Republic of the Philippines

City of Taguig
Taguig City University
Gen. Santos Avenue, Central Bicutan, Taguig City
COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT

INTRODUCTION TO M.I.C.E.
WITH NCII

MODULE 1: MIDTERM

LESSON 3:
Meetings, Incentives Travel, Conventions and Exhibitions

Prof. Evelyn P. Dignadice

I.LESSON 3: Meetings, Incentives Travel, Conventions and Exhibitions_______

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II. INTRODUCTION

Meetings, incentives, conferences and exhibitions is a type of tourism in which

large groups, usually planned well in advance, are brought together . It positively affects
other tourism sectors – transportation, entertainment, accommodation, food and
beverage, attractions, travel trade – due to the high-value spending potential of
delegates, exhibitors and host organizations. It generates multiple benefits to host
countries and regional economies.

III. LEARNING OBJECTIVES:

At the end of this lesson, you will be able to;

1. discuss the history of M.I.C.E.
2. Understand how MICE relates to the tourism and hospitality industry
3. Understand the meaning of each sector of MICE 
4. Identify the types of meetings
5. Describe how sectors are involved in hosting MICE
6. Understand the role of the Tourism Promotions Board (TPB) in assisting event
organizers

IV. LESSON PROPER

HISTORY of MICE

The development of the Philippine convention industry became official

government policy in 1976, a milestone year that marked the establishment of
Southeast Asia’s first full-fledged convention center, the Philippine International
Convention Center (PICC); and the creation of the Philippine Convention Bureau
(PCB) as a government corporation dedicated to the promotion of Philippines as a
meetings and convention destination. That same year, the Philippines successfully
played host to the International Monetary Fund - World Bank Joint Conference that
signaled the entry of the Philippines into the world conventions market.

Since then, the Philippines has hosted some of the biggest and most important
international and regional meetings, conferences, conventions, congresses, and
events that have made its capital city, Manila, one of the acknowledged “Convention
Cities” of the world.

The Philippine Convention Bureau (PCB) was later reorganized in 1987 to

become the Philippine Convention and Visitors Corporation, now known as Tourism
Promotions Board (TPB), in response to market developments which embraced the
new, more specialized, and quality-oriented Incentive Travel Industry. In recent years,
the meetings, conventions, and incentive travel industry evolved into an even wider

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 representation of several specialized sector of tourism to encompass exhibition and
events. The convention industry now became known by the acronym: MICE, which
stands for Meetings, Incentives, Conventions and Exhibitions/Events.

As Asia’s pioneer in conventions, the Philippines can easily host an international

event with expertise and creative approaches. More importantly, though, it offers the
added incentive of discovering 7,107 island experiences: breathtaking natural wonders
that range from the golden sunset of Manila Bay to the virgin rain forests and
mysterious underground rivers of Palawan; from historic Intramuros and Vigan to the
graceful mosques and indigenous tribes of Muslim Mindanao; from golfing greens to
44,097 square meters of coral reef dive sites teeming with marine life; from innumerable
pristine white-sand beaches to the wonder that is the Banaue Rice Terraces.

MICE events are events and activities that involve attendees who share a common
interest and gather in a place. The place for the gathering needs to be a venue
arranged before hand. The venue will provide space and facilities necessary to satisfy
the needs of those who attend the gathering.

We can further explain the gatherings by their different formats: M = Meetings

(Corporate) I = Incentives C = Conventions (Congress, Conferences and Confexes) E =
Exhibitions

The term MICE (Meetings, Incentives, Conventions and Exhibitions) represents a

sector of tourism which includes business events and activities.

Travellers attending MICE activities have a purpose beyond leisure tourism, and
are in fact business travellers.

These business travellers are connected to different sectors of the tourism and
hospitality industry through their MICE activities. (See Figure3:1) Think of business
travellers who travel to a city to attend an exhibition. They will need food, drinks,
shopping, entertainment, transport, accommodation and more.

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Figure 3:1 Nature of MICE

MEETINGS: 

 Meetings bring people together in one place for the purposes of sharing
information and discussing and solving problems.
 Meeting attendance can range from ten to thousands of people. During a
meeting, there will usually be food and beverage served.
 Meeting times vary depending on the meeting type.
 People attend meetings for education, training, decision-making, research,
sales, information exchange, networking, strategic planning, teambuilding
and problem solving.

TYPES OF MEETINGS:

Most of the time, meetings refer to corporate meetings which are held by companies in
the following ways:

 Board meetings – Meetings of the board of the directors of a corporation, usually

held annually
 Management Meetings – The managers from different regions of a corporation
meet when necessary to make decisions for the corporation
 Shareholder Meetings – Investors who own a share in a company meet quarterly
 Training Seminars – A company conducts these to train employees when needed
 Meetings with partners, suppliers and clients – A gathering to discuss business
deals, usually held with little prior notice
 Product launches – Usually a meeting with clients, the public, and journalists and
reporters when new products are announced on the market
 Strategic planning – Managers meeting with employees to discuss the future of
the company
 Retreats – The entire company staff spends a day or two together to participate
in team-building activities, training seminars and strategic planning sessions

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  Conference: - An event used by any organization to meet and exchange views,
convey a message, conduct a debate or give publicity to some area of opinion
on a specific issue.
 Congress - the regular coming together of large groups of individuals, generally
to discuss a particular subject. A Congress will often last several days and have
several simultaneous sessions.

 It is also the European term for convention (Convention Industry council)

INCENTIVE: 
An incentive is a gift for a job well done. It is also motivational tool to encourage
employees to achieve business goals such as sales quota set by a company. Incentives
are not only vacations in exotic destinations, but include golf and casino games,
shopping, spa and massage treatments and/or concert tickets.

Incentives Travel

 A meeting event that is part of a program offered to participants to reward a

previous performance.

 Participants may include sales representatives, corporate staff dealers and

distributors

 Venues are usually hotels/ resorts near tourist attractions

People attend meetings, conferences, and exhibitions to learn something or

achieve a professional goal. In the case of incentive travel, however, the trip is the end
goal. The travelers have already achieved a particular end, and they’re being rewarded
with a trip. The trip is centered on a professional goal or identity, but it’s ultimately a
leisure event.

Because there are so many elements involved, organizers of MICE events have
to start working months or even years in advance. They have to communicate not only

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with the companies that will be providing services as part of the trip but also with the
sponsoring organization.

Other types of MICE events may have multiple organizations involved in the
planning process. In the case of a conference, for instance, you might have an
association organizing the event and corporate or professional sponsors providing
funding and hosting events within the broader conference.

Incentive travel typically involves only one corporate sponsor, but there’s still a lot
of coordination required.

CONVENTION:

 Similar to meetings, conventions are gatherings of people with common

objectives, organized to exchange ideas, views and information of common
interest to the group.
 An organization, usually an association, will organize a convention each year
with a theme related to the organization’s topic.
 Those interested in registering for the convention can pay the association a
fee for all the sessions, discussions, food and beverage, dinners, and site
visits.
 In particular, conventions consist of a variety of events include congresses
(large-scale regular trade gatherings ), conferences (small scale gatherings
aimed at information sharing), confexes (conferences with small exhibition
attached), and one to one events (premium networking).
 All conventions can be organized into different levels: international, national,
regional.

The major differences between a meetings and conventions is that a convention:

 Is a large event often lasting for several days and involving a social programme
 Is organized by associations: o Professional and trade associations, e.g. the
Dentist Association o Voluntary associations and societies o Charities o Political
parties
 Usually conducted once a year
 Generates income for the association
 Considerable amount of time spent on site selection of the convention

EXHIBITION: 

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  Exhibitions are activities organized to show new products, services and
information to people who have an interest in them, such as potential
customers or buyers.
 The company showing their new products, the exhibitor, typically rents an
area from the organizer and sets up a booth to meet with potential buyers.
 The buyers or the public need an invitation or a ticket to be allowed into the
exhibition

TYPE OF EXHIBITIONS

 Public or Consumer Show

Exhibition that is open to the public, usually requiring an entrance fee (Convention
Industry Council).

 Trade Show
This generally refers to exhibits than are not open to the public. It is considered a
business-to-business event where product are not sold directly during the exhibit.

An exhibition of products and/or services held for members of a common or related

industry (Convention Industry Council).

Trade show provide several advantages to exhibitors and sponsors. A trade show
provides participants with opportunities to:

 Initiate contacts with new customers

 Develop new trade leads
 Maintain and renew contacts with valued clients
 Launch new products and services thru live presentations and demonstrations
 Enhance corporate profile and image

 Combined Exhibitions
These are exhibits that are open to the trade the first couple of days. Two major
categories are the exposition and the fair.

 Exhibit Categories
Exhibitions can also be classified by the industry, date, host country and by the
organizer. Two categories are the exposition and the fair.

Trivia

THE EIFFEL TOWER and a GIANT FERRIS WHEEL

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The French commissioned designer-engineer Gustave Eiffel to build a landmark for the Paris Exposition.
Now known as the Eiffel Tower, it also served to commemorate the centenary of the French Revolution.

Not to be outdone, the World’s Colombian Exposition in 1893 in Chicago showcased a Giant Ferris
Wheel as part of its main attraction (Source: The Great Exhibition, John R. Davis, 1999).

An EXPOSITION refers to a large-scale industry, regional exhibition scheduled

for a long period of time, often for several weeks in the same venue.

A FAIR is defined as occasional meeting of buyers and sellers specifically to

trade. The Center for International Trade Expositions and Missions (CITEM) organizes
local and international fairs and roadshows promote Philippine products and services.
These are categorized in five sectors, namely Costumer Goods, Industrial Goods and
Services, Food and Marine Sector; Information Technology (IT) IT-Enabled Services,
and Home and Lifestyle Fashion

Industry sectors directly involved in the MICE industry:

There are industry sectors directly involved in the MICE industry, such as hotel,
and transportation industries. These industries may benefit from MICE business by
offering their services and facilities to the planner and attendees of MICE events.

There are a range of participants in the event (i.e. convention and exhibition)
industry, including event organizers, venue operators, marketers and event attendees:

 Event organizers organise and run events for marketers and attendees.
This includes developing the event concept, sales and promotion to
potential marketers and attendees, operational planning and event
execution.

 Venue operators own and manage venues, and take bookings from event
organizers.

 Marketers include companies which exhibit products/services at events,

and event sponsors. Exhibitors use exhibitions to build and maintain
business relationships, generate sales opportunities through acquisition of
new customers, and to conduct sales. Event sponsors use conventions
and exhibitions for brand promotion.

 Attendees refer to convention and exhibition attendees. Convention

attendees mainly use conventions for networking and learning. Exhibition
attendees use exhibitions to source and evaluate the products and
services offered by marketers, networking and learning.

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TOURISM PROMOTION BOARD:
 An attached agency of the Department of Tourism, the Tourism Promotions
Board (TPB) exists to market and promote the Philippines domestically and
internationally as a world-class tourism and MICE destination, in strategic
partnership with private and public stakeholders to deliver a unique high-value
experience for visitors, significantly contributing to increased arrivals, receipts
and investments to the country.
 Bid preparation
 Incentive Program Plan
 Liaison Services
 Site Inspection
 Attendance Promotion
 Promotional Material Support

SUMMARY OF THE LESSON

MICE is the acronym for Meetings, Incentives, Conferences and Exhibitions,

Meeting Is a general term indicating the coming together of a number of people in one
place, to confer or carry out a particular activity. Meeting planners and other meeting
professionals may use the term “meeting” to denote an event booked at a hotel, convention
center or any other venue dedicated to such gatherings. People attend meetings for
education, training, decision-making, research, sales, information exchange, networking,
strategic planning, teambuilding and problem solving.
The term MICE (Meetings, Incentives, Conventions and Exhibitions) represents a
sector of tourism which includes business events and activities. Travellers attending
MICE activities have a purpose beyond leisure tourism, and are in fact business
travelers.
These business travellers are connected to different sectors of the tourism and
hospitality industry through their MICE activities.They will need food, drinks, shopping,
entertainment, transport, accommodation and more.
People attend meetings, conferences, and exhibitions to learn something or achieve
a professional goal. In the case of incentive travel, however, the trip is the end goal. The
travelers have already achieved a particular end, and they’re being rewarded with a trip.
The trip is centered on a professional goal or identity, but it’s ultimately a leisure event.

SELF-PROGRESS ACTIVITY

1. Explain the difference between meetings, incentives, conventions and

exhibition.

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GRADING RUBRICS
PASS FAIL
Exceed Expectations Meets Expectations Somewhat Meets Below Expectations
Expectations
1. Class Engages other students; Provides meaningful Only asks questions in the Does not participate in
Participation Encourages more insights; responds to other discussion forum; Only discussion forum
participation students engages with the instructor
PASS FAIL
Exceed Expectations Meets Expectations Somewhat Meets Below Expectations
Expectations
Initiates discussions to link Keeps discussions active Tries to dominate discussion Is argumentative and off-topic
lessons to the workplace forum
2. Weekly Demonstrates a mastery of Demonstrates an Submits a completed Does not understand the
Written the concepts understanding of the assignment with conceptual concepts presented
Assignment concepts errors
/ Project
3. Essay Essay responses are well Essay responses include Essay responses include the Essay responses provided are
thought-out and presented all elements in the main point but do not include all simplistic
in a compelling fashion questions elements
4. Laboratory Exceeded the objectives of Met the objective of the Met a few of the objectives of Did not meet the objectives of
Observation the task or lesson (can task or lesson (know how the task or lesson (still need the task or lesson (don’t
/ teach others to do the task) to perform in his own) help) understand the lesson)
Demonstration
5. Oral Answer question with Answer the question with Responses to the question but Did not answer the question
Question mastery of the concepts understanding do not include all the elements (don’t give correct or relevant
answer)

SUPPLEMENTARY MATERIALS/RESOURCES

1.Please watch:
a.The Planner Guro- What is MICE.
https://theplanner.guru/2018/04/17/mice-definitions-what-is-mice/

b.The MICE Industry.

https://www.youtube.com/watch?v=t8mNZps07do&ab_channel=ChristopherLye

c.What is Meeting, Incentives, Conferencing and Exhibitions.

https://www.youtube.com/watch?v=FOBJYk6NOmY&ab_channel=Audiopedia

d. Wonderful Indonesia: MICE

https://www.youtube.com/watch?v=QxNe40T62AQ&ab_channel=Indonesia.Travel

REFERENCES:

Astroff and Abbey, (!998) Convention management and Services. Educational

Institute of the American Hotel & Motel Association
z
Disimulacion, M.A. (2016). Event Mgt. for Tourism, Sport, Business and MICE. Books
Atbp.Publishing Corp.

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Goldblatt, J. (2002). Special Events: Twenty-First Century Global Event Management
John Wiley & Sons Pblication

Salvador,G.A. (2016). Event Management: Envision. Execute. Evaluate. C & E

Publishing, Inc

Training Regulation and CBC on Events Management Services NC III, TESDA

Paceos, 2013, The Event Planning Manual

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