Basic introduction to MICE tourism

Basic Introduction to MICE Tourism

Meetings, Incentives, Conferences/Conventions and Exhibitions (MICE) are a form of tourism, growing in all developed markets.

MICE tourism consists of large groups attending conferences, conventions, seminars, workshops, meetings or exhibitions. Lately, there have been many names to refer to this niche market such as “meeting industry” “business tourism” or “events industry”. However, all of them have the same concept behind.

Most of our clients, DMO (Destination Marketing Organizations) as well as CVB (Convention and visitor´s bureau) are organizations specialized in promoting their destination. They are a great source for planners to organize their upcoming events and act as a “one stop shop” for all their needs. Whether they are looking for unique venues, boutique hotels and any other service in between, planners can rely on the expertise of these organizations to ensure the best quality for their clients.

Personally, this is a niche that really catches my attention, a fast-paced business that involves an exquisite client management which is also very rewarding, as results are visible right away. It also provides great opportunities to connect with other sectors, such as Pharmaceutical, Automobile, Financial, Insurance, Medical, etc., allowing to expand your level of knowledge and always keeping you up-to-date in the latest trends in market to cater to these specific clients.

MICE business is here to stay, and it is also creating new ways of traveling, such as “bleisure” the combination of Business and Leisure which ultimately provides a higher revenue and impact for the destinations that we represent.

We should keep an eye on this niche, as millennials are lately changing the game. Stay tuned and keep an eye open for this. Sometimes in this business, if you snooze, you loose…

By Javier Fernández

Trade Director

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