MICE tourism

Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of business tourism in which groups, often planned well in advance, are brought together for professional, commercial, or networking purposes. It includes convention centers and conference halls, exhibition and trade show space, corporate event venues, event management, and specialized catering services.^[1] Recently, there has been an industry trend toward using the term "meetings industry" to avoid confusion with the acronym MICE, which can be mistaken for other meanings, such as the English word for "mice" (rodents).^[2] Industry experts and organizations increasingly recommend "events industry" as an umbrella term for meetings, conferences, exhibitions, and other events.^{[citation needed]}

Closing panel at the Human Rights Conference at OLYMPION hotel for 2024 Thessaloniki Europride

Most components of MICE are self-explanatory, with the possible exception of incentives. Incentive tourism typically involves organized trips offered by companies or institutions as rewards for employees, clients, or partners who have achieved specific goals or exceptional performance.

Unlike other MICE components, which focus on professional or educational objectives,^[3] incentive tourism primarily aims to reward and motivate participants through leisure-oriented experiences, though it may include team-building or networking activities. MICE events are typically organized around specific themes or objectives, targeting professional, academic, trade, or special interest groups.

Convention bureaus

MICE event locations are normally bid on by specialized convention bureaus in particular countries and cities and established for the purpose of bidding on MICE activities. This process of marketing and bidding is normally conducted well in advance of the event, often several years, as securing major events can benefit the local economy of the host city or country. Convention bureaus may offer financial subsidies to attract MICE events to their city. Today it is usually used to boost hotel revenue.

MICE tourism is known for its extensive planning and demanding clientele.^[4]

See also

• MICE in Thailand