LFTE203: MICE Industry Analysis and Event Plan for World Travel Market

This report provides an analysis of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry, using the World Travel Market (WTM) event held in London as a case study. The report defines the MICE industry, outlines its different sectors, and presents an event plan for WTM, covering goals, team structure, budget considerations, venue and date selection, marketing strategies, and risk management. Additionally, it includes a personal reflection and evaluation of the event planning process, highlighting key challenges such as resource management, team coordination, and project scheduling. The report concludes with recommendations for enhancing communication and adopting better digital marketing practices to improve the overall success and impact of future events.

LFTE203 Individual Report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 1............................................................................................................................................3
Defining MICE Industry and Defining of the MICE sector different categories........................3
Producing of the event plan.........................................................................................................4
PART 2............................................................................................................................................6
Personal reflection and evaluation...............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Across the world to the tourism MICE symbolise as a lucrative part. There is also another
name of the MICE is Business events and Business tourism. At Excel London World Travel
market took place on the 7 - 9 November 2022 in London. WTM begins in 1980 (Aburumman,
2020).
The first part of the current report will provide the MICE industry brief and further the
MICE sector different categories will be identified and explained. Further, the report will prepare
the event plan which will address the event goal, team, budget, sponsors and key partners, date
and venue, strategies of marketing, risk, safety and the health. The second part of the report will
provide the recommendation on the improvement of experience, onattendence. Further, the key
challenges will be highlighted to the business event.
MAIN BODY
PART 1
Defining MICE Industry and Defining of the MICE sector different categories
The developing markets were growing as a tourism form MICE stands for Meeting,
Incentives, Conferences and Exhibition. The large group were consisted in the MICE tourism.
The groups attend the meetings, conference, workshops, exhibitions and the seminars. To the
sector of tourism there is the major contribution of the MICE industry. Compared with the casual
travellers the corporate and the business budgets are higher in the MICE industry (Oh, Nam-Jo
and Kim, 2021). The wide range of cultural objectives, range of business, professions and
academics were achieved in an organised way in the MICE. To the promoting of the destinations
there are several specialized organisation. The clients such as the DMO, CVB. Through the
combination of the Leisure and the business a new way of the travelling was creating by the
MICE business.
To the purpose of business there is the proper booking, conference facilitating, planning,
other events and the seminars in the tourism by the MICE. To the travel industry there is the
contribution of the higher revenue by the MICE. The sectors of the MICE were divided by the
four types meetings, incentives, conference and the exhibition (Ranasinghe and et.al., 2020).
Meetings - To the convention centres or the hotel the meeting takes place. Around the goal or an
activity the travel events were centred repeatedly or one time.

Incentives - To the sponsoring company the loyalty and the performance were often, as the
professional reward there is the planning of the trip. To the return of the excellence performance
into the profession the reward was provided by the company in the form of incentives. The better
performance was provided by the partners, individual employees and the groups.
Conference - Around the discussion or the learning of the professional the events were centred.
Relevant to the concerned topic the information has been shared is the primary goal of the
conference. There is no repeatedly conduct of the events (Park, 2021). To the next level the
meeting was taken through the help of the conference. To the several days the knowledge was
shared to the large corporate group by designing. The general public and the guest speakers will
also included with the members into the organisation.
Exhibition - Towards the product and the service promotion and the display the event was
geared. There is the involved of the particular category as conference. To the public the key
product and the services were provided in the exhibition by the organisation. It helps in building
and networking the professional relationship by the employees for the company's profit.
Producing of the event plan
Event plan producing of the World Travel Market are as:
 Event goal - The goal of the World Travel Market event is to bring the industries
together to the attend the show. It also includes the industries to determine the headed
direction. The goal of the WTM event is to provide the best experience to the visitor by
maintaining the cost (Alananzeh and et.al., 2019, January). The other goal of the event is
that motivating the potential travellers through identifying there lodging and the activity
preference. Through the passion inspiring the one another in the trip. To the global travel
industry there will enable in the development and the growth by the World Travel
Market. The better facilities and the service will be provide to the traveller which will
motivate them. Through identifying the needs of the travellers the needs will be satisfied.
Thus, it will impact in the increase in their satisfaction.
 Team of the event - To the management of the event effectively there will be the include
of the teams or the individuals. Through the building the proper team will help in
providing the better facilities and the services to the visitors (Ranasinghe and et.al.,
2020). The refreshment person, management person, tour operator, etc. were the
members which will be included in the team. Therefore for the proper managing of the

tourists and providing the better facilities to the tourists the better team has been
prepared. The occurrence of the event should not affected due to the internal stakeholder
person such as by the employees, members, event manager, event person, assistance
person. Thus, the team was formed effectively so the higher satisfaction can be provided
to the tourists.
 Budget - The budgeting of the event depends on the number of participants registered for
the event. The income optimization will be focused as the event was conducted for
generating of the revenue or for raising the fund by the organiser. The income can be
generated by reducing or controlling of the cost and also getting more sponsors and the
key partners will help in increasing the revenue (Aburumman, 2020). The entry fees of
the event includes the both free and the paid tickets. The incur of all the revenue and the
expenses, projection and the forecasting of the revenue and the expense will be done
while budgeting the event. Over the period of the time some budgets which were defined
earlier can be changed. Thus, in managing of the event of the World Travel Market from
the beginning the budget will not be prepared. The estimated number of registrations are
approx 51500 visitors has registered and the 5000 exhibitors has registered.
 Venue and Date - The event will organised between the 7 to 9 November 2022. There
will be the two timings for the event that is 10 AM to 6 PM and from 10 AM to 5 PM.
The event will held in the London, United Kingdom. The best venue of selected as to
attract more tourist to the place. It will also help in increasing the revenue of the event.
Thus, selecting of the best place will also leads to the increase in the satisfaction and the
motivation of the visitors.
 Sponsors and Key Partners - Tour operators, companies managing the travels, hotels
providing the accommodation to the travellers, companies managing the destinations,
tourist activities, transport companies, tourist activities, companies with the travel
technology are the key partners of the WTM event (Nikulina, 2018). Thus, inviting more
sponsors and the key partners to the event will help in increasing the awareness of the
event and it will help in creating better the infrastructure for the event.
 Strategies for marketing - The best marketing strategies for the WTM event which were
adapted is firstly understanding the need of the tourists. Thus, after identifying the needs
their needs were fulfilling to increase the motivation level. It will help in increase in the

attraction of the tourists. Thus, through accepting the online booking and providing the
live details and the information there were generated more interest of the tourists to the
event (Oh, Nam-Jo and Kim, 2021). Through inviting the collaborators and the sponsors
there is increase in the income of the event and the marketing will also increase. There is
also posting of the event details on the social media platforms which also helps in getting
engagement with the tourists. The specific audience can be targeted through the help of
the social media platforms.
 Risk, safety and Health - There will be the follow of all the precautions for the health,
safety and for considering the risk in the event. There are the certain hazardous,
uncertainty risk in the event. Thus, the risk cannot be impact negatively to the tourists
there was pre planned management of the risk (Aburumman, 2020). To prevent the
uncertainty risk and considering the health and the safety of the tourism the risk
assessment was carried out and further prepared a solid management plan for the the
prevention of the risk. Looking for the fire and the electricity safety. Moreover, prepared
a proper communication plan and installed the system of fire extinguisher and other
safety tools for the safety of the people.
Thus, the plan was created for the better management of the WTM event in November,
2022. The plan included how the budgeting will be done, the goal of the event was defined in the
plan and the team members for the team were defined. Further, in the even plan of the WTM all
the health and the safety was preplanned for the risk management.
PART 2
Personal reflection and evaluation
The World Trade Market event is planned properly in the first part which has been
beneficial for increasing the overall impact of the business in increasing the satisfaction levels of
the participants. Although, there are certain challenges which may have a significant impact on
the overall performance of the event to satisfy the needs of their participants properly. There are
different changes in the business environment which may have a negative influence on the
completion of the organizational objectives.
The difficulty of the event management team to find the appropriate resources is
considered as an important challenge which can reduce the overall performance of the event. I

found that it is necessary for maintaining the profitability by finding the appropriate resources
which are beneficial for increasing the accuracy of different tasks properly. The management of
different resources and teams as events are carried out at a large scale and a significant
consideration is meant to be given for better performance.
In the planning phase different strategies are developed by the team and management in
order to perform their tasks appropriately. I have found that the coordination between can be a
major challenge due to ineffective communication. This may impact the project in a negative
way and reduce the overall success of the event successfully. This may increase the conflicts
among the employees which can have a negative influence on the effectiveness of the event in
the industry. The mismanagement of project schedule often creates a disadvantage for the teams
to achieve their objectives and enhance their overall quality of output.
The major challenges in the implementation stage are to develop better association of
team members to perform the tasks which have been assigned to them by the management. I
found that often disagreement is seen among people which creates issues in implementing the
tasks properly and gaining better competitive advantage in the industry. Ineffective results are
often found by the management which is considered as a challenge for the event management to
mitigate and increase their success properly. At the closing phase, the final completion of the
tasks is made with the help of different tools and techniques which can increase problems among
the management to complete their tasks successfully. It can reduce the chances which has been
gained by the business top grow and create better success in the industry.
It can recommend to the event management team to enhance their communication with
the help of different tools and techniques. This can provide them with better opportunities to
establish proper management in their business environment and fulfil their roles and
responsibilities. Better digital marketing practices must be adopted by the MICE sector
organizations to increase their overall performance in the business environment (Aburumman,
2020). This may provide them with better opportunities to enhance the experience of the people
to enhance the productivity of event. This can increase the attendance of the consumers in the
events which are made available by the team to satisfy their needs and gain better advantage. I
recommend the use of advanced technological tools like AI and Big Data which can be effective
for increasing the understanding of the market trends which have a significant impact on the

event. Effective changes can be initiated by the management with the help of these changes
which has a positive influence on the success of the business in the industry.
The MICE sector can include different aspects like influencer marketing which can
provide them with better opportunity to attract the audience and enhance their attendance. It may
increase the opportunities which are available for the businesses to sustain in the industry
successfully. I believe that the commitment of the followers of the influencers is strong which
enhances their overall success in the industry. It helps in generating better awareness among
people regarding the benefits of these aspects. The different needs of the event can be fulfilled
with the help of these recommendations which may have a positive impact on the performance of
the event to be successful (Nikulina, 2018). These strategies can be critical for the event
management to achieve their goals and meeting the needs of the project appropriately.
Virtual arrangements for attending the event can be beneficial for increasing the interest
of the people who are unable to access this event. This can provide people with a better
environment to have an experience of the event in remote settings which has a positive influence
on the overall success of this event. It has been found by me that these aspects can be useful for
the management to increase the overall performance of the business in the industry. This can
provide better assistance to increase the productivity of the event. With the help of these aspects,
better changes can be made in the management which can be helpful for increasing the overall
experience of the consumers. The visual representation of the event is helpful for increasing the
overall performance of the management to grow and achieve better success in the industry.
CONCLUSION
From the above report, it has been concluded that the proper planning and development
of the event has been beneficial for increasing the overall success of the event. This provides
better assistance to the MICE industry to increase their performance and gain better achievement
in improving their success opportunities. The WTM global event has been able to meet its
objectives with the help of the effective changes which have been made by the management in
their strategies that has a significant impact on the success of the business. This event plan has
been able to create better opportunities for the management to enhance the experience of the
people who are attending this event. The virtual options for this event are beneficial for creating

a better impact on the people to grow and achieve better success in the industry. These factors
are crucial for increasing the interest of the people in the industry.

REFERENCES
Books and Journals
Aburumman, A.A., 2020. COVID-19 impact and survival strategy in business tourism market:
the example of the UAE MICE industry. Humanities and social sciences
communications. 7(1). pp.1-11.
Alananzeh, O., and et.al., 2019, January. Factors influencing MICE tourism stakeholders'
decision making: The case of Aqaba in Jordan. In Journal of Convention & Event
Tourism (Vol. 20, No. 1, pp. 24-43). Routledge.
Nikulina, E., 2018. Event Plan: Finnish-Singaporean Cross-cultural Wedding.
Oh, C., Nam-Jo, S.K. and Kim, K.B., 2021. Convergence and Integration of the MICE and
Maritime Industries: An Analysis of the MICE Industry of Busan. Journal of Coastal
Research. 114(SI). pp.365-369.
Park, C.W., 2021. An exploratory study on the inter-Korean MICE industry exchange and
cooperation model. Global Business & Finance Review (GBFR). 26(1). pp.22-40.
Ranasinghe, R., and et.al., 2020. Tourism after corona: Impacts of COVID 19 pandemic and way
forward for tourism, hotel and mice industry in Sri Lanka. Hotel and Mice Industry in
Sri Lanka (April 22, 2020).