MICE: Meetings, Incentives Conferences & Exhibitions

This document discusses the organization of a conference for the World Association of Travel Agencies, focusing on contemporary issues within the MICE sector and corporate social responsibility. It includes information on the destination and venue, costing recommendations, proposed budget, marketing plan, and a tentative schedule for the conference event. The document also provides an internal and external analysis of the conference, along with recommendations.

TLH 219 MICE: Meetings,
Incentives Conferences &
Exhibitions

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Destination and venue.................................................................................................................5
Costing recommendation............................................................................................................5
Proposed budget..........................................................................................................................6
Marketing plan............................................................................................................................6
Tentative schedule for carrying out conference event................................................................8
Internal and external analysis......................................................................................................9
Recommendation.......................................................................................................................11
LITERATURE REVIEW..............................................................................................................13
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
The meetings, incentives, conference and exhibition event in turn has been increasing
rapidly. MICE in turn is considered to be a type of tourism where large groups who in turn
usually plan in advance to effectively carry out a particular event (Smagina, Magomedov, and
Buklanov, 2017). It is considered to be a niche for group tourism which focuses on planning,
facilitating conference, bookings, carrying out seminars and business events. This study will
highlight on addressing various contemporary issues associated with the MICE sector.
Furthermore, this study will also highlight on organizing the conference related with the World
Association of Travel Agencies. This mainly includes venue and destination, cost associated with
accommodation, conference, venue. IT support, supporting leisure programs, etc. This study also
includes proposed budget and marketing plan. Furthermore, this study includes tentative
schedule for specific conference events. This report further examines internal and external
analysis associated with the conference with appropriate recommendation in order to support
contemporary aims related with the conference. World Association of Travel Agencies was
established which helps in protecting the interest of the Travel agencies across the globe. It is
considered to be as a mean to collaborate with hotels, cruises, airlines, transport and several other
vendors.
Aim:
“To organize a conference for World Association of Travel Agencies in order to put
strong emphasize on the contemporary issues within MICE sector and its emphasis on corporate
social responsibility where they attract 250 international audiences.”
Research Objectives:
 To determine contemporary issues within MICE sector.

 To evaluate emphasis of on corporate social responsibility.
Research questions:
 What are the contemporary issues within MICE sector and how corporate social
responsibility leads to better performance?
Research methods
The researcher of the study uses qualitative research methods in order to determine
contemporary issues within MICE sector and how corporate social responsibility leads to
better performance.
MAIN BODY
The meetings, incentives, conference and exhibition event sector is considered to be one
of the most crucial segment of the tourism and hospitality industry (Banu, 2016). The MICE
sector in turn helps in giving greater touristic and also results in the economic growth where the
event has been carried out. Meeting is considered to be an occasion where people come together
for a particular purpose. Incentives is referred to as the encouragement within the companies by
effectively rewarding employees. Conferences is considered to be as the large official meeting
which in turn last for few days. Exhibitions is referred to as the collection of work which in turn
has been showcased to the public. MICE sector is considered to be one of the niche group of
tourism which aids on planning, facilitating conference, bookings, carrying out seminars and
business events. World Association of Travel Agencies focuses on promoting travel trade and in
turn also act as a common platform which in turn helps in sharing problems (Lee and Fenich,
2016, April). It also tends to provide information associated with the travel and in turn also
focuses on controlling and regulating the travel trade organization. World Association of Travel
Agencies also in turn focuses on preserving and protecting the cultural tourism resources. It also

helps in promotion of ethics of standards and focus on formulating guidelines in order to support
the travel sector. The report carried out is based on three day conferences which in turn is
supposed to be held in summers in the year 2019. This conference event is supposed to attract
250 international audiences which comprise of government representatives, key stakeholders,
personnel, leading figures, etc. the guests will come from across the globe and the gender split is
fifty- fifty. Albert hall conference centre, Nottingham in United Kingdom has been selected to
carry out the conference of World Association of Travel Agencies (Nistoreanu and Stoian, 2017,
July). The budget for each delegate is £250 excluding flights and accommodation. The first day
of the conference event mainly constitute of team building activity. On the second day of the
conference, optional set of leisure activity tends to carry out alongside the conference. On the
last day of the conference event, a formal dinner in the evening with several entertainment
activities and performance.
Destination and venue
The World Association of Travel Agencies conference event will take place at Albert hall
conference centre, Nottingham in United Kingdom on 27, 28 and 29 February, 2020. The timing
for the event will be 1:00 p.m till 9:00 p.m. Albert hall conference centre is considered to be
perfect for the World Association of Travel Agencies conference event because it tends to attract
national and local conference which in turn is used to carry out conference events, banqueting
and entertainment venues. The venue mainly constitute of Great hall and 10 conference rooms of
varying sizes. Albert hall conference centre tends to have huge seating capacity with improved
ventilation, proper bar and restaurant facility, effective backstage areas and better technical
facilities (Smagina, 2017). The seating area of the Albert hall conference centre tends to have
appropriate legroom, soundproof auditorium, proper lighting and improved sightliness. It also

has facilities like access to the AV packages, removable arena seating, technical specifications,
etc. This is considered to be the perfect destination and venue in order to attract 250 international
audiences which comprise of government representatives, key stakeholders, personnel, leading
figures, etc. from across the globe.
Costing recommendation
The estimated cost to book the Albert hall conference centre is approximately £800 per
day. The estimated cost associated with the catering for 250 delegates is approximately £3500
per day. For accommodation hotel will be booked with the sharing of 2 people in each room.
Around 125 rooms will be booked in order to accommodate 250 guests. One room on an average
will cost around £120 for one night. The transportation cost associated with city tour, pick up and
drop is estimated to be £300 for one day. Cost associated with the additional leisure programs
and activities is estimated to be £500 per day.
Proposed budget
The budgeted plan to effectively carry out the conference activities conducted by The
World Association of Travel Agencies is estimated to be around £250 per person i.e., £62500 for
250 delegates. The estimated budget plan to carry out the conference event are as follows:
PARTICULARS BUDGET (PER DAY) BUDGET (3 DAYS)
Venue £800 £2400
Catering £3500 £10500
Accommodation (sharing of 2
people in each room)
£120 for 125 rooms £45000
Transportation £300 £900

Additional leisure programs £500 £1500
Marketing expense - £500
Cost associated with AV
equipments
- £350
Salary to employees and other
service charge
£430 £1300
TOTAL £5650 £62450
Marketing plan
Marketing plan in turn is considered to be one of the most comprehensive document
which in turn helps in providing a blueprint which in turn effectively outlines the marketing and
advertising efforts for the World Association of Travel Agencies conference event (Kelly, Marsh
and McNicoll, 2019).
 Creating personas (Targeting)
This helps in determining people who will be attending the World Association of Travel
Agencies event. Around 250 international audiences which constitutes of government
representatives, key stakeholders, personnel, leading figures, etc. from across the globe will
come and attend the conference event which will be held at Albert hall conference centre,
Nottingham in United Kingdom on 28th February 2020.
 Establishing clear set of goals
The World Association of Travel Agencies event tends to focus on putting more
emphasis on the key aim of the conference event (Pearlman, 2016, January). This is where they

need to focus on by putting strong emphasis on the corporate social responsibility of the World
Association of Travel Agencies.
 Selecting the best marketing tools
World Association of Travel Agencies tend to focus on attracting customers by advertising and
promoting the conference event through social media marketing platforms such as Instagram,
Facebook, LinkedIn, Twitter, search engine optimization, etc.
 Making people aware about the venue
With the help of advertisement on social media platform proper description about the
destination, venue, date, time, event details, entertainment activities, accommodation, services,
etc. must be mentioned clearly (Cousins and et.al., 2019).
 Articulating events value proposition
The key value proposition of attending this event is mainly associated with the World
Association of Travel Agencies event is to examine the contemporary issues associated with the
meetings, incentives, conference and exhibition event.
 Creating visuals from the previously conducted events
The key marketing strategy is to effectively provide clear visuals associated with the
conference event which in turn has been conducted earlier (Soler Sancho, 2018). This helps in
attracting audience for the current conference event.
 Coordinating events with co- marketing initiatives
An effective plan is to collaborate with the co- marketing agencies which in turn helps in
delivering more leads, awareness and buzz (What You Haven't Learned About Marketing a
Conference Center, 2019).

 Measuring the performance of conference event with appropriate key performance
indicator
Lastly, the World Association of Travel must in turn focus on integrating software and
key performance indicators such as event check in, live polling, social media engagement, etc. in
order to assess the performance of the conference event.
Tentative schedule for carrying out conference event
The World Association of Travel conference event will take place at Albert hall
conference centre, Nottingham in United Kingdom on 27, 28 and 29 February 2020. The timing
for the event will be 1:00 p.m till 9:00 p.m.
27th February 2020
12:00 to 1:00 P.M. Lunch
1:30 to 3:30 P.M. Addressing CSR activities carried out by The
World Association of Travel.
3:30 to 5:00 P.M. Brunch time
5:00 to 7:30 P.M. Team building activity
7:30 to 9:00 P.M Dinner
28th February 2020
12:00 to 1:00 P.M. Lunch
1:30 to 3:30 P.M. Addressing contemporary issues associated
with The World Association of Travel.

3:30 to 5:00 P.M. Brunch time
5:00 to 7:30 P.M. Leisure activity
7:30 to 9:00 P.M Dinner
29th February 2020
12:00 to 1:00 P.M. Lunch
1:30 to 3:30 P.M. Addressing contemporary issues associated
with The World Association of Travel.
3:30 to 5:00 P.M. Brunch time
5:00 to 7:30 P.M. City tour
7:30 to 9:00 P.M Dinner with entertainment
Internal and external analysis
Internal analysis for effectively carrying out The World Association of Travel conference
event is done with the help of SWOT analysis.
Strength: The key strength of this conference event is that, The World Association of
Travel is considered to be one of the leading association which aids at providing information
related with the travel (Abdullah and Margono, 2017). It also focuses on controlling and
regulating the travel trade organization. Another key strength of the World Association of
Travel Agencies is to focus on preserving and protecting the cultural tourism resources.

Weaknesses: The key weakness associated with the World Association of Travel
conference is associated with poor infrastructure and existing collaboration network in countries.
Opportunity: The key opportunity is that, the World Association of Travel conference
event aids to corporate social responsibility by effectively addressing contemporary issues
associated with the event (Smagina, Magomedov, and Buklanov, 2017). This in turn helps in
better collaboration and working of the various travel companies and agencies associated with
the association. This helps in gaining more information to perform better.
Threat: Improvement in integration of advanced technology and other companies taking
over results in lower market position and threat to the association.
External analysis
External analysis for effectively carrying out The World Association of Travel
conference event is done with the help of PESTLE analysis.
Political factors: These factors mainly comprise of several trade policy, funding grants,
labour laws, tax policy, political instability of the destination, terrorist, war, etc. in turn largely
affects the conference event within the hospitality industry (Nistoreanu and Stoian, 2017, July).
Economic factors: Factors which in turn largely affects the operations of the events
within hospitality industry is mainly associated with the disposable income, economic growth,
inflation and interest rate, interstate taxes, etc. in turn largely affects the conference event within
the hospitality industry.
Social factors: These factors mainly comprise of demographics, cultural trend education,
image of the organization, attitude of the employees, emphasis on safety, growth in the
population, etc. in turn largely affects its business operations.

Technological factors: Factors which in turn largely affects the operations of the events
within hospitality industry is mainly associated with the continuous advancement in the
technology, rate of terotechnological change, technological incentives, cost associated with the
research and development activity, etc. in turn largely affects the conference event within the
hospitality industry (Kelly, Marsh and McNicoll, 2019).
Environmental factors: Ecological factors like accessibility to geographical locations,
environmental legislations, weather and climate, etc. in turn largely influence the conference
event within the hospitality industry.
Legal factors: Factors which in turn largely affects the operations of the events within
hospitality industry is mainly associated with the employment law, health and safety law,
consumer law, anti-trust law, discrimination law, advertisement standards, future legislations,
competitive legislations, etc. in order to perform in a legal manner.
Recommendation
The effective recommendation strategy to overcome understaffing of the employees at
the time of carrying conference event is to determine ways that aids in identifying optimum
staffing levels. In order to resolve issues associated with the overspending. The World
Association of Travel tends to prepare a proper budget plan which in turn helps in allocating cost
to each activity and operations of the conference event. Selecting the right destination and venue
helps in attracting customers from across the globe (Abdullah and Margono, 2017). Selecting the
right venue with proper facilities helps in successfully carrying out the event. Continuous
integration with the advanced technology in turn helps in making the event more worthwhile.
Change in environmental and political condition, proper back up plan must be there for
successful carrying out of an event. Prioritizing of the networking activities in turn is considered

to be one of the most effective recommendable action in order to take timely decision. Keeping
check on the confirmation of the guest in turn helps in keeping track and make proper estimated
budget plan.

LITERATURE REVIEW
According to Lin and Taylor (2017), to be positive and optimistic is good but in the event
planning, it is important to make sure that everything runs smoothly. To make sure everything is
perfect it is important to review the common event problems that may come across and what are
the solutions to it. There are number of issues faced in event planning but it is not important that
all the problems have negative impact only, these problems can have positive aspect also. First is
budget, sometimes budget provided by the client is little small which might seem to have made it
difficult to carry out the activity. But this can be taken in a positive way also, as working in a
limited budget will lead to a development of tactical ways to meeting with the clients choice.
Next is picking the right venue, client sometimes selects the venue which is not suitable for the
respective event so it is advisable to do a research on the venues the client is interested and visit
that place together to avoid any confusion. The other challenge is technological challenge. The
changes in technology has also impacted the event management. The implementation of latest
technology in the event makes the event worth it and attractive and memorable for the guests and
visitors. This advancement can be in the form of new development online RSVP, online new
marketing trends, changes in presentation skills etc. As per Leigh (2019), in the last decade there
has been a vast expansion in the technology. So, it is duty of event managing teams and
professionals to develop regular insight on this pool of opportunities. Partnering with event tech
solutions and services providers will have a positive impact on the efficient management of event
management business.
Another issue that author raise is the ambience of the events, i.e., it is very important to
meet with the décor of the venue and provide such an environment and ambience that will make
guests and visitors more excited about the events. This can be used in a positive way which will

also help in promoting business. Taking care of little things in an event, makes it special. Data
privacy is also the issue that is faced but with the introduction of data privacy compliance laws
like GDPR, event managers are putting more efforts on compliance and privacy concerns. So,
above discussed are positive impact of the contemporary issues that are faced in relation to
meetings, conferences and other events.
The author Baxter, Flinn and Picco (2018), has criticized the above view and have
detailed a variety of challenges that are faced during event planning. First problem is
understaffing, which comes to the light when only on the day of event. To prevent such situation
it is better to determine the ways that will help in identifying optimum staffing levels. It is often
better to have required number of staffs to make the event run smoothly but at the same time it is
of disadvantage that large number of people will lead to more delegation of roles and
responsibility which will make it difficult to find the specific person and a chaotic situation gets
created. Second problem highlighted by author is overspending on the event. Budget is the most
common problem and challenging aspect in the event planning. Budget is mostly prepared using
the past data, to get an idea about how much it will cost and little extra is always taken to meet
the uncertain change. Preparing budget is the best way to plan the things as it helps in assessing
all the things that will be required and will also helps in meeting up with the changes that may
affect the budget.
According to Bharath and Ashoka (2017), third challenge is not prioritizing networking
activities. For business professionals networking is the primary factor that helps them in taking
decisions regarding whether to attend the event or not. To make the event even more effective it
is important to incorporate some important ideas such as providing opportunity of networking
during break or lunch and a special lounge for people to communicate and interact. Fourth major

challenge is no backup in case of bad weather. The changing weather conditions has created a
problem for all, so it is better for all to take caution about it even if it is a sunny day. To deal
with such situation its is better to have a second venue in mind which can be used at last minute.
Fifth problem is lack of real world experience, it is mainly for the beginners. It is difficult for
beginners to know everything in every situation which may cause many issues in event planning.
Sixth challenge is changing organizational culture, not only the shrinking budget but the shift in
organizational culture is a big concern. Millennial attendees wants something new and are not
satisfied with the typical ambience. Another challenge is having more guests than expected.
Even if the tickets are sold out, there are plenty of other ways to attend the event. Events
planners needs to review the different platforms on which advertisement is done about the event
and number of people engaged with the event.
As per Muskat and Deery (2017), unstructured event management process also causes
major problem. It includes streamlined workflow and effective communication which are
required to make an event successful. Other problem is neglecting the other local events which
may impact the gathering at the event. Most of the event planners fails to understand the need to
research before planning any event as it may cause the failure of the event. A very important
issue is managing multiple events. Event management teams sometimes manage more than one
event at a time which makes them engaged in multiple tasks and responsibility. This handling
multiple task may impact the current event as event planners may not be able to provide full
attention to each event. So, all these are the contemporary issues that are faced in relation to
conferences and events, meetings and exhibition.
Soler Sancho, (2018) sought to examine the fact that, managing accommodation contract
in turn is considered to be one of the major contemporary issues who in turn largely affects the

operations and activities associated with the conference events. Another major contemporary
issues which affects the functioning of the conference event is time pressure. This in turn results
in far seeking consequences which in turn largely influence the success of the conference event.
Insufficient time results in creating chaos in the operations of the business. Lack of creativity in
turn largely influences the flexibility of the business environment. Pushing the boundaries in turn
helps in creating effective meeting experience for the event planners and for people attending the
event. Integration of effective team building activities in turn aids to new experience which helps
in higher sustainable growth. One of the major key issue associated with the conference events is
related with the lack of world class infrastructure. This in turn hampers the success rate of the
event. Smagina, Magomedov, and Buklanov, (2017) argued that, one of the key challenge
associated with the conference events is increasing complexity and high degree of rising cost
linked with the food and beverages. Growing awareness associated with the sustainability issues
and growing awareness related with the wellness in turn is considered to be one of the key
challenge which in turn largely affects the business operations. Better management related with
the food ordering in turn helps in keeping cost of the business low and it also helps in eliminating
waste. Non- compliance with the effective social media platforms in turn helps in addressing the
issues associated at the time of promotion and advertising of the specific conference event. The
management of the company must in turn focus on effectively identifying the key contemporary
issues related with the functioning of the particular conference event. Recent terrorist activities
and various other political factors will in turn largely affects the performance of the specific
conference event within the hospitality industry. Lack of proper marketing within the MICE
destinations in turn largely is considered to be the contemporary issue within the meetings,
incentives, conference and exhibition event sector. Kelly, Marsh and McNicoll, (2019)

determined the fact that, negative perception associated with the protection and safety of the
tourist is also considered to be one of the most significant contemporary issues which in turn
affects the activities of the conference events. Lack of trained employees and manpower in order
to mange the big events associated with the conference events are considered to be the
contemporary issue within the meetings, incentives, conference and exhibition event sector.
Inadequately trained employees results in lower operational efficiency of the events associated
with the hospitality industry. Negative perception associated with the protection and safety issues
associated with the conference events. Ineffective manpower planning and integration with the
various policies and standards of the country in turn is considered to be one of the most
influencing contemporary issue related with the meetings, incentives, conference and exhibition
event sector.
CONCLUSION
From the carried out study it has been summarized that, MICE sector, i.e., meetings,
incentives, conference and exhibition event sector is useful in collaborating various groups and
bringing people together at one place which in turn is very useful in sharing effective
information and solve various issues. This study concludes about emphasize on the
contemporary issues within MICE sector. This study summarizes that, The World Association of
Travel Agencies conference event will take place at Albert hall conference centre, Nottingham in
United Kingdom on 27, 28 and 29 February, 2020. This study has prepared an appropriate
budget plan by effectively assigning cost to each functional and operational activities.
Furthermore, this study concludes with the effective marketing plan by targeting key personas
which mainly constitute of government representatives, key stakeholders, personnel, leading
figures, etc. from across the globe. Creating proper marketing and promotional activities social

media marketing platforms such as Instagram, Facebook, LinkedIn, Twitter, search engine
optimization, etc. Furthermore, Internal and external analysis for the conference event has been
carried out using SWOT and PESTLE analysis. Furthermore, this study also concludes by
effectively by carrying out the literature review on the contemporary issues associated with the
MICE sector.

REFERENCES
Books and Journals
Abdullah, I.A. and Margono, S., 2017. Effect of shared leadership, entrepreneurship orientation
on meetings, incentives, conferences, exhibition (MICE) performance in
Jakarta. Russian Journal of Agricultural and Socio-Economic Sciences.6(66). pp.224-
233.
Banu, A., 2016. MICE–‘future for business tourism’. International Journal of Advanced
Multidisciplinary Research.3(2). pp.63-66.
Baxter, D., Flinn, J. and Picco, L. F., 2018. Plan for the worst, hope for the best? Exploring
major events related terrorism and future challenges for UK event
professionals. International Journal of Tourism Cities. 4(4). pp.513-526.
Bharath, M. B. and Ashoka, D. V., 2017, December. Event Data Analysis in Large Virtualized
Environment. In International Conference on Cognitive Computing and Information
Processing (pp. 313-323). Springer, Singapore.
Cousins, and et.al., 2019. Events, conferencing and banqueting.
Kelly, U., Marsh, R. and McNicoll, I., 2019. The impact of supranational conferences on their
host economies: the case of Glasgow, Scotland.
Lee, S.H. and Fenich, G.G., 2016, April. Perceived fairness of room blocks in the Meetings,
Incentives, Convention, and Exhibition industry. In Journal of Convention & Event
Tourism (Vol. 17, No. 2, pp. 159-171). Routledge.
Leigh, J., 2019. Exploring the leadership styles of event managers and variation in their attitudes
towards volunteer training.
Lin, J. and Taylor, B., 2017. An analysis of event management best practice.

M. Pearlman, D., 2016, January. Globalization practices within the US Meetings, Incentives,
Conventions, and Exhibitions industry. In Journal of Convention & Event
Tourism (Vol. 17, No. 1, pp. 55-69). Routledge.
M. Pearlman, D., 2016, January. Globalization practices within the US Meetings, Incentives,
Conventions, and Exhibitions industry. In Journal of Convention & Event
Tourism (Vol. 17, No. 1, pp. 55-69). Routledge.
Muskat, B. and Deery, M., 2017. Knowledge transfer and organizational memory: an events
perspective. Event Management. 21(4). pp.431-447.
Nistoreanu, B.G. and Stoian, R.G., 2017, July. Business tourism a means of dynamising the life
of local communities. In Proceedings of the International Conference on Business
Excellence (Vol. 11, No. 1, pp. 1122-1128). De Gruyter Open.
Smagina, N., 2017. The internationalization of the Meetings-, Incentives-, Conventions-and
Exhibitions-(MICE) industry: Its influences on the actors in the tourism business
activity. Journal of Economics & Management.27. pp.96-113.
Smagina, N.N., Magomedov, M.G. and Buklanov, D.A., 2017. Sustainable competitive
advantage of the international business tourism on the regional level. In Overcoming
Uncertainty of Institutional Environment as a Tool of Global Crisis Management (pp.
541-548). Springer, Cham.
Soler Sancho, A., 2018. Analysis of the Meetings, Incentives, Conferences and Exhibitions
(MICE) sector in Majorca.
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