Overview of MICE Industry and Related Activities

Meetings, Incentives,
Conference and Events

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of MICE industry...................................................................................................3
MICE related activities (refer to facilities, services and activities)........................................5
Communication channels used in MICE activities................................................................6
Processes to comply with the current legislation...................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Meeting, Incentives, Conferences and Events (MICE) is regarded as kind of tourism
industry where large groups planned each and everything in advance and are brought together
(Bowdin and et. al., 2012). This market is referred as specialised niche of group tourism which is
dedicated to booking, planning and facilitating seminars, conferences and other events. It is
regarded as big moneymaker in travel industry. The main aim of report is to discuss about
overview of MICE industry along with related activities. It also covers communication channels
used in MICE activities and process required to comply with current legislation.
MAIN BODY
Overview of MICE industry
Meeting, Incentives, Conferences and Events (MICE) industry was valued $805 billion in
2017 and is expected to rise by 7.6% from $1439.3 billion by 2025 (MICE Industry by Event
Type (Meetings, Incentives, Conventions, and Exhibitions): Global Opportunity Analysis and
Industry Forecast, 2018–2025, 2019). This industry provides tourism services where suppliers
and organisers deliver and manage meetings, conferences, events and other related activities in
order to achieve high range of business, professional, cultural and academic objectives. It has
positive impact in growth of cities, destinations, businesses and others. The person who are
organisers of MICE focus on providing various creative services such as showing displays,
banners, directional signage, event photography, event marketing, sponsorship management,
supplier, virtual meeting and so on. With rise in business, there is growth in MICE industry.
There is increase in frequency of activities of business like client meetings, employee training
activities, brand promotions and supplemented growth of global MICE industry. The government
has made initiatives in promoting SMEs and liberalization of market entry for increasing FDIs in
order to boost market. Apart from these factors, other components which assist in promoting
growth of market such as change in lifestyle of business travellers, rapid urbanization and
industrial growth.

MICE industry is segmented on basis of event type and region. Here, on event type,
market is segmented into incentives, meetings, conventions and events and on basis of region,
market is studied under four regions such as Europe, North America, LAMEA, Asia-Pacific and
so on (Campbell and et. al., 2014). In year 2017, meeting segmented is regarded as highest share
in MICE industry which attributes in increasing globalisation of businesses and rise in number of
SME all over world and emerging economies. There is rise in travel and tourism along with
hospitality sector leads to add growth to particular segment. Recent trends such as hybrid
meetings, meeting app and using of social media leads to boost market share in future time
period. Here, incentive travel is regarded as management tool to motivate and rewards dealers,
production workers, sales representatives, distributors, customers, support staffs and so on.
Company has to reward sales representatives who reaches sales target by providing them foreign
trips. These incentive trip comes through staying at hotel, tour packages, planned activities like
parties, dinners and games.
Illustration 1: Global MICE Industry on basis of Type