Meetings, incentives, conferencing, exhibitions
Meetings, incentives, conferences, and exhibitions (MICE, with the “E” sometimes referring to events and the “C” sometimes referring to conventions) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose. Recently, there has been an industry trend towards using the term 'meetings industry' to avoid confusion from the acronym. Other industry educators are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events profession.
Most components of MICE are well understood, perhaps with the exception of incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes.
MICE tourism usually includes a well-planned agenda centered around a theme or topic, such as profession trade organization, a special interest group or an education topic. Such tourism is often a specialized area with its own exhibition (e.g., IMEX, EIBTM, GIBTM, AIBTM, CIBTM. and AIME) and practices.
MICE event locations are normally bid on by specialized convention bureaux 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 bureaux may offer financial subsidies to attract MICE events to their city.
MICE tourism is known for its extensive planning and demanding clientele.
Over the past few years, there has been a trend of growing numbers of international conventions held in Asia. ICCA reports the Asia-Pacific region to have held 1,879 conventions in 2011. Singapore is known to have well-equipped convention facilities, such as Marina Bay Sands hotel; the Singapore Exhibition & Convention Bureau works closely with the infrastructure to attract more conventions and incentive tours.
Seoul, noted as one of the five best convention cities in the world, is fully prepared to host major summits and conventions as it has successfully done so with 2010 G-20 Seoul summit and the 2012 Nuclear Security Summit. Seoul will be the venue for the 18th Pre-COP Ministerial Meeting on Climate Change, ahead of November's COP18 conferencein Qatar. Other convention agenda include the World Congress on Radiographers & Radiotechnologists (2016), 15th International Radiation Protection Association (2020), and the 20th World Conference on Non-Destructive Testing (2020).
Globalization is playing a leading role in disperse of MICE industry in Asia. That is, networks are formed among Asian members and, therefore, infrastructure which facilitate meetings between the countries is needed. Moreover, the World Tourism Organization acknowledges that developments in this industry can be an essential key driver of economic growth and can strengthen local trade and intellectual engagement. This array of process shifts the stage in which global leadership and expertises are exercised.
The MICE industry in Thailand is one of the major branches of tourism in Thailand, contributing an estimated 0.58% to Thailand's GDP in 2012 (9.4% of all tourism earnings). The main sources were conventions (33%), corporate meetings (25%) and incentive travel (24%), adding in total the equivalent of more than $2.5 billion into the economy of Thailand. In 2012, the country hosted more than 7,300 meeting events (a 6.84% increase from 2011).
Around 65% of Thailand’s MICE business comes from Asian countries. India is the most frequent MICE customer, with 74,941 meetings visitors in 2012, followed by China (63,955), Japan (45,424) and Korea (37,175). The United States is on the eighth place, sending 21,786 delegates in 2012.
In 2002, the Royal Thai Government established Thailand Convention and Exhibition Bureau (TCEB) under the office of Prime Minister, as the flagship organization in charge of MICE events held in Thailand. One of the Bureau’s roles is to encourage the inclusion of Thai arts and culture in these events in order to promote the national heritage. The organization has a strategic, 5-year master plan which has as its main goals to increase revenues and establish Thailand as Asia's business events hub by the year 2016. TCEB designated 5 major MICE cities (Bangkok, Phuket, Khon Kaen, Pattaya, Chiang Mai).
- "Definition of "MICE"". thefreedictionary.com. Retrieved 2009-07-30.
- "Definition of "MICE"". International Congress & Convention Association. Retrieved 2007-05-30.
- "Society of Incentive & Travel Executives". Retrieved 2007-05-30.
- "IMEX: The Worldwide Exhibition for Incentive Travel, Meetings and Events". Retrieved 2007-05-30.
- EIBTM – The Global Meetings & Events Exhibition, Barcelona, Spain,
- GIBTM – The Gulf Incentive, Business Travel & Meetings Exhibition, Abu Dhabi, UAE,
- AIBTM – The Americas Meetings & Events Exhibition, Baltimore, USA,
- CIBTM – The China Incentive, Business Travel & Meetings Exhibition, Beijing, China,
- AIME – The Asia-Pacific Meetings Expo, Melbourne, Australia
- "Conclusions of the International Seminar on MICE Tourism and Business Tourism, Santiago, Chile, 25–26 May 2005". World Tourism Organization. Retrieved 2007-05-30.
- "International Congress and Convention Association".
- "Seoul Convention Bureau".
- "MICE Industry – An Asia-Pacific Perspective".
- Katie Morell (November 2013). "M.I.C.E. Thailand". Global Traveler. Retrieved 5 February 2014.
- "Vision & Mission - TCEB". Thailand convention & exhibition bureau. Retrieved 5 February 2014.
- Imtiaz Muqbil (11 November 2013). "Khon Kaen Helps Raise Northeast Thailand’s Profile for Mice Events". Look East Magazine. Retrieved 5 February 2014.