MICE stands for Meetings, Incentives, Conventions and Exhibitions.
It’s an important industry because MICE visitors are usually on business and often spend more than leisure travelers.
Meetings, incentives, conferences, and exhibitions, or Meetings, Incentives, Conferences, and Events (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose.
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.
Incentive – Meeting event as part of a programme which is offered to its participants to reward a previous performance.
Conference – Participatory meeting designed for discussion, fact-finding, problem solving and consultation. As compared with a congress, a conference is normally smaller in scale and more select in character – features which tend to facilitate the exchange of information. The term “conference” carries no special connotation as to frequency. Though not inherently limited in time, conferences are usually of limited duration with specific objectives.
Exhibition – Events at which products and services are displayed.
There has been an industry trend towards using the term ‘meetings industry’ to avoid confusion from the acronym. On the other hand industry educators are recommending the use of “events industry” to be an umbrella term for the vast scope of the meeting and events profession.
Recently, there has been an industry driven initiative to not use the “MICE Market” label and instead say “The Meetings Industry” which encompasses all the above. The Meetings Industry consists of a broad range of organizers, suppliers and facilities engaged in the development and delivery of meetings, conferences, exhibitions and other related events which are held in order to achieve a range of professional, business, cultural or academic objectives.
The activities of the Meetings Industry are an increasingly significant element in the future growth of the global economy, an essential part of the spread of knowledge and professional practices and a key factor in building better understanding and relations amongst different regions and cultures.
Specifically, the Meetings Industry is a key component of the knowledge economy, acting as a vehicle for business, professional and academic communities to achieve the interactions required to effect the knowledge transfer, collaboration and information dissemination that is the primary purpose of these events.