MICE

Presentation by PUA,PAGADOR,MEDINA
introduction to
Meetings
Incentives,
Conferences, and
Events
Management (MICE)
What is Mice?

Meetings, incentives, conventions, and exhibitions (MICE)

are a part of the larger field of tourism. MICE is a sector of the tourism
industry where the public assembles for celebration, education, marketing,
and reunion. Each of these primary activities encompasses the profession
of events management.

· Meeting – This is a general term that pertains to the gathering of people to discuss a set agenda or
do a particular activity.
· Incentive – It is a tool to encourage employees to increase sales or provide solutions.
· Convention – This refers to a large, national, or international meeting held to commemorate a
milestone for the host organization. It is usually held at regular intervals, where each staging is given a
theme and wraps up after two (2) to five (5) days or more.
o Congress – It refers to the regular gathering of people who belong to religious, cultural, or
professional associations.
o Conference – This is a scholarly gathering to exchange views and, consequently, to convey a
message, open a debate, or give publicity to some opinions on specific issues such as climate change
and tourism sustainability.
· Exhibition – Also referred to as expositions, this showcases new products, services, information, or
promotional materials mounted for public relations, sales, and/or marketing.
o Consumer Show – This is a showcase of products that are offered to the public, mostly for direct
sales or promotion to end users.
o Trade Show – This refers to commerce on a bigger scale. It brings industry players together,
targeting similar

· Exhibition – Also referred to as expositions, this showcases

new products, services, information, or promotional materials
mounted for public relations, sales, and/or marketing.
o Consumer Show – This is a showcase of products that are
offered to the public, mostly for direct sales or promotion to
end users.
o Trade Show – This refers to commerce on a bigger scale. It
brings industry players together, targeting similar.
What is Mice
Origin?
· The first historical approach or origin of the MICE industry in
Europe took place in 1814 when the Congress of Vienna was
celebrated, as well as many other meetings on political, religious
and cultural issues.
· Much of the story begins in 1841. That year, Thomas Cook, a
famous British businessman, organized transportation for 540
people to the annual Temperance Convention Association.
· Years later he decided to set up a travel agency called Thomas
Cook & Son, which is considered to be the first travel agency in
history.
MICE SHORT
BACKTGROUND
MICE stands for Meetings, Incentives, Conferences &

Exhibitions. It is business tourism at its finest, aimed at
bringing together top professionals from every sector in
an enhanced, tailor-made hospitality setting.
MICE HISTORY
The beginnings of the meetings industry can be traced back to Europe and North-America.
The course of their development :
19th century
· Universities had an increasing need to share information in academic circles, which led to
an increasing number of gatherings and also created the need for larger public spaces for
this purpose.
Detroit, Michigan
· The first time in history, to employ a salesman to invite meetings to be held in their town. In
this way, the first convention bureau was established, and so 1896 was the year when the
industry officially came into being.
· The birth of the MICE industry

---social benefits of hosting meetings, a group of entrepreneurs decided, for the first time in
history, to hire a vendor to recruit and host meetings across multiple industries for their city of
Detroit, Michigan. In 1896 the first Convention Bureau was established in the United States. So
this is the year he thinks the industry was officially born
1960
· followed a continuous growth of investments into the infrastructure with the purpose
to support conferences, conventions, meetings and events. These investments amount to
dozens and hundredths of millions of pounds.
· Some of them, in Great Britain: the Sheffield Arena (capacity 12.000, 45 million pounds),
the National Arena, Birmingham (capacity 13.000, 51 million pounds), the Wales
Millennium Centre, Cardiff (capacity 19.000, 104 million pounds).
· Investments were made also in North America, Australia and Africa (especially in South
Africa).
· Sava Centar in Belgrade, the largest convention and business centre in the region, was
built in 1977 with a capacity to host up to 4000 delegates.
The first incentive trip

· In the United States in 1910 by the National Cash Register Company of Danton, where
agents and distributors attended and were rewarded with a free trip to New York for their
excellent results, applications, and job performance.
At the beginning of the 20th century
· More and more events and participants were included in the industry, so better training
was introduced for those involved in the organization, especially those who worked in sales,
which was the most important area.
How was the MICE industry affected by the world wars?
Due to the influence of the world wars and their aftermath, there were very few congresses
and conferences in the period from
1914 to the end of 1945
· The industry did not develop particularly well during this period.
From the 1950s

· The industry experienced a boom, largely due to the accelerated growth of multinational
companies and agencies, and the need for topical training for companies and their employees.
Post-war MICE industry

· After World War II, tourism in general underwent an incredible transformation and became a
mass phenomenon, largely due to the development of commercial aviation, which prompted
investors to give the industry a major boost.
Since the 1960’s there has been increasing investment in infrastructure to support
conventions, conventions, meetings and events around the world.
Some such infrastructures in Europe were the Sheffield Arena, the National Arena and
the Wales Millennium Center in the UK. On the other hand, the Convention Bureau of
Belgium created the first Convention Bureau on the continent.
Infrastructure investments were also made in North America, Australia and Africa
(particularly South Africa). The Sava Centar in Belgrade, the largest congress and
business center in the region, was built in 1977 and has a capacity of about 4,000
people.
These types of investments continue to be made today, as most of them are

economically and socially significant and offer their countries the opportunity to
position themselves on the map of top MICE destinations.
The most important associations of the MICE industry
Apart from the historical facts that mark the development of this tourism industry, the
creation of professional associations in this field also contributes to its history.
Below are some of the most important associations in the
MICE industry and the year they were founded:
1928 – International Association for Exhibitions and Events
(IAEE)
1957 – Professional Association for Convention Management
(PCMA)
1958 – International Association of Conference Centers (AIPC)
1963 – International Congress and Convention Society (ICCA)
1964 – European Association of Conference Cities (EFCT)
1968 – International Association of Professional Convention
Organizers (IAPCO)
1969 – British Association of Conference Venues (BACD)
1972 – International Conference (MPI)
1975 – Meetings and Events Australia (MEA)
1981 – Association of British Professional Conference
Organizers (ABPCO)
1990 – Association of the Meetings Industry (MIA)
Importance of
Meetings Incentives, Conferences, and
Events Management (MICE)
The introduction to Meetings Incentives, Conferences, and Events Management (MICE) is
of utmost importance for individuals and the industry as a whole. It provides a solid
understanding of the sector, facilitates professional development, offers diverse career
opportunities, drives economic growth in host destinations, and fosters networking and
collaboration. By recognizing the significance of MICE, individuals can contribute to the
industry's growth and play a vital role in shaping the future of business events.
Benefits of taking to
Meetings Incentives, Conferences, and
Events Management (MICE) in tourism
Taking an introduction to Meetings Incentives, Conferences, and Events Management (MICE)
course in tourism offers numerous benefits for individuals interested in event management within
the tourism industry. It provides industry-specific knowledge, develops transferable skills, expands
career opportunities, and contributes to the growth of the tourism sector. By acquiring MICE
expertise in the context of tourism, individuals can play a vital role in creating memorable
experiences, promoting destinations, and driving the sustainable growth of the tourism industry.
What are the challenges of MICE TO
TOURISM INDUSTRY?
Competition: The mice industry is highly competitive, with numerous destinations and
venues vying for business.
Economic fluctuations: The mice industry is sensitive to economic fluctuations. During
periods of economic downturn, companies may cut back on business travel and event
budgets, impacting the mice industry's revenue and growth. Seasonality: Some destinations
may experience seasonality in the mice industry, with peak periods for events and
conferences followed by slower periods.
Infrastructure and facilities: To host mice events successfully, destinations need to have
adequate infrastructure and facilities, including convention centers, hotels, transportation,
and technology.
Changing event formats: The mice industry has seen a shift in event formats, with an
increasing emphasis on experiential and immersive experiences.
Security concerns: With the rise of global security threats, event organizers and attendees
are increasingly concerned about safety and security measures.
Environmental sustainability: The mice industry, like other sectors of tourism, faces
challenges related to sustainability.
Technology integration: Technology plays a vital role in the mice industry,
from event registration and ticketing systems to virtual and hybrid event
platforms.

Political and social instability: Political unrest, natural disasters, or social

issues in a destination can significantly impact the mice industry.
Rising costs: Costs associated with hosting mice events, such as venue
rentals, catering, marketing, and logistics, can be substantial.

What are the trends in MICE?

One of the most well-liked MICE industry developments over the past
several years has been the integration of social media into events. It
is becoming even more significant, if you can imagine that. Social
media is crucial for events because it promotes involvement and
connection. Our consumers are really enthusiastic about initiatives
like giving extra food, having a low carbon impact, and conserving
energy resources. One of the major trends is personalization. It
necessitates giving clients more options, such as fresh meeting
arrangements and motivating activities. The COVID-19 epidemic
hastened the acceptance of hybrid events, which blend real-world
and virtual components. Given that it enables greater audience
engagement and expanded reach even when travel is restricted, this
trend is expected to continue.

MICE

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Presentation by PUA,PAGADOR,MEDINA

Meetings, incentives, conventions, and exhibitions (MICE)

· Exhibition – Also referred to as expositions, this showcases

MICE stands for Meetings, Incentives, Conferences &

· The birth of the MICE industry

The first incentive trip

From the 1950s

Post-war MICE industry

These types of investments continue to be made today, as most of them are

Political and social instability: Political unrest, natural disasters, or social

What are the trends in MICE?

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