewarded with a free trip to New York for their excellent results, applications, and job performance.

Over the years all kinds of events related to product promotion, annual board meetings and expert gatherings have become more and more obvious. At the beginning of the 20th century, more and more events and participants were included in the industry, so better training was introduced for those involved in the organization, especially those who worked in sales, which was the most important area.

The birth of the MICE industry

Based on the information you found in the Origin of the MICE Industry section, other key moments in history are considered to be the beginning of the industry.

As cities increasingly recognized the value and economic and social benefits of hosting meetings, a group of entrepreneurs decided, for the first time in history, to hire a vendor to recruit and host meetings across multiple industries for their city of Detroit, Michigan. In 1896 the first Convention Bureau was established in the United States. So this is the year he thinks the industry was officially born.

How was the MICE industry affected by the world wars?

Due to the influence of the world wars and their aftermath, there were very few congresses and conferences in the period from 1914 to the end of 1945, so the industry did not develop particularly well during this period.

From the 1950s, the industry experienced a boom, largely due to the accelerated growth of multinational companies and agencies, and the need for topical training for companies and their employees.

Post-war MICE industry

After World War II, tourism in general underwent an incredible transformation and became a mass phenomenon, largely due to the development of commercial aviation, which prompted investors to give the industry a major boost.

Since the 1960s there has been increasing investment in infrastructure to support conventions, conventions, meetings, and events around the world.

Some such infrastructures in Europe were the Sheffield Arena, the National Arena, and the Wales Millennium Center in the UK. On the other hand, the Convention Bureau of Belgium created the first Convention Bureau on the continent.

Infrastructure investments were also made in North America, Australia, and Africa (particularly South Africa). The Sava Centar in Belgrade, the largest congress and business center in the region, was built in 1977 and has a capacity of about 4,000 people.

These types of investments continue to be made today, as most of them are economically and socially significant and offer their countries the opportunity to position themselves on the map of top MICE destinations.

The most important associations of the MICE industry

Apart from the historical facts that mark the development of this tourism industry, the creation of professional associations in this field also contributes to its history.

Below are some of the most important associations in the MICE industry and the year they were founded:

1928 — International Association for Exhibitions and Events (IAEE)

1957 — Professional Association for Convention Management (PCMA)

1958 — International Association of Conference Centers (AIPC)

1963 — International Congress and Convention Society (ICCA)

1964 — European Association of Conference Cities (EFCT)

1968 — International Association of Professional Convention Organizers (IAPCO)

1969 — British Association of Conference Venues (BACD)

1972 — International Conference (MPI)

1975 — Meetings and Events Australia (MEA)

1981 — Association of British Professional Conference Organizers (ABPCO)

1990 — Association of the Meetings Industry (MIA)

With the growing number of events and conventions taking place throughout the year around the world, we hope this overview of the history of the MICE industry will help put its importance into perspective. If you have any questions or are looking for a MICE destination in Colombia for you or your company, please contact us, we will be happy to help you.

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evolution of mice tourism

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The sunniest days of your life # Vive CostadelSol

The evolution of mice tourism: how is the sector set to change.

 September 19, 2022

evolution of mice tourism

Costa del Sol

 Tags: MICE

The MICE sector is currently passing through a period of reactivation , which is having a positive effect on the tourist industry and related players. As we discussed in a previous post, in recent years MICE tourism has been evolving, offering different types of formats that increasingly shine the spotlight on technology , seek to do away with seasons and provide greater safety to travellers. Beyond these factors, the evolution of MICE tourism in Spain has revolved around a number of other trends, which we will be taking a look at in this post. Discover what MICE tourism looks like today and the challenges it will face in the future.

Why is MICE tourism so important for destinations? 

MICE tourism is highly beneficial for a destination’s economy as it offers companies and organisations looking to attract clients from around the world a wide range of opportunities . MICE tourism draws in tourists with high spending power that are willing to pay more to make sure their needs and desires are met. What’s more, increasing numbers of MICE tourists include leisure activities in their itineraries, combining business and pleasure in one trip, a phenomenon that is known as ‘blesiure’. This gives tourist operators like DMCs and service companies the opportunity to develop tourist experiences for this market.

mice tourism

The evolution of MICE tourism in the Costa del Sol  

In the wake of a challenging few years, MICE tourism is finally seeing its circumstances change. According to a report by Spain Convention Bureau and Braintrust (2022), the industry could reach 100% of its pre-pandemic activity in 2024 . In 2019, the MICE industry in Spain reached 12.314 million euros. In 2020, this dropped by 75% and in 2021 we saw a gradual recovery to the figure of 5.079 million euros. The aforementioned report states that in the second quarter of 2022, we will be able to see a rise in activity . In the Costa del Sol, experts believe that the sector will fully recover in 2023. 

The biggest growth is forecast in the pharmaceutical and food sectors . Though travel restrictions and bureaucracy have meant that incentive trips have recovered more slowly, the same cannot be said for MICE travel. The pharmaceutical sector has reported the highest growth in the industry, closely followed by food and drinks. Tourist reservations in Spain grew by 320% in the first quarter of 2022 , mostly thanks to trade fairs and events.

The Costa del Sol represents huge potential for the MICE sector . Event tourism has great strategic value for the destination as this type of travel mostly occurs at times of the year where  tourists traditionally wouldn’t be visiting. Indeed, during the six months of March, April, May, September, October and November, 80% of events in the Costa del Sol take place. 

tourism mice

Four trends that will define the future of the sector   

1.digitisation, boundless possibilities.

The power of technology is becoming increasingly evident across all sectors of the economy. Tourism is no different, and the conference sector even less so. This type of travel is more demanding and requires high levels of professionalism, with companies often playing an important role (not only as service providers, but also as consumers), meaning that technology is key :

  • For marketing events.
  • For promoting conferences.
  • For managing and coordinating conferences.
  • For the safety of events in general.

2. Sustainability, a goal for all

The evolution of the MICE sector cannot be explained without sustainability . Integrating sustainable processes – those that seek to be viable for resources – into events, trade fairs and tourism management in general not only represents a challenge, but also a draw and driver for change. The Costa del Sol is doing exactly that. 

3. Partnerships and collaborations, towards “mixed governance”

The conference and event industry in the Costa del Sol (which has become a leading destination in this area) in particular has great potential for collaboration. One of the foundations of the sector’s future is the opportunity to build partnerships and collaborations that further boost the economy . Promoting relationships among sectors is a must if we are to generate more wealth and improve perspectives for incentive trips . As such, initiatives that seek to strengthen relationships between countries to host conferences, as well as among companies and institutions within a destination will be of great importance over the coming years. 

4. Flexibility and security, driving change

Within the context of the expansion of the MICE sector in recent years (with the exception of the pandemic), flexibility is one of the most consistent explanations for the rise. The sector has seen formats diversify in the last two years with hybrid, in person and online conferences - which put health and safety in the forefront - being one of the most notable changes in the sector. From virtual trade fairs to virtual cafés, holograms and motivational videos, everything goes in this new era.

mice tourism characteristics

So now you have a better idea about how the evolution of MICE tourism is looking, it seems undeniable that conference tourism has a great future ahead of it. The Costa del Sol has one of the best sector forecasts in the whole of Spain. So how about checking out the conference and event venues in Malaga and other destinations ? 

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evolution of mice tourism

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What is MICE? (Meetings, incentives, conferences & exhibitions)

evolution of mice tourism

August 20, 2020 •

3 min reading

Putting the nice into MICE

Nothing to do with pest control, everything to do with business-minded travel. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting.

What is MICE?

Meetings are typically held in hotel conference rooms or at convention centers. They are single-day events that bring together a group of professionals to address a key challenge or set goals for the organization.

Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. A few days in a resort, hotel or popular hospitality venue at your company’s expense does wonders for employee loyalty.

Conferences

Conferences take meetings to the next level and are designed for a large corporate group to share knowledge across several days. They often include not only key members of the organization, but also guest speakers and the general public.

Exhibitions

Exhibitions are essentially trade shows where an organization promotes its key products and services to the public. They are hyper-focused events that drum up business and help employees to network and build lasting professional relationships.

MICE services: Revenue implications

Implementing tailor-made MICE services into a hotel infrastructure is a way of securing additional long-term valuable growth. 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. The expenditure of MICE travelers is much higher than leisure travelers, with profitable customers coming from the world of IT, banking, pharmaceuticals, retail and hospitality.

In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. Lastly, developing MICE services is the perfect opportunity to enhance a hotel’s reputation and profile, besides its profitability.

MICE: Required skills

The expertise required to excel in MICE tourist management is based on interpersonal, creative, organizational and technical skills. Innovative creativity is needed to design original event concepts, select the right venues and market effectively. The strong practical component must include technical know-how ranging from audio-visual dexterity to accessing fast-track visa apps. 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.

This niche hospitality market has seen hotels having to create jobs for innovative meeting planners and professional conference services staff, as well as develop industry-specific programs to add new dimensions to their overall service infrastructure. In some cases, recruiting in-house can prove difficult if all competencies are to be met, hence the rise in Destination Management Companies (DMC) that have started to spring up worldwide.

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. They are often able to provide preferential rates based on the buying power that they have with their preferred suppliers.

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MICE: Global events

A number of global events focus on MICE travel, especially the incentive niche, many of which are organized by Questex Travel Group (formerly MEET). Of the annual events, these are some of the most prominent in the industry around the world:

  • Global Meeting & Incentive Travel Exchange (GMITE): Formerly known as Incentive Travel Exchange (ITE).
  • Latin America Meeting & Incentive Travel Exchange (LAMITE): Working to connect business opportunities in Latin America.
  • Caribbean Meeting & Incentive Travel Exchange (CMITE): The island version of the ITE.

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Tourism Teacher

MICE tourism: A simple explanation

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! Well, in this article I am going to change that! Read on to learn what mice tourism is, how the MICE tourism industry has grown worldwide and why this type of tourism is so important!

Conferences

Exhibitions, the growth of mice tourism, why is mice tourism important, industry players in the mice tourism sector, the future for mice tourism, mice tourism: further reading, what is mice tourism.

MICE tourism is a part of the business tourism industry. It encompasses four niche areas, which are:

  • Incentive travel

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!

MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Leong (2007) defines MICE as ‘a type of tourism where groups of participants are gathered to achieve certain purposes.

Below, I have provided an explanation of each component of MICE:

evolution of mice tourism

Mice tourism includes any types of travel for the purpose of a meeting(s). This ranges from small meeting to large meetings. Meetings can be short in duration (e.g. last a couple of hours) or long (e.g. a week or more). Types of meetings include (but are not limited to):

  • Board meetings
  • Focus groups
  • Training seminars
  • Strategy planning
  • Shareholder meetings
  • Management meetings

Traditionally, meetings have been predominantly face-to-face, however recent years have seen a big shift towards virtual meetings, which was accelerated by the COVID pandemic and subsequent and rapid move to digital means around the world. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years.

MICE tourism

Incentive travel refers to travel that intends to motivate or reward company stakeholders. There are different types of incentive travel, including:

  • Familiarisation trips
  • Teambuilding trips
  • Reward trips

Research has demonstrated that incentive travel is an important corporate culture builder. 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.

evolution of mice tourism

A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Conferences are often important networking events and have been a prominent part of the business tourism industry to date.

Conferences can last a day or a week or more, depending on the structure and purpose. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector.

Examples of travel and tourism related conferences include:

  • Association for Tourism and Leisure Education and Research annual conference
  • TBEX conferences for travel creators
  • Sustainable tourism conference

Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. There is no replacement for the face-to-face networking opportunities that occur during conferences, thus physical conferences will be here to stay, although perhaps to a lesser scale. Many conferences may move towards a hybrid approach of online and physical attendance.

MICE tourism

Exhibitions provide an opportunity for businesses to showcase their products or services. They are often in the form of trade shows.

Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. Exhibitions are often large events involving large amounts of people.

Popular exhibitions in the travel and tourism industry include:

  • Travel Adventure Show
  • World Travel Market
  • Women in Travel Summit

MICE tourism has grown considerably in recent years. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly.

There have been more conferences organised and more exhibitions in recent years than ever before. This is in part due to a growing population worldwide. It is also because our world has become more interconnected and globalised , thus requiring more meetings, conferences and other events that require international travel.

MICE tourism can be beneficial to a destination’s economy. It also provides a wealth of opportunities for individual companies or organisations who want to put themselves on the international stage.

Other benefits ion MICE tourism include:

  • It facilitates the access to new technology
  • It attracts high-spending visitors
  • It provides high yield and return per capita
  • It enhances the international economic contact
  • It creates more economic multiplier effect and competitiveness
  • It can enhance off-peak tourism

MICE tourists often stay longer and spend more money than other tourists, making them important tourism stakeholders. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz, 2008). 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.

MICE tourism is a multifaceted industry, involving a number of tourism stakeholders . This includes:

  •  Transport providers (international and domestic)
  •  Accommodation providers
  • Those who provide pre- and post-conference tour opportunities
  •  Staff at specific venues – purpose built centres and hotels
  •  Professional conference and exhibition organisers and catering services
  •  Social program leaders for delegates and participants
  •  Specialised technical support such as audiovisual services

The variety of stakeholders involved in MICE tourism indicates the potentially wide ranging economic impacts of MICE tourism. It also provides rationale for support from government agencies in many countries. It also indicates the scope of the challenges which must be met in coordinating the activities of different stakeholders to ensure that the MICE tourism industry is sustainable and effectively managed.

The MICE industry size was valued at $805 billion in 2017 and was expected to grow at a CAGR of 7.6% to reach $1,439.3 billion by 2025. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result.

MICE tourism is here to stay, but much of it has/will continue to move online, meaning that the monetary value is significantly reduced.

The continuing MICE tourism industry growth (whether physically or online) shall have a positive impact in the growth of businesses, cities and destinations around the world.

MICE tourism

As I mentioned before, globalisation has played a huge role in the growth of the MICE tourism industry and it is anticipated that this will continue well into the future. Exactly how the MICE tourism industry may look in the future is not exactly clear, however.

If you enjoyed this article, you may also be interested in:

  • Business tourism explained: What, why and where
  • Workation explained: What it means and how it works
  • The most attractive countries offering the digital nomad visa

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The Global Sustainable Tourism Council (GSTC) publishes new GSTC MICE Criteria

GSTC MICE Criteria

The GSTC Criteria serve as the global standards for sustainability in travel and tourism. The Criteria are used for education and awareness-raising, policy-making for businesses, organizations and government agencies, measurement and evaluation, and as a basis for certification. They are the result of a worldwide effort to develop a common language about sustainability in tourism and are arranged in four pillars: (A) Sustainable management; (B) Socioeconomic impacts; (C) Cultural impacts; (D) Environmental impacts.

The GSTC MICE Criteria are the third GSTC Criteria set, in addition to the GSTC Industry Criteria (for Hotels and Tour operators) and the GSTC Destination Criteria . The GSTC Attraction Criteria are currently under development.

GSTC MICE Criteria 

The GSTC MICE Criteria aim to serve as the global sustainability standards for Meetings, Incentives, Conferences and Exhibitions (MICE) businesses and provide a common understanding of sustainable practices in the MICE industry worldwide.

With the steady growth of the MICE industry coupled with the escalating demand for sustainable tourism, it is imperative to establish universal guidelines that prescribe sustainable practices to be adhered to by the various subsectors within the MICE industry. The GSTC MICE Criteria have been developed for the following subsectors: Venues, Event Organizers, and Events & Exhibitions, and are the minimum that any MICE business should aspire to attain. 

“After a year of dedicated work and effort, we announce the formal release of the GSTC MICE Criteria for Venues, Event Organizers, and Events & Exhibitions. We thank the Singapore Tourism Board (STB), who has been a key contributor to its development. Let’s seize this opportunity together to significantly advance the MICE industry’s journey towards sustainability,” says Randy Durband, CEO of GSTC.

Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board said: “Our collaboration with the GSTC and SACEOS to develop the GSTC MICE Criteria underscores Singapore’s unwavering commitment to sustainable tourism and solidifies our position as a leading MICE destination. The MICE Criteria represents a major milestone on this journey, empowering industry players with the relevant tools to contribute to and thrive in a sustainable tourism landscape. I strongly urge all stakeholders in the MICE ecosystem to embrace the criteria and play a pivotal role in forging a greener future for global tourism.”

Singapore Tourism Board launched its MICE Sustainability Roadmap in 2022, demonstrating clear commitments towards its sustainability goals. This include launching local guidelines to provide best practices for MICE stakeholders on setting waste management goals and reducing specific types of waste, and to better manage carbon emissions. It has also worked closely with Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), as well as public and private stakeholders, to improve the sustainability performance of organisations and explore ways to host sustainable events.

T he GSTC MICE Criteria will:

  • Help define sustainability in a holistic manner
  • Raise awareness of the breadth and nature of sustainability
  • Serve as the basis for certification for sustainability
  • Offer both public and private sectors a starting point by providing basic guidelines for MICE businesses to become more sustainable, including guidance for identifying more sustainable suppliers and service providers
  • Help consumers identify sustainable MICE businesses
  • Serve as a common denominator for recognizing sustainable MICE businesses, helping businesses in choosing sustainable suppliers and partners
  • Serve as basic guidelines for education and training on sustainable MICE practices 
  • Demonstrate leadership that inspires others to act

Development of GSTC MICE Criteria

The GSTC MICE Criteria have been built on decades of prior work and experience around the world and take into account the numerous guidelines and standards for sustainable tourism from every continent. During the development process, criteria were widely consulted throughout the globe, in both developed and developing countries. They reflect our goal of attaining a global consensus on sustainable tourism. 

The Criteria have been developed and revised by following the GSTC Standard-setting Manual v3.0 while striving to adhere to the Standard-Setting Code of the ISEAL Alliance, the body recognized to provide guidance on international norms for developing sustainability standards in all sectors. More detailed information about the process development is available here and in the GSTC MICE Criteria Development Terms of Reference (TOR) document .

GSTC MICE Criteria development process is shown below (Figure 1):

GSTC MICE Criteria

The Criteria development process was an 18-month-long journey from September 2022 to February 2024 (the formal period was 11 months, from April 2023 ). The first round of public consultation took place for two months, from June 15th to August 15th, 2023. The key findings report is available here .

After compiling and revising the second draft, a Feasibility Assessment was conducted to evaluate the suggested criteria based on a compiled draft from the GSTC Technical Team, and to assess the readability (how easy to understand the criteria are), measurability/auditability (how objective they are), and feasibility of the requirement (how likely they are to be met) of each criterion. The feasibility assessment took place from October 15th to November 15th, 2023. Organizations that took part in the Feasibility Assessment can be found in the annex below. [1]* 

Revisions to the GSTC MICE Criteria draft were made after the second public consultation period that was conducted from November 24th to December 29th, 2023. Final draft and consensus were made before the final adoption and publication. 

Sukumar Verma, Vice President, Industry & Enterprise, SACEOS , said: “SACEOS is proud to have been a collaborative partner with the Singapore Tourism Board in developing the first GSTC MICE Criteria. We are also honoured to be part of the GSTC MICE Advisory Group to help shape the future of sustainable MICE and business events. As the national trade association representing Singapore’s MICE industry, we are grateful to our members for their valued inputs in championing the development of this comprehensive criteria. These standards provide a clear and actionable framework for businesses and organisations in sustainable event management for Event Organisers and Venues. The GSTC MICE Criteria will be instrumental in accelerating sustainable practices throughout the MICE sector both locally and globally.”

The GSTC will launch an ‘Early Adopter Program’ for the MICE Criteria. This program will run for two years, giving industry players the opportunity to apply the Criteria in the field and form a network for knowledge and experience sharing. Information on the Program will soon be announced. If you would like to get in touch before the announcement, please contact [email protected] .

GSTC Criteria & SDGs

There is a strong relationship between the GSTC Criteria and the United Nations Sustainable Development Goals (UN SDGs). By achieving the GSTC Criteria, organizations are helping to meet the UN SDGs. Economic, environmental, and societal dimensions are all addressed by the GSTC Criteria. Destinations and organizations looking to contribute to the SDGs will find that the GSTC Criteria provide effective tools to help them rise to the challenge. Further guidance on the criteria may be found in the supporting indicators and definitions set out in the publication. 

Acknowledgments 

Along with GSTC and Singapore Tourism Board (STB) , the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), Singapore’s MICE industry association, has been a key contributor to the development of the GSTC MICE Criteria . We wish to extend our gratitude to all the organizations and individuals who participated in the development process for supporting our mission and providing their expertise and feedback.  

A MICE Criteria Development Advisory Group [2]* was formed for the GSTC MICE Criteria development, which comprised ten organizations from both the public and private sectors with a proven history in organizing and hosting MICE events, to whom we wish to express our appreciation for playing a pivotal role in the development of the criteria. As well as to those who participated in the public consultation and the feasibility assessment, thank you for contributing to the development of the GSTC MICE Criteria.

Information about the GSTC MICE Criteria Development Terms of Reference (TOR) can be found in this document. More information about Criteria Development, Feedback & Revisions can be found here .

[Note: As the owner of the GSTC Criteria, the GSTC reserves the right to assess and charge fees for the commercial use of the GSTC Criteria]

[1]* Asian Ecotourism Network, Costa Rica Tourism Board, Edinburgh International Conference Centre (EICC), ExpoCité | Ville de Québec, International Congress and Convention Association (ICCA), Japan Convention Services, Malta Tourism Authority, Marina Bay Sands, Osaka International Convention Center Corp, Resorts World Sentosa, Sentosa Development Corporation, Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), Singapore Exhibition & Convention Bureau, Suwon Convention & Visitor Bureau, Türkiye Tourism Promotion and Development Agency (TGA).

[2]* The MICE Criteria Development Advisory Group included: Green Key Global, Osaka Convention Bureau, Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), Sustainable Hospitality Alliance (SHA), Suwon Convention Center, Visit Berlin, Visit Oslo, Singapore Tourism Board.

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

More: www.stb.gov.sg or www.visitsingapore.com   | Follow us: STB LinkedIn , STB Facebook or STB Instagram

About GSTC 

The Global Sustainable Tourism Council® (GSTC®) establishes and manages global sustainable standards, known as the GSTC Criteria. There are three sets: Destination Criteria for public policy-makers and destination managers, Industry Criteria for hotels and tour operators, and MICE Criteria for Venues, Event Organizers, and Events & Exhibitions. These are the guiding principles and minimum requirements that any tourism business or destination should aspire to reach in order to protect and sustain the world’s natural and cultural resources while ensuring tourism meets its potential as a tool for conservation and poverty alleviation.

The GSTC Criteria form the foundation for GSTC’s assurance role for Certification Bodies that certify hotels/accommodations, tour operators, and destinations as having sustainable policies and practices in place. GSTC does not directly certify any products or services, but provides accreditation to those that do. The GSTC is an independent and neutral USA-registered 501(c)3 non-profit organization that represents a diverse and global membership , including national and provincial governments, leading travel companies, hotels, tour operators, NGOs, individuals and communities – all striving to achieve best practices in sustainable tourism.

Information for media and the press: www.gstcouncil.org/about/for-the-press/  

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Evolution of MICE tourism in Spain

evolution of mice tourism

The influence of fuel prices on travel in 2022

evolution of mice tourism

Active tourism grows by 18% in the last year

  • Evolution of MICE tourism
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  • MICE tourism in Spain
  • tourism and bleisure

evolution of mice tourism

As the tourism industry continues to expand and reach new heights, we can’t forget about one of the most prominent sectors within the industry, the MICE sector.

Convention and Incentive Tourism has experienced worldwide growth which is why we need to ensure that destinations and markets keep this sector in mind when preparing their marketing strategies.

MICE tourism is composed of four niche areas :

  • Incentive travel
  • Conferences
  • Exhibitions 

In fact, the translation of these four niche areas in English make up the acronym MICE . As can be seen by the areas, this tourism is directed towards business travel. This can be companies planning on travelling to a region with the aim of completing a business meeting, training sessions and seminars, Team building trips, Familiarisation trips, conferences, and networking events as well as expositions such as trade shows.

Why is MICE tourism important?

This segment of tourism can be very beneficial to a destination’s economy as it provides a wide range of opportunities for individual companies and organisations who want to attract customers and clients on an international level. MICE tourism attracts high-spending tourists who are willing to pay extra to ensure that their desires and needs are met. Another bonus is that in recent studies it has been noted that more MICE tourists are adding leisure activities to their itineraries, turning their trip into a business and leisure trip, better known as ‘bleisure’ which offers the tour operators in the destination, the possibility to develop tourism experiences for this market.  

A great aspect of MICE tourism that is not very commonly found within other tourism segments, is that it attracts travellers throughout the year and not only during peak-season, in fact it is more common that these trips are planned during the off-peak season to ensure that more participants are able to attend. It also attracts high profile and/or well-marketed international, regional, and local events which can enhance the destination’s reputation as recognisable and reputable. Furthermore, depending on the event, it is possible the facilities and amenities in the destination can be improved in order to attract certain events and opportunities. 

According to a report by Allied Market Research , the global MICE industry was pegged at more than 725 billion Euros in 2017 and is estimated to reach 1.205,05 billion Euros by 2028, growing at a CAGR of 21.3% from 2021 to 2028 (Source: Allied Market Research ). Furthermore, after nearly three years of the COVID-19 pandemic, the tourism sector is starting to see the re-activation and recovery of the industry with thanks to the celebration of events and congresses.

evolution of mice tourism

MICE Tourism in Spain

According to the World Travel and Tourism Council (WTTC) Spain is set to be one of the most popular destinations for European travellers, with intra-European arrivals to Spain during the first quarter of 2022 currently up by 320% (YOY), one of the influencing factors of this increase being the international tourism fair, FITUR (Source: WTTC ). In 2021, Madrid won the title of Europe’s best MICE Destination 2021 for the fourth year in a row and later went on to be named the World’s Leading Meetings & Conference Destination 2021 beating top destinations such as Dubai, Las Vegas, Paris, Singapore, Copenhagen and London. 

These awards acknowledge the efforts and commitment of Madrid City Council and of the companies and institutions that encompass the city’s tourism sector, in view of their resilience to keep this segment of the tourism sector going strong while maintaining the very highest quality and safety standards.

evolution of mice tourism

The recovery of MICE Tourism

While the majority of the world is seeing an improvement in circumstances after the past few years of challenges, we can only expect the same for the MICE industry. According to a report by Spain Convention Bureau and Braintrust (2022) this industry could reach 100% of its pre-pandemic activity by 2024, in 2019 the MICE industry in Spain reached 12,314 million euros but in 2020 it experienced a drop of 75% in 2020 but by 2021 it was slowly seeing in increase with a recorded economic impact of 5,079 million euros and the report mentions that in the second quarter of 2022 we will already be able to see a significant increase in the activity. 

The biggest growth is said to be noticed in the pharmaceutical and food industries according to the Associated Spanish Event Agencies (AEVEA). Although incentive travel has been experiencing a slower recovery due to travel restrictions or bureaucracy the same cannot be said for MICE, for one the pharmaceutical sector is that which has been experiencing the most growth in this industry and is closely followed by Food and Beverages. 

As mentioned previously , tourist reservations in Spain have grown by 320% in the first quarter of 2022 mainly thanks to the celebration of fairs and events. Many businesses need to celebrate these events as they are vital for many companies in order to carry out projects, seek investors or consolidate their image. Which leads to an increase in inbound tourism to the MICE destination and resulting in this industry being a key player to the revival of tourism.

Although online meetings and hybrid events were vital to keep the presence of conferences and conventions running over the last few years, we can’t take away the importance of in-person MICE events, especially for the tourism industry. In this article we have seen how these events positively influence communities and destinations showing us that it is a sector that we cannot forget about, but rather we should be working towards improving it.

Tatiana Freitas

Marketing Team

evolution of mice tourism

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COMMENTS

  1. The Evolution of MICE Tourism

    The progression of the MICE sector in Europe, Asia, and the GCC countries is a testament to its versatile and evolving nature, consistently aligning with the pulsating rhythms of global trends and ...

  2. What is MICE Tourism? Benefits, Challenges and examples 2024

    Overall, MICE tourism plays a vital role in promoting economic growth, job creation, destination promotion, and knowledge sharing. It offers a multitude of benefits for cities, businesses, and individuals, contributing to a vibrant and sustainable tourism industry. MICE Tourism - The Krakow Convention Bureau.

  3. (PDF) THE MICE TOURISM INDUSTRY TRENDS

    THE MICE TOURISM INDUSTRY TRENDS. June 2020. DOI: 10.31617/k.knute.2020-06-01.39. Conference: TOURISM OF THE XXI CENTURY: GLOBAL CHALLENGES AND CIVILIZATION VALUES.

  4. The MICE sector: a brief history

    In this article, we delve into the origins, growth, and evolution of this dynamic industry, providing insights into its enduring significance and promising future. ... MICE Tourism Market - Growth ...

  5. MICE Tourism: How the Pandemic Has Changed It

    Various studies on MICE tourism have sho wn the significance of the sector for destination development (Iacuone & Zarrilli, 2018 ; Trisic & Arse nov-Bojovic, 2018; Alananzeh, A-Badarneh, Al-Mkhadmeh &

  6. Impacts and Benefits of MICE Tourism: A Framework for Analysis

    The Meetings, Incentives, Conventions and Exhibitions (MICE) sector of tourism is rapidly expanding worldwide. 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.

  7. The impact of social changes on MICE tourism management in ...

    The meetings, incentives, conferences, and Exhibitions (MICE) tourism has intensively grown in recent decades. The MICE sector has also been strongly affected by social and technological changes, especially new social habits resulting from the COVID-19 pandemic. Our research maps the state of the art in MICE tourism and its digitalization from 1997 (first published article found on the subject ...

  8. MICE tourism

    MICE tourism. 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. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym. [1]

  9. Paths and strategies to drive MICE into tourism based on ...

    MICE (meeting, incentive, conference, and exhibition) industry shows a great potential in the demand side and interacts with the supply side of tourism industry. The optimization of driving MICE into tourism strategy is an important issue in Chinese tourism industry development, which is an effective choice to stimulate tourism industry innovation. This paper aims to explore an effective ...

  10. MICE Tourism: How the Pandemic Has Changed It

    COVID-19 has become a real challenge for the tourism sphere. The pandemic hit MICE tourism the hardest, as it is primarily associated with mass business events. Our research aims to understand market expectations and assess the readiness of participants and organizers of MICE events to meet the challenges of modern conditions and the prospects for further development of the MICE industry.

  11. MICE Tourism: The Ultimate Guide to Understanding and Meeting ...

    Looking at that, it's easy to understand that MICE is a strong and inseparable intersection of the Tourism and Events industry. Large groups always traveled on business. Secondly, in modern times, DMO's (Destination Marketing Organizations) and DMC's (Destination Management Companies) proved the power of MICE tourism.

  12. What is the Origin and History of the MICE Industry Worldwide

    The most important associations of the MICE industry. Apart from the historical facts that mark the development of this tourism industry, the creation of professional associations in this field also contributes to its history. Below are some of the most important associations in the MICE industry and the year they were founded:

  13. The role of MICE industry in tourism development

    MICE can be interpreted as convention tourism, with the limitations of convention services, intensive travel, and exhibitions (Lekgau & Tichaawa, 2022;Whitfield et al., 2014). It is a businesses ...

  14. PDF CURRENT CHALLENGES AND TRENDS OF THE MICE SECTOR

    THE MICE SECTOR 2020 has threatened one of the industries that relies the most on people and human interaction: business tourism, events and meetings - the MICE sector. The health crisis has had such an influence on event planning that it was transformed to implement new forms of organization along with health protocols and social distancing ...

  15. Sustainability

    MICE tourism had become a significant development tool for local economies before the COVID-19 outbreak. An effective destination brand is one way in which MICE stakeholders can work together to redesign and rebrand MICE tourism in the post-pandemic times. This study argues that heritage resources at a MICE destination add to the attractiveness of the business destination brand.

  16. The evolution of MICE tourism: how is the sector set to change?

    The evolution of MICE tourism in the Costa del Sol . In the wake of a challenging few years, MICE tourism is finally seeing its circumstances change. According to a report by Spain Convention Bureau and Braintrust (2022), the industry could reach 100% of its pre-pandemic activity in 2024. In 2019, the MICE industry in Spain reached 12.314 ...

  17. Why MICE tourism is "hot" in 2022

    According to a report, the MICE tourism industry will bring revenue in upwards of $1.5 billion globally by 2025. MICE has presented itself as very beneficial for several reasons. The destination can achieve positive exposure and increase foot traffic, generate increased revenue for the destination, and boost a company (or group of companies ...

  18. What is MICE? (Meetings, incentives, conferences & exhibitions)

    Putting the nice into MICE. Nothing to do with pest control, everything to do with business-minded travel. Put simply, MICE stands for Meetings, Incentives, Conferences & Exhibitions. It is business tourism at its finest, aimed at bringing together top professionals from every sector in an enhanced, tailor-made hospitality setting.

  19. MICE Tourism: A Simple Explanation

    The future for MICE tourism. The MICE industry size was valued at $805 billion in 2017 and was expected to grow at a CAGR of 7.6% to reach $1,439.3 billion by 2025. However, COVID has had a drastic impact on this and this growth is expected to slow or even decline as a result.

  20. The Global Sustainable Tourism Council (GSTC) publishes new GSTC MICE

    The Global Sustainable Tourism Council® (GSTC®) is pleased to announce that the GSTC MICE Criteria have been published and are available to the public for non-commercial use. Developed for Venues, Event Organizers, and Events & Exhibitions, the GSTC MICE Criteria, developed with support from the Singapore Tourism Board (STB), will guide businesses toward implementing sustainable practices in ...

  21. Evolution of MICE tourism in Spain

    According to a report by Allied Market Research, the global MICE industry was pegged at more than 725 billion Euros in 2017 and is estimated to reach 1.205,05 billion Euros by 2028, growing at a CAGR of 21.3% from 2021 to 2028 (Source: Allied Market Research). Furthermore, after nearly three years of the COVID-19 pandemic, the tourism sector is ...

  22. The Development of MICE Tourism

    K.W. Awang. The main purpose of the study is to review the venues of MICE (Meeting, Incentive, Convention and Exhibition) industry in East Coast Region, Peninsula Malaysia focusing Hotel ...

  23. Development of MICE Tourism in Australia ...

    Development of MICE Tourism in Australia: Opportunities and Challenges. Abstract The meetings, incentives, conventions and exhibitions (MICE) sector is one of the more rapidly growing market segments of Australian tourism. While demand for this form of tourism is increasing, there are several issues on the supply side which must be addressed.

  24. How to Attract MICE Tourists: 6 Tips for Hotels & Destinations

    The 6 Best Ways to Attract MICE Tourists. Now that you've grasped the advantages of MICE tourism, let's delve into the most effective methods for drawing this particular clientele to your venue. 1. Know Your Market and Know the Needs of MICE Clients. To successfully attract MICE companies to your hotel or destination, it's essential to first ...

  25. Antioxidants

    Extremely preterm infants are often treated with supraphysiological oxygen, which contributes to the development of bronchopulmonary dysplasia (BPD). These same infants exhibit compromised antioxidant capacities due in part to selenium (Se) deficiency. Se is essential for basal and inducible antioxidant responses. The present study utilized a perinatal Se deficiency (SeD) mouse model to ...