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Module 1 - MICE - Lecture notes 1

BS in Agriculture (Isabela State University)

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HM 223 – INTRODUCTION TO MICE

UNIT 1: Introduction to MICE

INTRODUCTION
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. In general,
MICE are events and activities that involve attendees who share a common interest and gather in a place.
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.
The aim of this chapter is to develop the knowledge relating to the scope of activities within the Meetings,
Incentive Travels, Conventions and Exhibitions (M.I.C.E.) industry. It provides a comprehensive overview
of M.I.C.E. events, analyzes the elements of their success focusing on the operation and marketing
strategies. We will learn about the concept and importance of M.I.C.E industry, the different types of
events and also its trends and issues.
At the end of each topic, activities will also be given to assess your understanding of the subject being
taught.

OBJECTIVES
At the end of this chapter, you will be able to:
• Define MICE industry
• Identify the different terminologies use in MICE Industry
• Explain the concept and importance of MICE Industry
• Discuss the types of Events
• Discuss the trends and Issues in MICE Industry

DISCUSSION PAPER

Lesson I. WHAT IS M.I.C.E?

MICE market or industry can be defined as the business of organizing, conducting, and attending
of all the different types of business and leisure events or meetings and taking care of the inclusive travel
and tourism needs.
MICE is an acronym for meetings, incentives, conferences, conventions, and exhibitions industry (by
DOT). It is one of the fastest-growing and lucrative areas of the tourism and hospitality industry.

MICE comprise four event subfields/components. They are Meetings, Incentive Travel, Conferences
and Conventions, and Exhibitions.
• Meeting – gathering of people for a common purpose such as business, social, or religious
purposes. Meetings do not include exhibits. Some forms of meetings are board meetings; annual
general meetings or AGMs; management meetings; training or onboarding meetings; meetings
with associates, partners, suppliers, dealers, etc; planning meets.
• Incentive – reward event intended to showcase persons who meet or exceed sales or production
goals. It is also called incentive program.
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HM 223 – INTRODUCTION TO MICE

UNIT 1: Introduction to MICE

• Conference – participatory meeting designed for discussion, fact-finding, problem-solving, and

consultation. It is used by an organization to exchange views, convey a message, open a debate,
or give publicity to some area of opinion on a specific issue. No tradition, continuity, or periodicity
is required to convene a conference. Compared to congress, a conference is smaller scale.
• Convention – gathering of individuals in which the planning activity of the attendees is to attend
educational sessions, participate in meetings/discussions, socialize, or attend other organized
events. Conventions include exhibits. Congress is the European term for convention.
• Exhibition – the display of products or promotional materials for purposes of public relations,
sales, and/or marketing. It is an activity designed for suppliers of products, goods, and/or services
to demonstrate and promote to a certain market. It is the European term for exposition.
• Exposition – larger in scale than an exhibition. It is generally consists of a huge public display of
the goods and services of a particular industry.

Types of events:
There are three main categories which events go under. These events are private, corporate and
charity which are explained below.
1. PRIVATE - Private events are used for individuals who can book venues such as
Wedding/Wedding receptions, Birthday parties,etc.
2. CORPORATE - Corporate events are used for a business to promote their companies
brand and products such as Team Buildings, Business Dinner, Conferences, Networking
Events, Seminars, Product Launches, Meetings.
3. CHARITY/FUNDRAISING -Charity events are used for individuals to raise money for a
charity of their choice by events such as Sports Events, Charity,etc.

Lesson II. TERMINOLOGIES USE IN THE MICE INDUSTRY

Agenda – subjects to be discussed in a meeting

Attendee – individual, such as guest, at the conference site but not necessarily involved with
the meeting services
B2B – acronym stands for “Business to Business” events, meaning corporate or trade-related
events
B2C – opposite of B2B, acronym stands for “Business to Consumer” events, often relating to
more consumer and public-facing event
Back drop – signage or logo placed at the back of the stage or exhibition booth
Booth – a temporary structure where articles are exhibitor displayed
Breakdown/Load Out – these terms all mean to take down equipment and clear away items
that have been set up for an event, after the event is complete
Capacity – maximum number of people allowed in a given area
Delegate – representative to a meeting
Emcee - is shorthand for “Master of Ceremony”. This is the host who presides over the event
program
Exhibitor – company or organization sponsoring exhibit booth
Floor Plan – floor diagram drawn to scale
Headtable – seating location for honored guests and/or meeting presentor
Honorarium – a fee paid to a guest speaker
Host Committee – local organization responsible for the overall preparation of the event
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HM 223 – INTRODUCTION TO MICE

UNIT 1: Introduction to MICE

Keynote speaker – speaker wo sets forth the theme of the event program
Lectern/Rostrum – a reading stands with a slanted top
PCVC – Philippine Convention Visitors Corporation
PICC – Philippine International Convention Center
Podium – speakers’ platform
Promotion – publicizing an event
Protocol – customs and regulations dealing with diplomatic formality, co-procedure, etiquette,
etc.
Publicity – dissemination of information or promotional material
Registration – process by which an individual or group secures space at a facility
Room set-up – layout/positioning of tables, chairs, other furniture and co-equipment for
functions
Secretariat – a unit that carries out the administrative function of congress
Speaker – a person who address an audience
Supplier – facility, company, agency of person(s) offering space, goods and services for the
event program
Teasers – promotional piece designed to build interest in an event
Venue – event site or destination

Lesson III. IMPORTANCE OF MICE IN HOSPITALITY AND TOURISM INDUSTRY

The MICE industry is an exciting and profitable segment of the tourism and hospitality industry.
A major source of revenue for the tourism and hospitality industry comes from the meetings, incentives,
conventions, and exhibitions segments of the industry. In the past 20 years the importance of MICE has
been recognized.
One of the most rapidly growing segments of the tourism and hospitality industry is the MICE
industry. United States developed into an industry worth more than $25 billion. The international
convention and exhibition market has grown considerably in Western Europe mainly in France, Belgium,
Great Britain and Switzerland. Conventions and exhibitions generate tremendous amount of revenue
within the tourism and hospitality industry. Travel sales from meetings, conventions, and exhibitions are
so important to the economy that all levels of the government have organized, advertised, and provided
services to attract these groups.
Over the years, the International Association of Convention and Visitors Bureaus undertaken an
assessment of the economic impact of MICE. It was found out that out-of-town convention delegates
spend an average of $638 for a 3.5-day stay. The International Association of Convention and Visitors
Bureaus conducted these studies for several years in United States and non-U.S. cities. And showed
that approximately 82 million delegates attended 267,810 meetings with a direct economic impact of
more than $56.6 billion.
No matter what they are called, the MICE/Convention bureaus exist to promote their city as a
place to hold meetings, conferences and business events and to support meeting planners all through
the organizing process. A convention bureau is the first point of contact for planners who look out for
organizing conference, particularly in a place they are unfamiliar with. It is a ‘one stop shop’ offering
unbiased advice which provides local knowledge in their city, and is the ‘official’ point of contact for all
conference organizers.

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HM 223 – INTRODUCTION TO MICE

UNIT 1: Introduction to MICE

Lesson IV. Trends and Issues in MICE Industry

The MICE – Meetings, Incentives, Congresses and Exhibitions – industry forms a substantial component
of both the tourism industry, as well as of the economic development in destinations, and it is growing at
a tremendous pace. It generates millions in revenues worldwide, provides employment for many, and
contributes greatly to local economies. The MICE Industry is also extremely dynamic and trends continue
to shift gears frequently. Therefore it is important to stay upfront the development and understanding the
latest trends in this massive industry, as we approach the next decade.

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. But new opportunities have also
emerged in the process, such as streaming and virtual meetings. Hybrid events and webinars are a reality
that is here to stay, and while we all hope that fairs and face-to-face meetings can be resumed soon, the
health and sanitary recommendations will have to be taken into account.

❖ Challenges/Issues for MICE Industry

The COVID-19 pandemic has largely shaped how events should be planned for the remainder of the year
and in the near future. Therefore, trends in this area are aimed at maintaining the health security
recommendations that have been established to slow the advance of the pandemic and prevent new
cases. Some of these are:
• Limit the number of participants or use venues large enough to guarantee social distancing: open
spaces have priority as well as those with good ventilation.
• Implementation of required sanitation and health measures: disinfecting stations and hand
sanitizer dispensers at different points of the event.
• Development of hybrid events: attendees enjoy a face-to-face/online experience where
participants who cannot attend in person can do so online. This option reduces the number of
people in a place without affecting the number of attendees.
• Dependence on the laws and decisions of public bodies and specialized organizations.
• Flexibility in schedules so that they can be reprogrammed immediately in case of last-minute
changes.
• Virtual Meeting vs. Destination Meetings
• Keeping up with Technology
• Managing Accommodation Contracts (oldie but goldie)

❖ MICE Industry Performance Trends

In the coming months, the MICE sector draws the following patterns related to the market, technology,
the people who participate, and the destinations where the events are held.

• Demand will surpass supply

In previous years, the demand for events continues to rise, even surpassing the supply. According to the
special travel’s meeting and events division of Carlson Wagonlit Travel (CW Meetings & Events), the
demand for events will increase between 5 and 10%. However, the development of spaces to hold events
does not move at the same speed as demand, so reservation rates could increase between 2.4 and
3.7%. Faced with this situation, many event planners are adjusting budgets or, on the contrary, reserving
venues as far in advance as possible to avoid additional costs.
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HM 223 – INTRODUCTION TO MICE

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• Attendees still prefer face-to-face events

Most people have spent so much time in front of a screen that they still prefer face-to-face events. In fact,
many brands use events as one of the most effective channels of communication with their consumers.
The reason is that live meetings are a great opportunity to generate networking, being even the second
aspect that attendees look into when choosing to attend an event, right after content.
• Events with a sustainable approach
There is no doubt that the future must be sustainable to guarantee the survival of the species. Therefore,
it is now more and more frequent to see events with such approach and that try to generate a positive
impact through the promotion of local economies and the preservation of the environment.
• Destinations do matter… a lot
New event attendees have managed to merge the world of leisure and business into a new dimension in
which the tourist destination is crucial when deciding whether or not to attend an event.
In fact, according to recent surveys, about 70% of attendees say that the venue of the event is a
determining factor when confirming their attendance, while 30% say that it is decisive (data taken from
the International Association of Exhibitions and Events, IAEE). For this reason, organizers function as
dual agents who plan the event on the one hand and the attendees’ travel experience on the other,
choosing comfortable and attractive destinations and managing cultural and culinary activities to enrich
the experience.
• Experience personalization
As time passes, attendees seek greater personalization. Big events require a well-managed schedule to
avoid missing interesting content. To solve this, event organizers have come up with different strategies,
such as the personalized design of the event based on the collection of previous data (Big Data). Other
tools allow managing large spaces with multiple speakers, offering advice to attendees in real-time, and
mapping the development of the event and the attendees.
• Authenticity
The demand for authenticity is bigger than ever. Guests want to have honest, transparent and real
experiences when they visit the destination for leisure as well as business purposes.
• Bleisure
If you have not heard about the phrase “bleisure” – you are missing a lot. This unique concept describes
a combination of the business and leisure trips where the event organizer is not only the coordinator of
the event but can provide a unique insight into the destination from the leisure perspective.
• Well-Being
Business travel does not mean only long days in the meeting room without even stepping outside the
facilities. Promoted by the bleisure movement and by the growing mental health awareness, this
emerging trend of incorporating well-being elements to the conference program takes on fast with more
and more followers.

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