MICE Worldwide Market Report
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Providing the most comprehensive and up-to-date information and analysis of the MICE Worldwide market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this Report
This report provides an overview and update of the worldwide MICE sector, a distinct sub-segment of tourism. The acronym MICE stands for ‘meetings, incentives, conventions [or alternatively conferences] and exhibitions’ [or alternatively ‘events’]. While MICE-related activity is generally considered to be a sub-segment of business travel, some conferences or exhibitions (for example art fairs) include elements of leisure.
While meetings, conventions and exhibitions are quite straightforward concepts and generally well understood, the term ‘incentive’ takes on a particular meaning when used in a MICE context. It refers to trips organised within an organisation or business to reward key employees (for example the best sales people of the year). The trips generally feature luxury or upscale accommodation and include group activities, such as white-water rafting or bungee jumping. Besides identifying and recognising key employees, another objective of incentive trips is to build team spirit, to foster a corporate culture and to facilitate networking among staff members from different parts or regions of an organisation.
While MICE travel is generally the most economically sensitive segment of business travel, incentive travel is particularly so, due to its purely discretionary nature. For instance, if times are hard, incentive trips can be completely eliminated without any short-term impact on a business, whereas sales calls may be deemed necessary even in the face of budget cuts.
This report looks at the following areas:
- What is the outlook for MICE events by industry?
- What is the outlook for MICE events by major country/region?
- How is technology impacting meetings?
- What is the potential for online booking of MICE events?
- What role do travel management companies (TMCs) play in the MICE sector?
- What are the trends concerning incentive travel?
- Which are the leading destinations for international association meetings?
- Where are the biggest exhibition halls located?
Expert analysis from a specialist in the field
Written by Jessica Kelly, a leading analyst in the Tourism sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Conference attendees are no longer content to sit passively through endless lectures, presentations and roundtables. Especially with the rise of the Millennial cohort, participants demand to play a more active role in the events that they attend.
Senior Tourism Analyst
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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