Mice tourism is a prominent part of the tourism industry, yet many people have no idea what MICE means! Well, in this article I am going to change that! Read on to learn what mice tourism is, how the MICE tourism industry has grown worldwide and why this type of tourism is so important!

What is MICE tourism?

MICE tourism is a part of the business tourism industry. It encompasses four niche areas, which are:

  • Meetings
  • Incentive travel
  • Coferences
  • Exhibitions

Mice tourism includes any types of travel for the purpose of a meeting(s). This ranges from small meeting to large meetings. Meetings can be short in duration (e.g. last a couple of hours) or long (e.g. a week or more). Types of meetings include (but are not limited to):

  • Board meetings
  • Focus groups
  • Training seminars
  • Strategy planning
  • Shareholder meetings
  • Management meetings
  • Briefings

Traditionally, meetings have been predominantly face-to-face, however recent years have seen a big shift towards virtual meetings, which was accelerated by the COVID pandemic and subsequent and rapid move to digital means around the world. This will likely result in the continued decrease of travel for the purpose of meetings in the coming years.

Incentive travel refers to travel that intends to motivate or reward company stakeholders. There are different types of incentive travel, including:

  • Familiarisation trips
  • Teambuilding trips
  • Reward trips
  • Workations

Research has demonstrated that incentive travel is an important corporate culture builder. If you are looking for a way to motivate your staff and enhance productivity, retention and output throughout your business, then incentive travel is often a worthwhile investment.

A conference is an event that facilitates presentation, discussion and the showcasing of work within a professional network. Conferences are often important networking events and have been a prominent part of the business tourism industry to date.

Conferences can last a day or a week or more, depending on the structure and purpose. People have historically travelled great distances for the purposes of conferences, particularly in the travel and tourism sector.

Examples of travel and tourism related conferences include:

  • Association for Tourism and Leisure Education and Research annual conference
  • TBEX conferences for travel creators
  • Sustainable tourism conference
  • Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. There is no replacement for the face-to-face networking opportunities that occur during conferences, thus physical conferences will be here to stay, although perhaps to a lesser scale. Many conferences may move towards a hybrid approach of online and physical attendance.

Exhibitions provide an opportunity for businesses to showcase their products or services. They are often in the form of trade shows.

Exhibitions will often include stalls, breakout rooms, discussion points, presentations and opportunities for networking. Exhibitions are often large events involving large amounts of people.

Popular exhibitions in the travel and tourism industry include:

The growth of MICE tourism

MICE tourism has grown considerably in recent years. This growth has been particularly prominent in Asia, where tourism in countries such as China and India have increased significantly.

There have been more conferences organised and more exhibitions in recent years than ever before. This is in part due to a growing population worldwide. It is also because our world has become more interconnected and globalised, thus requiring more meetings, conferences and other events that require international travel.

As you can see, MICE is actually an acronym used to group together the four tourism types mentioned above- contrary to popular belief, it has nothing to do with rodents!

MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. 

Below, I have provided an explanation of each component of MICE:

Important players in MICE travels are:

micebook is a media and events company but more importantly, we are THE eventprof community; we have built a hyper engaged community for 16k eventprofs offering live events, engaging content and a digital hub featuring 12,000 global suppliers and 300 destination guides.

We have made it our mission to become the heart of the event industry by arming event professionals with the tools needed to network in new and innovative ways; creating meaningful connections. Every step we take in building this community is centered around our core values: positive disruption, creative innovation, and purposeful connection.

Chetan Shah

The eventprof community

Grupo PUNTO MICE is an editorial group specialized in providing contents for the MICE industry professionals in Spanish-speaking countries. 

Sofía Calvo

Pitches/tenders devour incredible resources. As a result, they make life difficult for numerous players in the MICE industry, not least the customers.

For THE EVENT EXPERIMENT, the agency format:c live communication from Cologne, Europe’s highest event location CARAT in Obergurgl in Austria, the internationally renowned booth builder THE INSIDE from Deventer in the Netherlands and the event and media technology company loud from Breuna have joined forces for a unique, international cooperation.

Matthias Eckmayr

The Italian National Tourist Board ENIT with its Head Office in Rome and 26 offices worldwide promotes the Italian tourism through a wide range of initiatives.

Thanks to the unique combination of amazing culture, excellent cuisine, breathtaking landscapes, innovative fashion and design, the Italian lifestyle, and due to the high number of extraordinary event locations, Italy is one of the most popular destinations within the MICE sector.

Visit our stand and get in touch with the Italian exhibitors to discover plenty of opportunities for your next event!

Andrea Esteban Samá

Stretching over a two km2 territory, the Principality of Monaco is the second smallest country in the world. Nestled in the heart of Europe, this city-state embodies many unique facets which make it famous worldwide and help creating the special aura that hovers over Monaco.

Ideally located between the mountains and the sea, benefiting from a mild Mediterranean climate all year round, the Principality is situated between France and Italy, at only 25km from Nice International Airport (daily direct flights from all over the world). Monaco is the place where everything is walking distance or can be reached by using clean transport solutions.

Sarah Rico

Being at the right place at the right time can spell success for your business. Singapore is one of Asia’s main air, sea and telecommunications hubs with market access to some 4 billion people within a 7-hour flight radius. Positioned in the middle of the fast-growing and emerging Asia-pacific markets of China, India and Asean, business travellers can easily convene in Singapore, with more than 100 international airlines flying to some 400 cities in about 70 countries and territories worldwide.

Singapore offers an excellent range of state-of-art convention centres, exhibition halls, and meeting venues for MICE that suit a wide variety of needs and budgets. These venues not only offer first-rate conference and meeting facilities, but also the convenience of a wide range of accommodation, food, shopping, entertainment, and other lifestyle options in close proximity.

Consistently ranked as Asia’s Top Convention City by the International Congress and Convention Association (ICCA), Singapore is a global leader for business events. As the lead government agency for the business events sector in Singapore, the Singapore Exhibition & Convention BureauTM (SECB) is responsible for shaping and retaining Singapore’s exceptional reputation as one of the world’s best business events destinations.

A part of the Singapore Tourism Board (STB), SECB has over 40 years of experience in helping event professionals, meeting planners and incentive organisers from around the world plan and execute successful events in this vibrant island-city.

Martina Denhard

Meet in Ireland is the Official Business Tourism Brand for the Island of Ireland, responsible for promoting Ireland as a worldclass business tourism destination. As the first point of contact for many global meeting planners, we’re responsible for helping to organise successful international MICE events in Ireland. We work with more than 500 Irish organisations and suppliers, and can connect you with amazing local resources including a range of approved Destination Management Companies. The Meet in Ireland Team are Ireland experts and are ready to share their entire wealth of business solutions and contacts, equipping you with free, impartial advice and assistance.

Steven Bradley

We have a database of more than 10 000 MICE Tourism Companies according to your needs. Please contact us to get more Information.