MICE Industry Analysis: Activities, Communication, and Laws

This report provides a comprehensive overview of the MICE (Meetings, Incentives, Conventions, and Exhibitions) industry, a significant sector within the broader tourism landscape. It defines the MICE industry, detailing its core components and activities, including meetings, incentives, conventions...Read More

Mice Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of MICE industry........................................................................................................1
MICE related activities (refer to facilities, services and activities)............................................2
Communication channels used in MICE activities.....................................................................3
Processes to comply with the current legislation........................................................................5
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................7

MICE industry is major part of overall tourism industry and tourism is a travel for any
type of business purpose with the time period not below 24 hours as well as not more than one
continuous year. It is the fastest growing sector in tourism industry and assist in generating
millions of revenue for nation (Tinnish and Mangal, 2012). M-I-C-E stands for meeting,
incentives, conventions and exhibition, it is kind of tourism in which group of several people
generally pre-plan and bought together. This report is going to explain overall MICE industry
and activities related to the same. Along with the communication channel use related to the same
activity. Moreover, several legislations related to MICE industry such as National minimum
wages, Licensing act 2003, equality and discrimination act, health and safety act and so on.
Overview of MICE industry
MICE is kind of business travel which have elements related to the tourism it simply
means involving leisure, recreational as well as some fun activities also. This is generally a
group or team which is travelling for any business case or rising need of company as well as
incentive travel also. Apart from this, MICE industry can also define as the sector which
organizing as well as conducting various types of events related to business and
leisure. Moreover, MICE industry also take care of the comprehensive travel and
tourism requirement. Events conducted by respective industry generally fall under
the four categories such as Meetings, Incentives, Conventions and Exhibitions, this
is also the full form of the MICE word form.
MICE is known as an industry because it primarily include activities related
to conducting events as well as have a value chain that spread in between several
stakeholders who are taking care of various needs related to starting of events i.e.,
destinations, bookings, hospitality, travel, food and so on. MICE industry recently
also known as Meetings Industry (Tiecheng and Li, 2014). In other words, main work
of respective industry is to conduct events related to business activity. Explanation
of M-I-C-E is
Meeting, This term indicates that number of people gather together at one place for
carrying out particular activity. Events named as meeting take place in hotels,
convention centre or any other venue which is suitable for such gathering.
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Incentive, It is part of meeting event rewards are given to the individual on the basis
of their past performance.
Convention, Participatory meeting designed for discussion, fact-finding, solving
issues as well as for consultation also.
Exhibition, It is the event in which products as well as services are displayed with
the motive of selling.
MICE related activities (refer to facilities, services and activities)
Tourism is wide industry in the business environment and it invest huge amount in the
development of economy by providing job opportunities to the people (Spiller, 2014). UK is the
world's 6th biggest tourist destination and this sector have rapid growth after Second World War
but now it is one of the largest industry.
London is most popular or famous tourist destination from entire world and it have some
economic landmarks like tower of London, house of Parliament and St Paul's Cathedral. In the
last years, it has been founded that tourism to London has increase up to 10 %. as per the data it
has been identified that visitors to the city spent £3.4bn ($4.5bn) during their trips which result in
15 % increment on the same time last year (London tourism statistics show 10 percent increase
in visitors since 2016, 2018). There was 30 % rise in the number of visitors to London from
North America.
The O2 Arena is the place which use by MICE industry for conducting meeting,
incentives, conferences and exhibition. It is an multi-purpose indoor arena that is located in the
centre of The O2 entertainment complex on the Greenwich Peninsula in South East London.
Moreover, it is the place which have second largest sitting capacity of any indoor venue in
United Kingdom. The O2 Arena take 4 years in construction i.e., 2003 to 2007 and opened on
24th June 2007.
Basis Meeting Incentives Conventions Exhibition
Definition Meeting is simple
gathering of two
or more than that
people who share
Incentives is
something which
motivate
individual to act
It is gathering of
people who meet
at particular place
arrange by the
It is the event in
which products
and services are
displayed with the
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share important
information,
discuss as well as
solve issues
(Martín, Román
and Gonzag,
2017). It may
conducted
through face to
face or virtually
by using Skype,
telephone and
video
conferences.
on stimulus for
enhancing results
or output.
company for
discussing
something
important with
common interest.
Major difference
between meeting
and convention is
large event which
is conducted for
several days
including social
programs also.
Generally
conducted one
time in a year.
motive of selling.
Exhibition
generally take
place within
museums,
galleries and
exhibition halls.
Types Annual general
meeting, board
meeting, general
meeting, team
and staff meeting
etc..
Remunerative
incentives, non-
financial
incentives such as
gift cards and
certificates,
There are mainly
three categories
of conventions
such as Congress,
convention and
conferences.
Meetings are of
three type mainly
associate meeting
planners,
corporate and
independent or
government.
Effectiveness of Communication to work as an team
Communication channel is simple medium by which message or any important
information transmitted to the intended audience. MICE industry also use communication
channel but the use only external sources for transferring important information or data. There
are several external stakeholders in respective industry in making better relation with them
customers, suppliers, catering and clients. Explanation of these are as follows :-
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 Customers – It is important for MICE industry to communicate with their customers.
Their are several sources of communicating such as advertisement, e_mails, text
messages and so on (Lee and Park, 2013). providing information related to product and
services to customers is important for increasing sales.
 Catering – Catering play a most important role in services industry. Main objectives of
them is to providing quality products and services to customers by analysing their
requirement and demand. Thus, for MICE industry it is important to communicate with
catering which can take place with the assistance of advertisement, messages, E-mails
etc..
With the assistance of proper communication employees of MICE industry can build
better team. Because each and every sharing information result in building better relation.
Event manager – He/she is the person who manager several events in MICE industry
such as meeting, incentives program, conventions and Exhibition. Overall program is manage by
event manager from booking venue to its winding up. There are several role performed by event
manager in the MICE process some of them are as follows,
Support in cost elimination - Event manager plan things in better manner which result in
minimising extra cost occurring in the overall business events (Rittichainuwat and Mair, 2012).
This is important because extra expenses give expensive outcomes for MICE industry which is
not affordable for everyone.
Flexible response – Business environment is dynamic in nature such modifications must be
implemented by event manager so they can plan everything as per the changes in better manner.
Schedule all the things properly – Main role performed by event manager is in scheduling things
properly so that organiser of business event get better outcome as per the requirement.
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Processes to comply with the current legislation
Rules and regulations are given by the government for MICE industry also which help
them in managing risk, proper budgeting and so on. Below mention are some legislation which is
implemented by respective industry these are as follows :-
Equality act 2010, This act was formulated and incorporated in the Act of Parliament of
United kingdom so that equal treatment can be given to every individual who is living in the
society (Rogers, 2013). This law includes many other acts as its sub-deliverables such as
discrimination act, 1970, sex discrimination act 1975 and many more. MICE industry's prime
role is to conduct meetings for various companies or it can be said that organisation hire this
industry for regulating different activities. Therefore, there is a possibility that people from
different nations can be included thus, with the help of this act, MICE industry can provide equal
chances to people in order to keep their view points so that better conclusion can be evaluated.
Health and safety at work, 1974, This is one of the prime piece of legislation that was
profound by the regulatory bodies of United Kingdom concerning the needs and requirements of
employees or people. According to the fundamental structure of this act there are some factors
that must be considered by the organisation such as avoid keeping explosive and highly
flammable resources which can further put lives of employees in danger. So, in relation with
MICE industry, many renowned person can come in order to attend meetings company can look
out for all measure so as to safeguard the lives of people such as emergency exit, fire
extinguisher, first aid facilities etc., this will aid the industry in conducting all the activities in
safe manner.
National minimum wages 1948, This defines that a person have minimum wages which
should be pay as per hour and it is different according to various age group (Trofimovskaya and
Kirby, 2012). For example: if an employee is 25 or than that in this case company has to pay
around £7.83 as per hour. Therefore, this law will be helpful for MICE industry to provide
minimum wages to the employees who are working within the organisation.
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CONCLUSION
From the above assignment it has been concluded that, MICE industry play important
role in business event related travelling and tourism. Thus, through respective industry, for
business person it become easy to conduct their meeting, incentive plans, conventions and
exhibition at global level. Moreover, some legislations are given by the government of United
Kingdom which should be implemented by MICE industry so they can minimise risk and
perform their work in effective manner.
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