REVIEWER IN MICE

MARCH 1 WED (3:30PM-

5:30PM) PRE-LIM

MEETINGS, INCENTIVE TRAVEL, CONVENTIONS,

EXHIBITIONS AND EVENTS MANAGEMENT:
A PERSPECTIVE
 an increasingly sought-after and competitive high-yield tourism segment and has resulted
in a growing number of meeting, convention and event venues in Asia.
 MICE have the opportunity of being more sustainable for the destination due to its lesser
reliance on mass tourism appeal and greater number of visitors passing through boarders.
 MICE also offer the destination an opportunity to upgrade infrastructure and facilities. A
major consideration is enhancing destination image perceptions to attract regional and
global travelers and investment.
Other term: “business tourism” or “executive travel”
-This is a sector within the hospitality industry aimed at assembling groups of people within a
common venue or setting for a common purpose or set of objectives.
MICE COMPONENTS:
 Meeting: Common to all meetings is a transfer of knowledge, skills and experience as
well as the opportunity for people to gather for debate and discussion.
: The Latin word “conventiculum” was used to mean a coming together, an
assembly or a place of meeting.
o Symposium – formal meeting, normally scientific in nature.
o Seminars – involves greater delegate participation and discussion.
o Workshop – comprises a large degree of small-group interaction and sharing of
knowledge, skills and experience.
o Forum – this where a moderator and a panel of experts, perhaps with opposing
views, discuss and debate on a particular problem or issue.
o Retreat – gathering of a small group of participants, usually in a remote location.
o Clinics – offers specific training on a particular issue to the small group.
o Workshop – type educational experience where attendees learn by doing.
o Lecture – informative and instructional speech.
 Incentive Travel: Incentive travel can be a part of an overall corporate development
strategy that is designed to bring the capabilities out of the employees. The travel
programme should not be an ‘off-the-shelf’ or an everyday tour package.
  Conclave: Gathering of a group with shared or special interests.
 Conference: This is trade, technical, educational and scientific meeting. Conference can
involve multiple activities and collaboration efforts.
 Summit: A conference or meeting of high leaders usually called to shape a program of
action.
 Congress: The term for a formal meeting of the representatives of different nations,
constituent states (political meaning), independent organizations (such as trade unions) or
groups.
 Convention: Used to cover wide range of issues and topics. Size from 200 to 10,000
attendees.
 Assembly: A general or formal meeting of an organization attended by representative of
its membership for the purpose of deciding legislative direction, policy matters, the
election of internal committees, approval of balance sheet and so on.
EXHIBITION also known EXPOSITION (larger scale)
- That products, services or promotional materials are displayed to attendees visiting
exhibits on the show floor.
TYPES:
-Trade show or trade fair is targeted specific clientele or members of a common or related
industry and could be closed to the public completely or initially.
-Public or Consumer show is open to the public that are offered mostly for the purpose of
direct sales or promotion to end users.
FAIR: coincide in a public celebration, commercial or civic activities, fair is defined as
occasional meeting of buyers and sellers specifically to trade.
PARADE: a moving pageant including floats, bands, individual entertainers and dignitaries.

EVENTS AND EVENT MANAGEMENT

-Event comes from the Latin word “e-venire”, which means “outcome” that why it is
commonly understood as an occurrence; something that happens. The outcome could be
planned and unplanned.
-Special Event is defined as “a unique moment in time celebrated with ceremony and ritual to
satisfy specific needs”
 Events Management is a process
Dr. Joe Goldblatt
RESEARCH – DESIGN-PLANNING-COORDINATING-
EVALUATION
Types of events. Events can be classified according to the following:
1. According to purpose – The C’s of events
2. According to the number of participants
3. According to frequency
4. According to impact
-According to Purpose – The C’s of events

 Celebrate: to perform rituals or ceremonies as required by religion, culture or

society. CELEBRATION from the Latin word “celebro”, meaning “to honor”.
 Commune: strengthen bonds of friendship and restore relationship.
 Convene: are events that bring people together to share and pass on knowledge
among peers and colleagues.
 Commerce: Events that bring people together to market and promote product
offerings.
-According to number of participants-
Events may range from few participants to a multitude scale of participants.

 MEGA EVENTS: are events which are expressly targeted at the international tourism
market and may be suitably described as “mega” by the virtue of their size in terms of
attendance.
 HALLMARK: Refers to those events that become so identified with the spirit or ethos of
a town, city or region.
 MAJOR EVENTS: Has a capable to attract large number of visitors to the locale thus
attracting media coverage and has an economic benefit.
 LOCAL/COMMUNITY/MINOR EVENTS: Targeted mainly local audiences and may
appeal to local communities or a selected group of people.
-According to Frequency-
Events that is based on the number of occurrences.
-According to Impact-
Evens that leave an impact in the minds of the audience or participants.
 ECONOMIC SIGNIFICANCE OF
MICE/EVENTS
MULTIPLIER EFFECT – is a direct economic impact, which is equivalent to the “new” money
that
visitor or outsiders bring and this money is circulated through spending in the local economy.

Life Cycle of Events

As it has a dynamic nature, every event will evolve, adapt and change over time, influenced by various
external and internal factors.

Impact of MICE:

- Social and cultural impacts: may involve a shared experience and may give rise to local pride,
validation or the widening of cultural horizons.
- Political impacts: have long been recognized by governments and often include increased
profile and benefits to the host community.
- Environmental impacts: there is a trend internationally to use environmentally friendly
practices within the convention and meeting industry.
: Green meetings are taking place and eco policies are being put into operation.
- Technological impacts: the industry has gladly accepted and embraced new technology, and the
impact has been felt not only in the area of the equipment used to present conference data and
information.
- Economic impacts: serve as catalysts for urban renewal, and for the creation of new tourism
infrastructure.
 Benefits and Challenges of MICE
Regional and international exposure through an enhanced tourist destination image:
being labelled as business or meeting location generally creates more positive travel and
trade image impressions.
Exchange of ideas and knowledge sharing: greater cooperation among those involved
in the convention can lead to more innovation.
Business Networking: it can be used as a marketing tool to stimulate future business
links and trade.
Possibility of leisure tourism: delegate may undertake leisure pursuits over the days of
the meeting.
Access to new technology and upgrading of local travel services: high-tech
communications systems are now considered the norm at conventions and exhibitions.
Local skilled employment: The demand for more facilities and services in turn creates a
greater need for professionally trained workforce in the various skills and knowledge
needed in planning and managing MICE.

DEVELOPMENT OF MICE IN THE

PHILIPPINES
o Philippine International Convention Center (PICC)
o Philippine Convention Bureau (PCB)
o International Monetary Fund - World Bank Joint Conference that signaled the entry of the
Philippines into the world conventions market.
o Philippine Convention and Visitors Corporation (PCVC)
o Tourism Promotions Board (TPB)
o RA 9593 - Tourism Act of 2009, in response to market developments which embraced
the new, more specialized, and quality-oriented Incentive Travel Industry.
o MICE, which stands for Meetings, Incentives, Conventions and Exhibitions/Events.
o Conventions and Incentive Travel (CIT)
DEPARTMENT OF TOURISM ATTACHED AGENCIES
Under the Tourism Act of 2009, there are eight (8) attached agencies, namely:
1.) 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.
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.
 BID PREPARATION:
Matching international account leads with local counterparts with the potential to bid.
 LIAISON SERVICES:
Coordination between the international Host Committee and the Local Counterpart
Organization.
 PROMOTIONAL MATERIAL SUPPORT:
Provision of an adequate supply of specialized information materials on the Philippines
as an ideal destination for MICE groups.
 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.
 AIRPORT RECEPTION:
Facilitate the arrival of incentive groups, convention and exhibition participants and other
guest coordinate with the agency at the airport.

2.) Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

-Formerly known as the Philippine Tourism Authority, TIEZA is mandated to designate,
regulate and supervise tourism enterprise zones (TEZs) as well as develop, manage and
supervise tourism projects in the country.
3.) Duty Free Philippines Corporation (DFPC)
-Mandated to operate the duty and tax free merchandising system in the country.
4.) Intramuros Administration (IA)
-Shall responsible for the orderly restoration and development of Intramuros as a monument to
the Hispanic period of the Philippine history.
5.) National Parks Development Committee (NPDC)
-Luneta Park, Paco Park and Pook ni Mariang Makiling.
Its major thrusts and programs are to:
1. Perform general maintenance work, preservation and beautification of assigned parks.
2. Rehabilitate and develop assigned parks
3. Promote recreational, socio-cultural and educational programs and activities
4. Conduct marketing activities
5. Augment the present security force of the agency

6.) Nayong Pilipino Foundation

-Nayong Pilipino or the “Philippine Village” was conceived by former First Lady Imelda R. Marcos and her
committees of Filipino planners and architects to promote Philippine art and culture.

7.) Philippine Retirement Authority (PRA)

-Is a government owned and controlled corporation established in 1985, under Executive Order 1037.

8.) Philippine Commission on Sports Scuba Diving

-To provide the standard basic dive rules to all levels or kinds of divers, regulate scuba sports and
technical diving in the country and ensure the safety of the sport through the formulation of policies
pursuant thereto, in coordination with the Office of Tourism Standards and Regulations, including the
regulation of the accredited scuba sports and technical diving establishments.

DEPARTMENT OF TOURISM MICE

STRATEGY
1.) Position the Philippines as a preferred MICE venue
The National Tourism Development Plan will detail strategies in tourism investment, access,
product development and promotion, among others.
DOT will heighten efforts to capture more of the MICE market in the next five (5) years by
highlighting gains in business, infrastructure and tour operations.
2.) Encourage Investment in Accommodation Facilities, Convention Centers and Airports
The MICE sector received a significant boost in 2010 with the rise of several new large
– scale accommodation facilities.
DOT will look to Public-Private Partnership (PPP) initiatives in developing airports servicing key
destinations such as Boracay and Cebu.