Comprehensive Analysis of the MICE Industry and Event Planning for WTM

This report delves into the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, exploring its various categories and significance. It presents a detailed event plan for the World Travel Market (WTM) in London, covering pre-event strategies, team bifurcation, budget allocation, marketing strategies, and risk management. The report also includes a personal reflection on event challenges, drawing from a real-world experience at the London Textile Fair, highlighting issues such as overcrowding and registration inefficiencies. It concludes by identifying key challenges in the event lifecycle, including time management, venue selection, securing sponsors, and effective marketing, and provides recommendations for improving attendance, accessibility, and overall event experience within the MICE sector.

Individual Report

Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
PART 1............................................................................................................................................4
Providing an introduction of MICE industry and explanation of its differentiated categories ...4
Producing an event plan for WTM .............................................................................................5
PART 2............................................................................................................................................8
Personal reflection and Evaluation .................................................................................................8
Highlighting key challenges which are encountered in regards with event life cycle ................8
Providing recommendations to MICE sector for improving attendance, accessibility and
experience .................................................................................................................................10
CONCLUSION .............................................................................................................................10
REFRENCES.................................................................................................................................12

INTRODUCTION
Meetings, Incentives, Conferences and Exhibitions commonly called as MICE industry is
a sort of tourism whereby large groups are bought together through planned strategies (Arlando,
2019). Stakeholders in regards with MICE industry essentially use banquet halls of hotels
making them highly important. Sustainability aid stakeholders to bring in a closer circuit for
creating empathy as well as involve social values in regards with professional meetings. World
Travel Market London is considered as market leading international travel event which unblocks
varied business opportunities in respect to inbound as well as outbound tourism. This new
edition of World Travel Market has a purpose of meeting the demands of consumer market.
This project report highlights an understanding about the pre-event plan which comprises
of varied key aspects in relation to World Travel Market in London. This also comprises of an
individual reflection as well as evaluation of major challenges in regards with an attended event
in person or an virtual basis.
MAIN BODY
PART 1
Providing an introduction of MICE industry and explanation of its differentiated categories
MICE sector is essentially concerned with business tourism at its finest which is aimed at
bringing top professionals on a global basis together from varied fields in an tailor-made
hospitality setting (Bernini, Emili and Medei, 2021). MICE industry essentially generates
expenditure which supports employment practices across regions. Categories of MICE sector are
mentioned below:
Meetings- These are typically held in conference rooms of hotel rooms or convention
centres. It is generally a one-day event whereby a group of individuals met for discussing key
challenge or set varied objectives for an establishment in an effective manner.
Incentives- These can be understood as travel rewards which is provided by organisations
to their employees who perform theirSave professional practices in an excellent manner.
Providing few days in a resort, hotel or a well-known hospitality venue at expenses of company
led to increase loyalty of employees in a significant manner.
Conferences- These are considered as big form of meetings which are essentially
designed for large business houses in order to share knowledge for several days. These

conferences also comprises of guest speakers as well as general public apart from significant
members of an organisation.
Exhibitions- These are considered as trade shows whereby an establishment promote
their products or services to general public in a massive way (Byun, 2021). These are considered
as hyper-focused events which drum up businesses as well as aid employees in enhancing
networks as well as building long-lasting professional relationships.
Producing an event plan for WTM
World Travel Market allows tourism businesses from all around the globe for showcasing
their brand as well as exhibit biggest names of accommodation and hospitality in an effective
manner (Can and Terziev, 2018). Pre-event plan of World Travel Market is mentioned below:
Goals of the event
The goal of World Trade market is to move towards development and growth of global
travel industry. It create opportunities for professional of travel industry to do business, learn and
connect through organising annual business events across four continents.
Bifurcation of team
Teams must be created and perform their activities effectively in order to successfully
organise any event. The teams of World Travel Market includes Event coordinator, logistic team,
security team and marketing team.
Event coordinator: This team will be responsible for coordinating with all professionals
of the team and ensures that all the business functions are efficient and effective.
Logistic team: This team will be responsible for custom and other clearances,
warehousing of cargo, insurance of cargo, movement of goods from on place to another.
Security manager: This team, is responsible for preparing, formulating and implementing the
strategies and security plan.
Marketing team: This team is responsible for handling all the advertising work, sending
invitations and proposals, printing and putting banners etc.
Budget
A budget can be explained as the estimated expense which can be spend on an activity or
event for a specific period of time (Khrushchev, Khrushcheva and Lyakhova, 2020). The budget
in context to World Travel Market is given below:
Particulars Amount (in £)

Venue £50000
Decor and entertainment £30000
Registrations £5000
Guest services £15000
Food and beverages £20000
Logistics £10000
Marketing £15000
Other £5000
Date and Venue
Date: 7th November to 9th November, 2022
Venue: ExCeL, London
Key Partners and Sponsors
A event partners is described as collaboration which is mutually beneficial with no
financial exchange (Kiseleva and Et. Al., 2018). A sponsor is the individual or an organisation
which pay the expenses related to an event or activity.
The partners of World Travel Market are:
Hotel booking agency: Hotel Map which offers best savings on comparable rates all over
London.
Media and Advertising partners: Official publication partners include Official preview,
Official review, Official yearbook, Official Show Daily.
The media partners includes Canadian Travel press, eTurbo news, Evintra, FVW, Greek
travel pages, Hosteltur, L'Agenzia di Viaggi, Ladevi, Mercado and Eventos, Travel Mole, Travel
Daily Media, Travel Gossip etc.
Marketing Strategies
A marketing strategy can be explained as the plan to reach the goals and objectives of the
event or organisation (Liu and Et. Al., 2020). These are the highly practical marketing activities

which is done everyday to reach the target. The marketing strategies for World Travel Market is
described below:
Optimization of Website: A website is the foundation of all marketing efforts being taken
on internet. World Travel Market have its own developed website which includes all the
information about the event. The event managers of World Travel Market will publish the event
details on the website so that people can know where is the event happening and what activities
will take place.
Use of social media: A social media is most effective marketing tool for any industry to
perform their promotional activities (Mair and Popely, 2018). Social media helps to reach more
number of customers at a single point of time. The event managers of World Travel Market will
create their Facebook and Instagram business account. Facebook is a crowded social media
network which can help to find tribe by use of specific advertising and targeting. The event
managers of World Travel Market will create post on social media regarding the event details
which will enable more people to get information about event. The event managers of World
Travel Market can post long term videos on Instagram IGTV so that it can attract lot of people.
Live videos marketing: Video marketing is very popular now a days, people are no
longer interested in pre recorded videos. The event managers of World Travel Market will make
live videos of activities going in the event so that it can increase the viewers and more people can
be attracted. They can come live 24 hours so that people can have eye on each and every activity
of the event.
Sending emails: Emails is the popular asset a company owns or marketing and
promotional activities (Mussina and Assylkhanova, 2018). The event managers of World Travel
Market will make subscription from the website to invite website visitors in to online
community. This can help the event managers to connect with people and convert them into
customers. The event managers will send details of event like venue, date, partners, sponsors,
etc. through email which help aid them in reaching their potential customers.
Accepting online booking: People are more active online now a days, they want comfort in each
and every activity. The event managers of World Travel Market will accept entries through
online mode also which will allow customers from all over the world. The online booking will
facilitate customers in doing booking from their comfort.
Health, Safety and Risk

Health and safety are most important factor at the time of organising an event, measures
must be taken by event managers towards safety of people (Noonan, 2017). The managers of
World Travel Market will take the following steps in regards to health, safety and risk.
Health and safety
Appointing qualified security personnel: The event managers of World Travel Market
will appoint those staffs which are qualified and holds sufficient experience of providing
security. The event managers will explain strategies, procedure of evacuation and
communication methods.
Hazard identification: The managers will make a team which will keep checking and
identify if any hazard is associated with the event. The hazards can include natural, contractual,
environmental as well as human related.
Risk assessment: The security team will use an assessment matrix to evaluate the impact
of hazard in order to access the level of risk. The team can prioritize most significant risk
through this process which can help them to minimize uncertainty.
Risk control: The security team will develop solutions for risk after identifying them
with the help of assessment matrix. It includes elimination of hazards, proper use of security gear
and also look for solutions which are practical and logical.
Risk
The event managers of World Travel Market will focus on the risk factors to avoid any
uncertainty. The risk factors associated with the event are:
Event and production equipment: The managers can face the issues with equipment of
event or production like procurement of damaged equipments, malfunctioning tools etc.
Crowd management: The event have the risk of overcrowd which can increase the safety
risk of public.
Hazards: There are hazards like fire breakout, bad weather conditions, fight between
public which can increase the uncertainty.

PART 2
Personal reflection and Evaluation
Highlighting key challenges which are encountered in regards with event life cycle
Event life cycle is the combination of five phases between time of announcement and day
of event (Oh, Nam-Jo and Kim, 2021). This phase involves peaks and valley of audience
management and volume of ticket sales. Last year I went to London Textile Fair which is a
premier platform of UK for fashion fabrics, print studios, vintage garments and apparel
accessories. It was held on 19 and 20 October 2021 at London which was the biggest industry
show in the country. There were 500 international exhibitors which included influential buyers
and independent designers coming from high high street retail stores. The whole show was too
good but it was overcrowded, people were not able to move freely due to less availability of
space. The registration process was very messy due to more crowd and also there was only three
desk for registration which created mess. The organisers would have selected an open area for
the fair so that more and more people could explore the show.
The challenges which are faced by event organiser are:
Time management: It is difficult to manage the time for activities during an event, all the
activities require time to initiate. The activities should be prioritized and given proper time
execute in order to increase efficiency.
Suitable venue and time: The managers of event face challenge in selecting an suitable
venue and appropriate time for the event as it is the most important thing to organise it.
Approaching sponsors of event: The managers face problems in approaching the potential
sponsors to provide funds for the event.
Marketing activities: The marketing of event is the most challenging thing for managers
as success of event depends on marketing. A proper marketing can help managers to reach out
more number of customers.
Messy registration: The another challenging task can be registration process which
makes the attendees and staff frustrated. The messy registration process can make delay in
conducting the event. There must be online registrations for attending the event so that people
does not face issues with complicated registration process.

Understaffing: It is a serious problem for events which can create havoc during the event
and lead to unsuccessful organisation of event (Seyfi, Hall and Rasoolimanesh, 2019). The event
managers should do proper staffing so that havoc is not created during the event and avoid risks
associated with that.
Not having back up plan for bad weather: The extreme weather has increased the
intensity and frequency in this decade. The managers should always have an backup plan for
assessing the bad weather condition.
Providing recommendations to MICE sector for improving attendance, accessibility and
experience
The recommendation for MICE sector to improve attendance, accessibility and experience of
guest are given below:
 The managers should incorporate sustainability practices such as serving vegetarian or
organic food, online booking system to saver paper, choosing venue close to the guests,
encourage public transport, setting up of recycling and compost bins with the waste bins.
 The managers should publish their event live so that it can reach more audience and
attract them to attend the event. Incorporation of social media in event is becoming more
popular trend for industries to attract public.
 The managers of MICE should see the attendee point of view in order to improve their
services in the industry. This makes goals to improve the experience of guests and
provide them best services in best possible manner. Personalisation includes different
number of applications and can be simplified through collection of data about guests.
 The managers of MICE can involve digital technology in hosting the events, which can
increase the numbers of attendees. The managers can use technology to make guests
attend event through online mode. This will enable people to attend the event from
comfort of their homes. The managers can use media like digital hangouts for
networking, creation of VR content which will give a live experience to individual like
they are present in the event.
 The managers of MICE industry can make use of Augmented reality and Virtual reality
are the biggest buzzwords. It is recently developing and being accessible to range of
operations, these can be used interchangeably but are different to each other. The virtual
reality transports and individual to completely different world using a headset. The use of

augmented reality and virtual reality makes it easy for guests to experience the event
without even being present over there. The use of this technology also helps the managers
to manage crowd at the event and aid there guests.
CONCLUSION
From the above presented information, it has been concluded that MICE industry in
regards with tourism industry essentially comprises of varied aspects such as meetings,
Incentives, Conferences and Exhibitions. The report includes producing an event plan for World
Travel Market which involves goal of the event, date and venue, health and safety risk,
marketing strategies. The report involves challenges faced by managers in organising an event
which are poor time management, suitable venue and time, proper marketing strategies, messy
registrations and understaffing. Recommendations are being provide to MICE sector in order to
improve attendance, accessibility and experience. The recommendations include hosting the
event live, incorporation of sustainability practices in the event, the managers should see
attendee point of view, use of digital technology like augmented reality and virtual reality and
social media handles like Facebook, Instagram etc.