MICE

(Meetings, Incentives, Conference and Events Management)

I. INTRODUCTION TO MICE INDUSTRY
 A. What is MICE?
 MICE is an acronym that stands for meetings, incentives, conferences, and
exhibitions. In recent years, the terms "meetings industry" and "events
industry" have been gaining popularity as alternatives for MICE.

 It makes up a big part of global business travel since every industry has
regular events of some kind. The main goal here is always to bring
professionals together, foster connections, promote new ideas, and push
growth.

 Traditionally, MICE encompasses mostly business events. Leisure events like

concerts or festivals fall into a different category. However, many organisers
now add leisure elements to larger events to better engage attendees and
create a more memorable experience.
A closer look at the four pillars of MICE

As outlined above, the MICE sector is made up of four main

event types: meetings, incentives, conferences, and
exhibitions.

In the past, the overwhelming majority of all these event types

were held in person. In recent years, the trend of moving
smaller gatherings to virtual spaces occasionally was on the
rise. However, demand for hybrid and virtual events
skyrocketed due to COVID-19, leaving a deciding mark on
the MICE industry.

Still, the four pillars remain largely unchanged.

 Meetings
Meetings are usually a single-day event held in hotel
conference rooms or at convention centres. They can vary in
size from only a small group of senior executives to larger
gatherings like annual shareholder meetings.

The purpose is to bring together people from one company,

industry, or project to address challenges, discuss plans, and set
goals. Catering is often kept simple and there’s rarely an
entertainment program.
 Incentives
Incentives are probably the most fun part of the MICE segment.
They include all types of travel rewards a company offers to
individual staff, teams, or partners (e.g. affiliates). In this context,
the goal of an incentive is to thank people for their great
performance, boost morale, or increase employee loyalty.

Incentives can take different forms depending on the company

organising them. Some may send their team for an all-inclusive
weekend trip to an out-of-town resort. Others might plan a
variety of activities closer to home to encourage staff to bond in
an informal setting.
 Conferences
Think of conferences as supersized meetings. They often last more than one day
and can vary in size, but usually they have more attendees than meetings. As
with incentives, conferences can look very different depending on the
organisers and the industry behind them.

Common activities at conferences include one, a mix, or all of the below:

o Panels: A group of experts discusses a topic and presents new findings. A
moderator asks questions, ensures good flow, and may take questions from
the audience.

o Presentations: At a company conference, senior leaders may present the

latest successes or results of the business. At public industry conferences,
thought leaders may be invited as guest speakers to share the newest trends
and insights. Presentations often rely on props, slides, or other visual
elements.
o Speeches: Also known as keynotes, speeches often mark the beginning or
end of a conference. Sometimes it’s the host or organiser welcoming or
thanking attendees for joining. Other times an industry leader may address
an important issue and share ideas for solutions.

o Discussions: They can be part of a panel. In this case, a select group talks
about a topic while the audience listens. Some organisers use breakout
rooms to encourage active debate among small groups of attendees.

o Workshops: A small group of participants works on a specific problem case or

researches a certain topic. This approach is a great way to offer attendees
an interactive learning experience.

The purpose of conferences varies, but usually, they’re meant to address and
find solutions to challenges in a business or industry. Sharing new insights and
research is a big part of that. So are networking and team-building activities.
 Exhibitions

Also referred to as trade shows, exhibitions are usually massive events that draw
thousands of visitors and exhibitors from around the world. They can last
anywhere from several days to a week. Exhibitions are usually very industry-
specific and have a well-defined target market.

Exhibitors go to trade shows to present and promote their product or service,

drive business, and liaise with existing and potential partners. Industry
professionals go to network, find clients or jobs, and discover new ways to solve
problems.
Common activities at exhibitions can include one, a mix of, or all of the activities
present at conferences, as well as:

 Networking events: Trade shows often have networking parties for subgroups
among their attendees. This is a great place to meet potential partners, discuss
collaborations, and exchange thoughts on current trends.

 Awards: An award show is part of many exhibitions and honours industry leaders for
their achievements. It also gives winners quite a PR and marketing push. Even if
you’re not up for an award, it’s worth checking out the nominees for inspiration.

 New business pitches: Since trade shows want to promote growth and innovation in
their industry, there’s often a dedicated event for new business pitches. It’s great for
start-ups to gain visibility, funding, clients, and job applicants.
 B. Why MICE Business Is Important For Hotels
MICE is an important source of business for many hotels. First, exhibitors and attendees
fill many rooms at properties with meeting facilities or close to convention centres.
Second, a study from Hong Kong found that on average MICE guests pay 17.5% more
than leisure guests.

This is partly because having large events in town leads to high demand and the
chance to charge premium room rates. Hotels that host on-site meetings or
conferences may offer slightly discounted rates to organisers. However, they can drive
additional revenue from meeting and F&B packages.

Finally, MICE can be a reliable source of recurring revenue. Many conferences and
trade shows happen at set intervals, so hotels plan their annual budgets with these
events in mind.
C.PHILIPPINES: YOUR IDEAL DESTINATION FOR MICE

Tourism has truly emerged as one of the Philippines’ “feel-good”

industries as it continues to have a significant impact on both the public
and private sectors.

The big impact of Meetings, Incentives, Conferences, Exhibitions / Events

(MICE) on the country’s over-all tourism industry is noteworthy.

Taking charge of facilitating MICE events, the Department of Tourism

(DOT) and Tourism Promotions Board (TPB) have had its fair share of
cooperating and working with industry partners.
With major events organized this 2017, international and local
MICE organizers and delegates are discovering the capability of
the country to host large-scale events and conferences.

The country has established Manila, Cebu and Davao as key

MICE destinations. These places offer not only the best of tourism
products and services with vast opportunities for business, but
also have consistently growing local economies which have
attracted investors to build hotel and meeting facilities.
Manila is known to have pioneered Asia’s MICE industry with the establishment
of the Philippine International Convention Center (PICC), setting the trend for
neighboring countries to build their own.

The SMX Convention Center is also another world-class facility for international
exhibitions, local trade events, conventions and corporate functions. Its
proximity to the SM Mall of Asia integrates business with recreation, shopping
and entertainment.

The World Trade Center (WTC) is also a perfect and convenient place for
conventions and exhibitions. Manila takes center stage with a distinct
combination of character, professionalism, history and style with an array of
tourist spots and recreational activities.
Contrary to the agile lifestyle the metro offers, Cebu is a favorite getaway
destination for those seeking a co-existence of casual function and exciting
leisure. Today, the island has one of the fastest growing economies in the
country.

Far from being just a leisure destination, Cebu is now one of the prime
destinations for MICE with its improved facilities, the presence of an
international airport, chained-brand hotels and convention halls of
international standards.

Cebu is acknowledged as a fully-equipped MICE destination with Marco Polo

Plaza Cebu, Radisson Blu Cebu, Shangri-La‘s Mactan Resort & Spa and the
upcoming SMX Convention Center onboard.
The dynamic economy, human resources, infrastructure, favorable business
environment, responsive local government and high quality of life in Davao
City makes it a sought-after destination for leisure, trade, investment and
MICE.

It has a wide range of accommodations, resort properties, meeting facilities,

shopping malls, restaurants and health and wellness centers that define
modern living in a safe and green environment.

Most importantly, with the convenience provided by the SMX Convention

Center Davao and Marco Polo Hotel Davao, the province has become a
preferred destination for meetings, conferences and corporate events in
South Philippines.
A city that is expected to boom for MICE is Iloilo. In the last two
decades, Iloilo has silently achieved progress. It has built new
roads, multiple spaces for commerce and a modern airport
which services regional travelers. With the establishment of the
Iloilo Convention Center (ICC) in 2015, the expected growth of
the MICE industry in the city will further support tourism, transport
and manufacturing industries.

The Philippines’ beaches, distinctive rock formations and

stalactites, underground caves and rivers, exuberant festivals,
friendly people and 7,641 islands highlight the very best of the
country’s offerings for MICE and beyond. Truly, the Philippines is
positioned on the crossroads of international trade and
commerce in the Asia Pacific region.
 D. HISTORY OF MICE INDUSTRY IN THE PHILIPPINES

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 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.
 E. THE ROLE OF THE TOURISM PROMOTIONS BOARD
(TPB)
The Tourism Promotions Board (TPB) is a corporate body attached to the
Philippine Department of Tourism (PDOT) that is responsible for marketing and
promoting the Philippines as a global tourism destination. Specifically, it shall
market the Philippines as a major convention destination in Asia, taking
charge of attracting, promoting, facilitating, and servicing large-scale events,
international fairs and conventions, congresses, sports competitions,
expositions and the like.

Its Conventions and Incentive Travel (CIT) Unit in particular, provides

comprehensive information, technical assistance and guidance to planners,
organizers, association and corporate executives, government and non-
government institutions, and other entities who seek an ideal venue for their
meetings, incentive travel groups, conventions, exhibitions and events.
The TPB offers its experience and expertise through the following wide range of services
and business solutions to convention and meeting planners and incentive travel
organizers:

 SALES AND PROMOTIONS

Aggressive Philippine participation in MICE-specific international trade shows and
expositions, the conduct of sales missions abroad; and the organization of regular MICE
Buyer Invitational Programs to the Philippines.

 BID PREPARATION
Matching international account leads with local counterparts with the potential to bid;
technical assistance in the planning, preparation, and submission of Philippine Bid
Proposals; active assistance in soliciting multisectoral support and in drawing up a total
package of benefits and privileges for Bid Presentations before international decision
making Boards and entities.
 LIAISON SERVICES
Coordination between the international Host Committee and the Local Counterpart Organization;
assistance in matching the international organization’s requirements with suitable Philippine facilities and
services; locating and endorsing PDOT/TPB-accredited and professional MICE suppliers; and in liaising
with government and other relevant local entities for necessary permits, endorsements and authorities.

 PROMOTIONAL MATERIAL SUPPORT

Provision of an adequate supply of specialized information materials on the Philippines as an ideal
destination for MICE groups, marketing paraphernalia like audio visual presentations, Delegates’ bags
and kits, giveaways, specially printed materials and other materials as required.

 TECHNICAL VISITS
Coordination and organization of technical visits of international MICE Clients in relation to a bid or a
hosted/booked MICE account.

 ATTENDANCE PROMOTION
Assistance in promoting attendance to booked events through its network of foreign and domestic
offices.
F. A Pioneer of Asia’s MICE Industry:
Manila (2019 Article)
Manila, officially known as Metro Manila, is one of the top-rated Asian cities for hosting
business events. This city has not only the best of tourism products and services with vast
opportunities for business, but also boasts of a persistently developing domestic
economy which successfully attracts a number of investors to build and support a
lucrative MICE infrastructure.

Back in 1976, Manila’s 10,000-square-meter Philippine International Convention Center

(PICC) was the only one of its kind on the entire continent--even inspiring neighboring
countries to build their own convention centers.

Another grand facility in Manila is the SMX Convention Center which also features more
than 10,000 square meters of meeting space across 24 contemporary meeting rooms.
The center can host all types of exhibitions, local trade events, conventions, and
corporate functions for up to 10,000 guests.

World Trade Center Metro Manila is also a convenient option for organizing conventions
and exhibitions.
The center provides more than 16,500 square meters of gross floor area, consisting of
11,300 square meters of adjacent indoor space at the ground level and 8,200 square
meters of outdoor space. With international and local MICE organizers discovering the
capabilities of Manila to host large-scale events, the city has its event calendar full of
global meetings and conferences.

Recently, the city welcomed about 3,500 foreign delegates for the Federation of Asia
Pharmaceutical Associations Congress 2018, held this month. Many other events are
scheduled for 2019, which include the 7th Conference of the Union Asia Pacific Region
(expecting about 1,500 attendees), and the Asia Pacific Stroke Conference Manila 2019
(with 1,300 attendees expected to attend).

While Manila is known for its noteworthy MICE facilities, the city also offers an array of
tourist spots and recreational activities.

The edgy art galleries, cafes with the lively indie music scene, vibrant lounge bars, artisan
markets, and single-origin coffees highlight the very best of the city’s offerings for MICE
travelers on a "bleisure" trip. Truly, Manila is strategically positioned on the juncture of
international trade and commerce in the Asia Pacific region.
 G. What is The Difference Between a
Meeting and a Conference

Meetings and conferences are alike but there are many differences
between them. All conferences can be described as meetings but one
cannot define all meetings as conferences.

What is Meeting?
A meeting can refer to an assembly of individuals for a specific purpose.
A meeting most frequently takes place within corporations. It can be
between as little as two individuals or many individuals. They often hold
them in offices or conference rooms. Meetings can be formal or
informal.
Formal meetings take place at a set time and place. They run for a specific
period and follow the agenda. A chairperson leads these types of meetings
and is responsible for observing the agenda. They write the deliberations
and resolutions made in the meeting down and refer to these notes as the
minutes. In corporate environments, two main types of meetings exist. An
organizational meeting and an operational meeting.

An organizational meeting includes shareholders and management.

Examples of organizational meetings are annual general meetings and
board meetings where the board of directors of a company meets to
discuss strategies.

Operational meetings are more frequent and include management and

employees. Includes sales or staff meetings or ad hoc meetings to respond
to an unplanned event.
What is the Conference?

A conference is a type of meeting. It is

formal in nature and can have many
attendees. They focus on a particular
theme and have many speakers who may
present different perspectives on the same
situation, an area of proficiency, or
problem.

Individuals from different organizations

attend conferences wishing to assemble
to discuss a particular topic. The organizers
hold conferences in large conference halls
designed with amenities such as
refreshment bars and presentation
equipment.
The Difference between Meeting and Conference

Though conferences are types of meetings, there are many notable differences between
the two. Conferences are a type of meeting but one cannot describe all meetings as
conferences.

Purpose:
 The purpose of a meeting is to consider a particular problem and reach a solution.
 The purpose of a conference has speakers from generally a shared field of interest and
is more for knowledge gaining leading to more informed debates.

Duration:
 Meetings are shorter than conferences. They can range from just a few minutes for
short meetings to up to a few hours for long sessions. Also, a long meeting will be
shorter than a short conference.
 Conferences take place over the course of a day and often many days. Occasionally,
they can continue for weeks.
Scale:
 A meeting can be small in scale. It can take place in a small room and with few
attendees.
 A conference is on a much larger scale. A large room to a vast conference hall for
many attendees.

Venue:
 Meetings take place in offices or conference rooms or any area that is available.
 The conferences will typically hold in large halls which provide specific facilities for
powerpoint presentations and refreshments.

Attendees:
 Meetings can be between as little as two people.
 Conferences have a much larger participation than meetings and also may have
attendees from multiple institutions.
Formality:
 Although meetings can be formal, they are more informal than conferences.
 Conferences are more formal than meetings.

Agenda:
 Meetings are often called quickly and the agenda may not be settled upon,
depending on the type of meeting.
 The conferences will always be planned in advance and have a specific order of
speakers and/or events that are closely observed.

Planning:
 Meetings can be arranged but are also called without notice.
 They must plan conferences in advance.
 Examples Of Different Types Of Meetings And
Conferences
Meetings:

 Decision-Making Meetings – A problem is put forward and the attendees will consider the
solutions and resolve the issue.

 Consulting meetings – Where members meet to discuss planned policy reforms or other
changes within the organization.

 Informing meetings – Where members meet and the chairperson imparts particular
information or decisions they have made.

Meetings can come to conclusions quicker due to the smaller number of attendees and
smaller-scale issues. They are far less expensive than conferences.
Conferences:

 A symposium is a conference that focuses on academic or scientific information.

They often associate it with entertainment.

 A workshop is a more practical based conference where they take a hands-on

approach and attendees get to take part and receive first-hand coaching.

 A seminar can be educational oriented lectures or presentations on a particular

topic. There can be multiple speakers but often only one. They are commercial in
nature.

The conferences will have a larger attendance and attendees come from wider
organizational backgrounds so a far greater diversification in points of view and
topical knowledge is attained. Conferences are more likely to have more
knowledgeable speakers as experts are recruited for the presentations.
 H.BUSINESS TRAVEL
What Is Business Travel?

Business travel is a journey specifically taken for work purposes and doesn’t include
daily commutes, leisure trips or holidays.

According to the WTO (World Trade Organization) around 30 per cent of international
trips these days are for business – and business travel shows no sign of slowing down.
Even in this world of instant communication and social media, business travel is as
necessary and advantageous as ever.
Difference between Business Travel and Leisure Tourist

Every day, people move from one place to another, either

from City to City, State to State or Country to Country. Most of
these travellers travel for different purposes. Some travel for
business purposes and others for leisure.

Some travel for months, weeks, days and sometimes, for less
than twenty-four hours. If you are a traveller—or would-be
traveller—it is necessary to know the difference between
business and leisure travel.
 Business Travels

Business travel can be seen as leaving one place to another to

attend to an important need that will enhance your personal or
business revenue.

It will require you meeting with clients or colleagues to dialog or

negotiate on issues that will affect one or more business ventures. It
involves working away from your workplace or home.

It may not be convenient, but it is necessary and important. It may be

a personal assignment or part of your job responsibilities if you are
employed in an organization. If you run your own business, it may be
a way of expanding your business network and relationship.
 Leisure Travels

On the other hand, leisure travel is focused on recreation, sport,

tourism, and entertainment. It is most times, not a need, but a
want. It is a personal desire that may not be necessary or
important.

Most times, it is planned, over time, with personal income or as it

may be part of the bonus that comes with working in a
company. Most people travel for leisure just to get away from
the everyday routine of working to relax and rejuvenate.
 What are the main reasons for business travel?

 Networking. A handshake followed by a face-to-face chat is

still the best way to meet and get to know someone – much
better than Skype calls or reading dozens of emails and text
messages. You may also want to personally show your
leadership skills.

 Examples & samples. You may need to take examples or

samples of your work or see examples or samples of
something you’re considering investing in. Explaining
something – such as a product or service you offer – while
with someone and actually seeing they understand is much
better than any other way.
 Be personal. You want to meet suppliers, customers or clients to take them for
drinks and a meal and personally give them a gift as a way of showing your
gratitude. You want to show them that they are worth the time that it takes to
make a personal visit.

 Check conditions. You prefer to visit suppliers to see everything looks fine. For
example, someone having T-shirts made wants to see the conditions for workers
are good. Or you are supplied food products and want to see where it grows and
the facilities where it’s produced and packaged. These conditions can never be
properly assessed through a flat screen.

 Location location location. Your company may have offices in various locations
and it’s helpful to visit so you know the environment. Or you may need to inspect
something for work purposes, such as a plot of land you’re interested in.
 Attending meetings and events. You need to attend a meeting, lecture, exhibition or
show that’s relevant to your business.

 Search the world. You want to look for or confirm new products are right for your business.
You want to meet potential new suppliers or employees.

 Doing a deal. Business advisers Oxford Economics discovered through research that
potential customers are nearly twice as likely to sign with you if you have a face-to-face
meeting. So it’s definitely worth making that trip to see them.

 Incentives. These trips are to motivate employees, and involve such as going on team-
building weekends – which although might involve a leisure event are essentially for
business purposes.

Business travel in some form has been undertaken since the time people started trading with
each other. In fact, many of today’s roads started as thoroughfares for people taking such
as livestock or their wares to a weekly market.
Thank you