Offering easy-to-use tools and a 24h support team, InEvent empowers businesses to build strong customer relationships through memorable virtual and hybrid experiences. Are flexible. However, as younger business travellers are seeking authentic travel experiences to enjoy while away from home on business, Airbnb is also an important channel and the OTA has created a unique page on its website for business travellers: Feel at home, wherever the job takes you. Incentive travel, whether theyre large events or exclusive meetings, involve a lot of prior arrangement. For instance: cities like Orlando, Florida (FL) and Chicago, Illinois (IL) are ready to hold over 200 corporate conferences every year. European buyers are very keen to work with suppliers who have one or both and you should consider how to promote your sustainability actions as a tour operator. Let us now make a brief review of the Spanish geography to know which are currently the cities with the most business tourism in Spain. Thus, MICE events are considered one of the main solutions for the seasonality of destinations. A full recovery to pre-pandemic levels is expected by 2025 and the value of the sector is projected to reach US$1,439.3 billion in the same year. Millennials are the key market currently for MICE. The Bottom Line. The operator is a member of several associations including the Association of the Indonesia Inbound Tour Operators Association (INTOA) and Pacific Asia Travel Association (PATA). There are different types of incentive travel, including: Research has demonstrated that incentive travel is an important corporate culture builder. Not spying in an illegal way. The Asia Pacific region is predicted to witness the highest growth rate until 2025, driven by China, India and Singapore. What is MICE. Association for Tourism and Leisure Education and Research annual conference, Business tourism explained: What, why and where, Workation explained: What it means and how it works, The most attractive countries offering the digital nomad visa, 30 fascinating facts about the deserts of Arizona, 16 Fascinating Facts About Boreal Forests, 30 magnificent things Michigan is known for, It facilitates the access to new technology, It provides high yield and return per capita, It enhances the international economic contact, Transport providers (international and domestic), Those who provide pre- and post-conference tour opportunities, Staff at specific venues purpose built centres and hotels, Professional conference and exhibition organisers andcatering services, Social program leaders for delegates and participants, Specialised technical support such as audiovisual services. Offsite events tend to increase the motivation of workers thanks to breaking with the work routine, they help to strengthen interpersonal relationships both internally and between workers and clients, and encourage the exchange of ideas and projects. Team-building events are common in the corporate sector, and industry events, tourism for example, are often high-profile and costly to implement. MICE event locations are normally bid on by specialized convention bureaus in particular countries and cities and established for the purpose of bidding on MICE activities. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience. Facilities/amenities at destination may be improved to attract businesses, for example, infrastructure, technology, accommodation. Because of that, businesses are increasingly incorporating experiences to their marketing strategy. Three steps to enhance your marketing strategy with recurrent events. Examples include: The main OTAs that serve the MICE market are Expedia and Booking.com for booking flights, hotels and car hire. OTAs are also often used by individual business travellers who make their own direct arrangements for their leisure time. Chinas MICE industry looks set to benefit from the development of new technologies developed in China to support the industry. As MICE event has a limited duration, it can boost the economy of a whole city, country or region. For Singapore, which relies on MICE heavily for its tourism industry, the MICE business contributes even more to the nation's economy . Please review our market information disclaimer. The operator also founded MICE Indiaa, an award-winning specialist digital MICE magazine that offers a range of executive MICE development training and management programmes for the sector, as well as publishing expertise and insights. Technology innovation to support hosting virtual and hybrid events were being developed by venues and accommodation providers to support activities such as online registrations, live streaming and virtual reality booths. Consult the CBI study, How to respond to COVID-19 in the tourism sector for tips on preparing for the future recovery of the tourism sector. MICE tourism can be beneficial to a destinations economy. Furthermore, this study aims to examine the trends of each topic within news articles and identify the characteristics of topics over the past 30 years by developing graphs. The Thai Incentive and Convention Association (TICA) was established in 1984 as a non-profit organisation and includes hotels, DMOs, tour operators, professional convention and exhibition organisers, contractors, venues, local attractions and other travel industry suppliers among its members. Today, there are several webinars on business travels that highlights the features of MICE tourism and how you can leverage on them. Smaller events and individual business travellers are the easiest and most convenient to target. The World Travel & Tourism Council (WTTC) has launched a new set of measures to rebuild consumer confidence, reduce risk and encourage travel to resume. In brief, hotel meetings and corporate events are great way to boost revenue and secure those extra bookings. rights The increase in demand for bleisure experiences (defined as leisure mixed with business) offers local tour operators significant opportunities to develop suitable products for the market. Examples of travel and tourism related conferences include: Whilst COVID saw conference organisers adapt and move online during the pandemic, there will always remain a space for physical conferences. It generates employment throughout the year both for hoteliers, hoteliers and other professionals in the sector as well as for event and travel agencies. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Don't miss any news and discover the latest trends in event organisation. As an emerging market, the value of Indonesias MICE industry is set to exceed US$3.5 billion by 2025. The companies associated with this municipal body will play an important and even more central role in the capital's MICE . Conferences can last a day or a week or more, depending on the structure and purpose. Flexibility is an important factor that business planners will be looking for from their suppliers. Who are MICE travelers and what they look for. The corporate events work on the development of the professionals already working in the company, through lectures, congresses and training opportunities. The Thailand Convention and Exhibition Bureau (TCEB) promotes, develops, regulates and facilitates MICE to an international market. Corporate partners and customers are prominently listed, which is a good idea to foster trust among new customers. Do your research. Artem has a doctor of veterinary medicine degree. According to the Brazilian Association of Events Companies (ABEOC Brazil), there are around 10,000 venues available for hire, and the MICE industry generates more than R$ 67 billion (11 billion) annually. Source: Exhibit from For corporate travel, a long recovery ahead, August 2020, McKinsey & Company,www.mckinsey.com. MICE tourism is typically tourism provision that is planned in advance and designed for large groups of people for particular purposes. Besides, one needs to go out there and explore. Audit your current trips to identify those that might be suitable to adapt for business travellers. Many countries. Although we have already spoken extensively about the types of MICE events in the article on types of corporate events, it is useful to review certain particularities of each one. At Dextail, we are specialized in organizing events for companies and business meetings, and we have extensive experience making a multitude of corporate events a success. If changes are required or issues or problems arise, meet that challenge with a can do attitude to meet their needs. Mexico City and Cancun in the Mexico Caribbean region are MICE hotspots on account of excellent facilities including numerous 4 and 5 star hotels and venues. What impact does it have on Spanish tourism? Individual business travellers also expect a high level of customer service, safe and comfortable transportation, clean and comfortable accommodations, whether facilities are luxury or more basic, and high-quality catering. For the Event Planner, DMC, PCO, or Live Marketing Agency, the customer is a corporation or association in the pursue of having a successful event organized. Despite involving different sizes and complexities, all of these event types got one thing in common. In summer of 2021, the COVID-19 pandemic continued to have a considerable impact on the tourism industry worldwide. It has provided services for a range of corporate clients, many of which are featured on its website, and features a range of gallery images to showcase its products. Neighbouring countries tend to be under similar restrictions, such as Bangladesh, countries in southern Africa, and other South American countries. Required fields are marked *. Individual business travellers cross all the major consumer groups of Baby Boomers, Gen X, GenY/Millennials and the newest generation to enter the workforce, Gen Z. Millennials travel most for business, and are very keen to do so. Figure 2: Popularity of Bleisure is Increasing, Source: Global Business Traveler 2021 Report, SAP Concur/Wakefield Research. Incentives are travel rewards a company may provide in return for excellent professional performance from individual employees, groups or partners. The strategic agreements covered exchange of best practice, joint promotional campaigns and sharing of key information for mutual benefit. reserved. This represented a contribution of 1.5% of the national GDP. It is important to focus on the local and regional markets in the short to medium term while the long-haul business travel market begins to recover. They often include not only key members of the organization, but also guest speakers and the general public. It specialises in the Eastern European and Russian markets and takes part in a number of international fairs in its key regions each year. I have no forecast to work in any other industry, says Paula Lewis, Marcomm professional that organized events to brands such as Visit Florida and Choose Chicago. MICE tourism can also help to contribute to community building, urban renewal, and growth of the national identity (Getz,2008). MICE tourism is business tourism that includes Meetings, Incentives, Congresses and Events. Bleisure travellers do not necessarily plan or book their experiences in advance, giving good opportunities to market activities at the destination. MICE Tourism has a series of distinctive characteristics that set it apart from the remaining subsectors of tourism6: The concentration of the convening of meetings, congresses, conventions, fairs and other corporate events held during the rest of the year, reflecting mostly Therefore, local and regional travel for smaller meetings/events is likely to resume more quickly than large conferences and exhibitions in long haul destinations. this industry alone generated more than US$ 1 trillion, predicted to grow to an outstanding US$ 1,5 trillion, a survey done by The Incentive Search Foundation, Meeting City ranking of Union of International Associations (UIA), generate an annual turnover of 290 billion Euros, 178 billion Euros in 2018, representing 14,6% of the countrys GDP, I have no forecast to work in any other industry, MICE travelers also usually spend 17.5% more than leisure tourists, IAPCO International Association of Professional Congress Organizers. It is important to listen to what employees have to say, as they feel valued and, consequently, improve productivity. This is good to engender customer confidence when considering travel. More than one quarter of business travellers are prioritising alternative modes of transport such as car and train, over air travel, and travel managers have a stronger focus on offering products that are sustainable. Which trends offer opportunities or pose threats on the European outbound tourism market? Table 3: Demographics of the Travelling Consumer, Source: Acorn Tourism Consulting; *Hipmunk. To speed up the resumption of business tourism for European business travellers, the introduction of COVID passports or vaccine health certifications were being assessed. The State Statistical Office of North Rhine-Westphalia, IT.NRW, registered 3.2 million arrivals and 5.6 million overnight stays in Cologne . Therefore, corporate events can function as a motivating action, especially when aligned to meet the wishes of employees. All rights reserved. Bleisure travellers often bring family members with them on a trip, which means that operators can also promote their products to a wider audience. Keith Hollinshead (2019) refers to it as tourism world-making, or the way in which a place or culture is marketed and/or presented to tourists. This niche hospitality market has seen hotels having to create jobs for innovative meeting planners and professional conference services staff, as well as develop industry-specific programs to add new dimensions to their overall service infrastructure. Training, exchange of expertise or networking among workers of the same sector. European tour operators that sell MICE products to European business tourists are bound by strict regulations to ensure the safety of their travellers and to protect them financially. You must be clear about the protocols and standards that you have in place to protect visitors. The event brought together suppliers and buyers and it was hoped to stimulate continued business so the industry will be ready to compete internationally when borders reopen. MICE tourism is an important part of the tourism industry in the South American region.