MICE Tourism: Challenges and Sustainability

This document discusses the challenges and sustainability in the MICE tourism industry. It explores the impact of green activities and the complexities faced in implementing them. The document also provides information about the goals and rationale behind the World Association of Travel Agencies conference in Vienna, Austria.

Meetings, Incentives
Conferences & Exhibitions

INTRODUCTION
The MICE sector is one of the greatest emergent segments of world tourism and this specific
tourist market is expected to constant developing over the next few decades and potentially see
development will in to the next century. Tourism is the actions of individuals travelling to and
waiting in spaces exterior their common atmosphere for not tan one successive year for vacation,
commerce another reasons. Under the umbrella of tourism there are several types of tourism
sectors and MICE (Meeting, inducement travels, meetings, demonstrations) tourism can be
classified like the fraction of commerce tourism (RUMERUNG and et. al., 2019). In some
nations, meeting may be observed like a diminutive extent meeting through others and it is an
activity of approaching jointly of a team, o individual to converse or substitute data. Incentive
travels consider vacation trips highlighting enjoyment and enthusiasm and which may emerge to
have slight or no association to commerce. Meetings are actions where the crucial action of the
attendees is to concentrate learning conferences contribute in conference and conversations meet
people or focus other conducted occasions. Demonstrations can basically be depicted as
presentations of goods and facilities to an asked listeners with the purpose of considering a trade
or notifying the guests.
The MICE commerce is an establishment is a company that is supported to UK and is
mechanised to produce large funds in the wealth. Tourism in the UK is an essential industry that
increases its actions and so this calls for great quantity of wealth to manage the services. The
tourism industry in the UK considers lots of business travels that entail actions like presenting
meetings, inducement actions, trade fairs and presentations and also person predilection for
vacation travels. This written document is supported to this sector in which a meeting of globe
organization of tour organization is going to be conducted where a conversation is to be taken
over modern or green exercises to be accepted. The meeting would be organised in spring time in
year 2021 where it is accepted that approx 250 individual will participate in it (NZIOKA, 2019).
The existing report is supported to two part in which section on e execute a comprehensive
literature review and on the second fraction create a conversation towards the official written
package suggestion that is require to be obtainable in addition to the need of consultation.
1

PART 1
LITERATURE REVIEW
As per the view of O'Neil. S., (2017), the MICE region present the big commerce that
perform regarding distributing the main financial advantages and also plays a important function
in involving regarding the development of the vacation growth all over the globe. The
advantages of the MICE are reaching more enlarged to the actual hosting of occasion along with
the employment option that is being created in both the multitude and traveller nations in which
tourism presents around 5% of global GDP and on the other side it involves appox 8% to the
whole of the emplacement. But to accept suitability activities are needed to primarily analyse
about the components are generating complexities and limiting about the acceptance of green
activities in MICE industry so that effective performance can be engaged in this regard (Nzioka,
2019). The sustainability proposal majorly offers with the point with the point of differences
associated of business to globally stage the occasion and conference need in the MICE industry
is also obtain maximised which in turn also maximises the harm to atmosphere. This in turn
maximises the requisite of accepting CSR activities in context of decrease the green atmosphere
or sustainability conflicts. The main complexity in reference that is generating green problems is
due to over tourism which has now become an exhortation for tourism industry. It is primarily
demonstrated by a group that is examined like unfavourable place by the locals and travellers
cause of overcrowded place. It is turn maximises the need for green tourism acceptance so that
unfavourable complexities can be get over and travel practices convey favourable impact only.
According to McKinley. S., (2018), with the understanding of the company and
sustainability assist in building effective commerce intelligence and for accomplishing this deal,
expert and national authority possessed establishments are needed to execute strict green
standard. Apart from this, the occasion planners searching regarding integrating the more
sustainable practices to be executed whereas conducting the conference, conventions and other
occasions. The acceptance of green consequence assist in framing an excellent and favourable
atmosphere and also assist in developing the reputation of the firm which in turn conducting the
occasion. Along with this, it has been identified that the green actions assist an incident planner
in minimising the hard squander that in revolve generate more contamination and waste and
include of higher fund (Soler Sancho, 2018). So if such commodities or essentials are cost off
from the processes then it enable in minimising the monetary value of those commodities that
2

obtain added into the occasion. Therefore, it permits the occasion planner to minimise the
finance and expenditures of the occasion. Even though, these advantages while executing the
processes associated with endorsing the green practices there are diverse complexities that are
being suffered by the MICE industry at the time of executing the sustainability activities towards
the green problems considers in actions. These conflicts are more complex in reference to
minimise the unfavourable influence over the atmosphere. As minimising paper work often
offered logically but the removal of foodstuff wastage is really take up some preparation. The
diverse complexities consider in executing sustainable actions to minimise green complexities
are defined as under:
Health and safety- The defence of occasion contributors stay always supreme in the
occasion’ expert intelligence but still there is convinced components that influence the green
aspect in a conference (Mayaka, 2018). As the abolition of water bottle that is of plastic is
complex to neglect that in turn maximises the waste and also contaminate the atmosphere
because it cannot be arranged.
Accessibility and inclusion- There are diverse amount of obstacle that stay subsidiary to
occasion contributors such as affordability, contact to educational and technological, place and
knowledge design, sex, cultural and other type of diversities. To be unsuccessful to inclusion
associated complexities can outcome into restriction of the registration, event development,
involvement and also influence the contentment.
Carbon emission- It has been approximated that a four day nationwide operate demonstrate
may outcome into the basis of 850 kg of production according to the individual engaged in the
occasion that is include as equivalent to the flaming of two barrel of oil. Apart from this, the
similar occasion when get conducted within the practical atmosphere emanate fewer carbon than
that of corporeal establishment of occurrence. This practical conference produces a smaller
amount than 2.5kg of secretion that is fewer than that of 1% of the cask of oil.
Solid waste- Another main problem indentified through the occurrence planners in
maximising waste of solid material. As a standard meeting contributor majorly manufacture 064
kg of the solid squander at the place of occasion every day. Therefore, for MICE industry the
foodstuff wastage manage is one of the major issue that over up to 40% of a total occasion in
waste flow (Millar and Park, 2018). It considers diverse materials such as vinyl, tenting, cement;
3

carpeting and polystyrene that are including being non-convertible occasion substance that never
gone at the back.
Pollution- There are diverse types of commodity or objects utilised though performance of
occasion and are not preventable, but it carry a enormous influence in excess of the atmosphere
through generating contamination and include to be mainly demanding component for the MICE
industry. It majorly considers cleaner, paint, producer, graphics, moveable toilets and many other
that in revolve generate contamination threat. Apart from this, some of the occasion are so which
stay specifically responsive to the contamination that are being performed in the insightful
environment like watersheds, parks and many more.
Although, Luehrs. M., (2011), there are assured benchmarks that are being incorporated
through the power in reference to develop the excellence of task through redirecting it regarding
getting more communally accountability and sustainability (Rogerson, 2019). But these
benchmarks are essentially including to be highly demanding though executing. These are
defined as under:
BS8901- This benchmark of occasion administration method place importance regarding the
need of planning, administrating and determining the sustainable occasion of all dimension and
kind. It presents need associated with the place assortment, maintaining carbon neutrality,
running process, supply chain administration, announcement and procurement. But the MICE
sector basically identified complexity in executing this as the whereas managing all these needs
it turn into more demanding because it maximises monetary value.
ISO20121-The ISO majorly utilises BS8901 benchmark while basis that is include to be
completely globally distinguished sustainability benchmarks. Approx 30 nations are include
within executed this benchmark but still it remnants difficult to completely execute this because
the need defined within this criterion are comparatively upper.
Apex Green meeting standard- The APEX is included to be one of the biggest deliberate
measure improvement company all through the globe (Qamariah and Muchtar, 2019). It offers
attributed to nine regions like location, announcement, foodstuff & beverages, conference place,
transport, on site place of work, optical and manufacture and demonstration etc. Therefore
attainment all the regions accepted are relatively complex.
As per the view point of Clarke, R. A. (2020), reacting to ecological issue when forever
include to be a no-win preposition for the workers of sector. As it is include to be not a simple
4

work of attainment green in form of processes because it summarise with the declaration that
assist the atmosphere over the fund of throbbing the commerce that is not forever substantial
through the players of MICE industry. Therefore, currently new ordinary understanding gets
materialized that assures about the definitive settlement of financial and ecological apprehension.
In this rising new globe, the commerce and atmosphere is include no longer being a expensive
technique of accomplishment green and include to be channel for creation, capital formation and
new marketplace option. To this new world the administrators basically put prominence
regarding reinstating the fabric that are utilised in process to the ecological commodities so that
damage to the atmosphere can be decreased. But it is include being hard for accepting in such an
easier form, because a immense international financial system is stay sustainable only if it grasp
up communal, financial and ecological well being (Sukmadi, 2019). There are certain
complexities that are basically identified while executing with such activities regarding the green
activities. The main complexities Identified through the individuals of MICE sector is increasing
monetary value of the atmospheric compliances that in revolve do not have any type of
favourable fiscal return. It can be considered like a point of disagreement toward any form
advantage that occurs out of the acquiescence. Therefore, it has been identified that the
conventional wisdom is include being that atmospheric rule that generates a crucial fund on the
private sector and also slow down the development of efficiency that in revolve also influence
the ability of MICE industry people to run a marketplace adequately. Along with this, it also
outcomes into misplacing the rivalry with the processes cause to performance of contamination
concentrated sectors.
PART 2
a)
Background of the conference
A meeting is a official convention engaging individuals who split equal attention; the
discussion is frequently a trade union in data among people is being transmitted. In the current
case, consultation for World Association of Travel Agencies will be supposed in spring 2021.
This conference is prepared to be alleged in a current or green mode so that business communal
accountability can be satisfied (Teerakunpisut, 2018). This meeting will be supposed for 250
5

individuals who will be national authority legislative body, individual and main stakeholder who
are related with Travel agent’s alliance.
Rationale of the conference
The meeting for World Association of Travel Agencies is prepared to be supposed with
convinced validation. The main cause in the rear preparation this meeting is to deliver data about
the globe of travelling and occurring complexities that are suffered by entire travel sector cause
of existing situation of corona virus. Other cause behind this consultation is to divert travellers
by offering them good knowledge along with consultation conferences. Its aim is to assure that
travel negotiators are appropriately performing with each other and for this occasion of system
and group making training will be completed timely with in conference duration. Another reason
of this meeting is to satisfy business society accountability by assuring a modern or green
consultation at a level as potential.
b)
The meeting is intended to embrace in spring 2021 and there are several goals that are
needed to be fulfilled. The targets of this conference are as under:
 To offer an area and stage to travel negotiators of world association to deliver their data
and knowledge with individual that are in the similar area of business (Lim and Zhu,
2018).
 To offer a vacation knowledge to travel agents and assure their amusement.
 To satisfy the corporate communal accountability of World Association through
conducting a conference as green as potential.
 To offer a stand to travellers of world association where they can construct their system
and distinguish each other.
c)
The location chosen for this meeting is Vienna, Austria. The destination for consultation in
respective location that has been chosen is Austria Centre. There are diverse causes cause of that,
this location and place is being chosen due to which these options are well vindicated. The
location of Vienna, Austria is chosen because as per International Congress and Convention
Association, thus nation grasps the next region grade in the catalogue of best spaces to organise a
meeting. Along with this, the respective nation is not included as the top European travel
locations that frames it still more great for a low key meeting tour just as this meeting of World
6

Association of tourist as this meeting only purposes to get attention 250 individuals. Vienna is
also an effective location because it Airport’s on time execution is 85.1% that is relatively
efficient (Bari and Shaheen, 2020). The current meeting aims to offer vacation knowledge to
traveller due to which it is more validated because particular nation has a verification of tourism
expenditure of 4.6 billion dollars that involves this location can offer holiday tour knowledge to
individual.
Along with the meeting location of Vienna, the meeting place is also well validated. The
causes that make Austria Center an adequate selection for this meeting area is that it is the
biggest area for meeting that is situated accurate next door to Vienna International Center. In this
destination, there are 24 meeting halls and 180 conference room that are effective for any type of
conference (Cró and Martins, 2018). The objective of leisure and system can also be satisfied in
this place and also this location is just 7 minutes away from city centre. Along with this, it is
acknowledged for its green activities as no synthetic bottles or other atmospheric harm
commodities are utilised in this region.
d)
Each meeting needs an efficient functioning preparation so that each factor of the meeting
can be designed. These components required to be preparation consisting catering, adjustment,
transportation, AD/IT and others. The procedure for every feature is defined as under:
Transport- It is the first component that requires to be intended is transport of individual who
will be participating the meeting. Information that has been offered to travellers who come from
diverse regions of the globe will come to concentrate the meeting. Including this data, the first
transport form utilised by all tourists will be flights, As the Austria has efficient timely
execution, and the visitors will not facade any complexity during travelling. The tickets of flights
will be reserved before 45 days of the meeting in respect to assure stipulation. After reaching to
the Airport of respective nation, a individual car will guide each visitor to the hotel and then
meeting centre. This infrastructure will also be utilised for visiting the attractions in Vienna. This
personal vehicle will run through utilising non contaminant energy in reference to assure green
activities.
Accommodation- This option of meeting of World Association of Travel Agencies will be the
hotels situated nearby Vienna Centre in respect to reduce the time of journey. The most effective
lodging opportunity for this meeting is NH Danube City because this hotel lodgings is a five star
7

which is effective global professional and also it is 0.6 km away from the meeting location
(Rasson, 2018). This lodging will be provided severe commands to utilise green and ecological
activities by minimising the utilisation of synthetic.
Catering- This factor of food preparation considers the foodstuff & beverage that will provided
to the travellers of the meeting. As the time of lodging that has been chosen is a five star hotel so
it has been determined that food preparation agreement will been only offered to this hotel. NH
Danube City will be offered with a agreement of 3 day’ brunch buffet, 3 lunch buffet and 2
nights dinner buffet as well 1-night glamorous party. During conference, the food and drink for
guests will be catered by Austria Center. Apart from this, room facility for instant catering will
be offered to each and every traveller. The meal that will be catered will not be ready through
damaging any living thing in reference to assure green actions in this meeting.
AV/IT- This component is associated to the technological facilities which will be offered to the
tourists. During consultation, an audio optical arrangement will be offered to all individuals
utilising the pre surviving meeting hall instruments (Cieślikowski and Brusokas, 2019). Along
with this, during vacation activities, travellers will be revealed a leisure video utilising a big
display at the city centre.
From the abovementioned features all are crucial for this meeting to be flourishing
occasion. This preparation must be executed with knowledge to eradicate any variations.
e)
A financial plan refers to a fiscal document that is designed for a convinced occasion in
reference to assure that expenditure must be in control. It is designed for a particular time
duration and it is basically considers trade quantity expenditures and earnings (Ruoxin and
Yujun, 2019). In existing case, budget is needed to be anticipated for the meeting of World
Association of Travel Agencies. Including all factors, a financial plan of this meeting is
mentioned as under:
8

**Note – The mentioned budget and financial statement does not consider any kind of
expenditures related to Flights and lodgings as they will be financed as per the seasonal costs..
f)
It is essential to efficiently promote any event because it is crucial to get attention desired
number of travellers. In respect to appropriately promote this event, few advertising technologies
will be utilised considering videos on social media, email campaigns and newsletters in travel
sector. The first tool that will be utilised in event advertisement is social media (RUMERUNG
and et. al., 2019). This technique will be utilised promote the event by sharing a advertising
video of this conference. Social media tools such as hashtages and tweets will be utilised. Second
promotional tool that will be utilised is Email. This tool will be utilised by sending a promotional
mail to every delegate in tourism sector in addition to the attached advertising video. The third
and last promotional tool that will be utilised is newsletters within a ordinary post for this event
will be informed.
g)
Day 1 Traveller will be picked up from the airport and will dive at their
lodging hotel.
After brunch, individual will be involved in networking event heal at
9

the lodging hotel only. This occasion will have lunch break and then it
will recommenced till dinner.
Day 2 After breakfast, visitors will be dropped to the Austria Centre for the
meeting event.
After completion of the meeting, travellers will take lunch and then will
be offered a chance for sightseeing of city centre that will later pursued
by dinner.
Day 3 People will be offered their own time and foods will be offered.
Travellers will be requested for dinner party with amusement.
After accomplishment of Day 3, all the visitors will be conveyed to the Airport at Day 4 in
morning.
h)
A conference is an occasion that is needed to be determined efficiently in reference to
assure its growth (NZIOKA, 2019). There two kinds of analysis that must be assumed in respect
to assure growth of the meeting event. The description of these analyses as under:
Internal analysis- In conference event, internal parties are organisers of the event who will be
accountable for all operational, fiscal and promotional factors of this occasion. The planners will
have 5of their group members at the time of 3 day’s occasion. Each person will have 50
individual to deal. These persons will assure that each people have been offered the help they
need. Along from thus 5 team members, there will be 2 additional planners who will be taken
charge of assuring that the event is running by executing green activities only. In addition to it,
event planners will commence the plan of this event so that any possibilities and circumstance of
over budgeting can be eradicated.
External analysis- In event, exterior parties providers who are accountable for offering all the
materials which is needed for organising conference event and for lodging of individuals who
visit for this occasion. Along with this, supplier will also offer food and beverage that is needed
for this conference. The impact is also relatively great, as the type of material they offer may
have favourable and unfavourable impact. As when more supply of plastic, cane and wrappers
etc. are offered, it generate more waste that affect atmosphere during disposal time (Nzioka
2019). Apart from this, diverse health and legislation that are run internationally can be accepted
during arranging the occasion which are associated with carbon emission, utilisation of different
10

commodities majorly eco-friendly etc. can assist in making the preparation by including green
component that will effective for health and safety of individual who join the occasion.
i)
In order to meet and fulfil the existing conference aims and objectives, there are several
suggestions offered and defined as under:
 In reference to offer vacation knowledge to travellers all the travel negotiator will be
provide an alternative to go for visiting the attractions at the city centre of Austria. All the
places must be situated close to so that the timetable must not be confused for tourists.
 In respect to assure the amusement of the people, occasion planner must organise
entrainment programmes like games and movies (KIM, 2019).
 In reference to make sure the green occasion, event planners are suggested to consider all
the legislation and regulation that are needed for the corporate communal accountability.
 In context of assuring that travellers can construct their network, occasion planners are
suggested to offer programmes to the tourists in which travel negotiator can deliver their
knowledge and the complexities that are suffered by them in present situation in travel
and tourism sector.
CONCLUSION
This has been concluded form the defined data that with the maximising atmospheric
complexities cause of tourism activities it turn into very much important for accepting the Green
activities in reference to minimise the influence of such actions. The MICE sector is include to
be very much impact with these conflicts because it majorly conduct diverse event associated
with business conferences, trade fairs and many more and that make utilisation of material which
end-up with maximising the frozen wastage and pollution. To get over and solve this problem of
atmosphere, diverse benchmarks are being formulated by national authorities of MICE sector
like Apes Green meeting standard, ISO20121, BS8901 and many more that assist in accepting
the green activities in better and appropriate form.
11

REFERENCES
Books & Journals
12

Online
13