Mice Tourism - A Brief Insight With Focus On India

MICE Tourism – An Introduction

Proprietary copy of CopperBridge Media


The Meetings, Incentives, Conferences and Exhibitions (MICE) industry is extensively and
rapidly growing and is largely associated with travel for business purpose

Each different subsections of MICE have quite different characteristics but as a whole they
are referred to as MICE Tourism.

The MICE industry - a service industry combining trade, transportation, finance, and
travel—has been active in Europe and America for over a century.



Despite the development of
telecommunications and the current The first organized
travel happened
financial crisis, the need for direct
within the framework
contact has always existed and will
of a congress visit in
always be there.
1841 when Thomas Cook arranged
Today, countries all over the world are the transportation for 570
putting their best foot forward to participants of the annual congress
of the Antialcoholics Association.
develop the MICE industry as a means to
enliven national economic development.



MICE
Meetings can be Formal or informal deliberative assembly of individuals called to
debate certain issues and problems, and tov
take decisions.

MEETINGS

Corporate Meetings Non-Corporate Meetings

Internal External In / External NGO IGO

Associations

Academic Conferences Professional Meetings



MICE
Incentive travel has emerged as a
popular means of rewarding the
employees’ achievements and
contributions, by several business houses
especially multinational companies,
Insurance Companies, Banks etc.
v
One of the main reasons why corporates
spend on this segment is that an executive
travelling abroad, whether to attend a
conference / exhibition or even on a
holiday, is bound to strike business
opportunities during the visit.

Incentive Tours
market has become
the fastest growing sector
within the tourism
industry.



MICE
Conferences or conventions are generally described as multi-day
events attended by at least a hundred delegates for the purpose
of exchanging business information.

The difference between meetings and conferences lies in, both,
v
the number of people attending and the duration of the event.



MICE
Factors used for Considering the Venue for an International Conference

Rank Factor Score

1 Business / Networking 7.8

2 Total Cost 5.8

3 Conference Facilities 5.6

4 Miscellaneous Facilities 5.6

5 Connectivity 5.4

6 Accomodation 4.4

7 Immigration 4.0

8 Tourism 3.1

9 Other Recreation 3.1

(Source: Consumer Survey)



MICE
Exhibitions involve the drawing together of
corporate leaders and business-minded people for
the purposes of viewing products and services of
different enterprises and business groups.

The E in MICE is sometimes also applied to Events.
v
In such cases it covers corporate events or it could
even be sporting events.


Importance for Destinations



International Congress & Convention Association (ICCA) statistics
MICE could be counted show, that a total of 400,000 conferences and exhibitions are held
on to bring enormous worldwide every year at the total outlay of US$280 billion.
economic benefit to
the countries and cities The Global Association of the Exhibition Industry (UFI) points out
that host them. that as annual MICE industry output value has already reached
US$1.16 trillion (including US$400 billion for conferences and
US$760 billion for exhibitions).



Statistics show that the average spending level
(not including tour fees) of European MICE
tourists is 700-1000 dollars per day, while the
figure is 400 dollars per day for Asian tourists.

According to Gilbert Whelan,
former Chair of the Pacific
Asia Travel Association PATA,
now Director of MICE
Vietnam Club, MICE tourism
can bring the revenue much
higher than other normal
types of tourism.



The main advantages of the growth of MICE
tourism for Destinations are:

• The economic growth of the region as a whole
gets a boost
v
• It results in the development of better
infrastructure, mainly in transportation,
accommodation and air services



The main advantages of the growth of MICE tourism for It has been
Destinations (contd.) found that around 19% of
delegates travel with at least
• The different events attract investors from other parts of the country and one accompanying person and
the world that 39% of them visit other
v areas either before
• The elements of relaxation, shopping and sightseeing are usually or after a meeting or
included in MICE trips conference.



Top 10 destinations for MICE business
( The International Conference and Convention Association (ICCA) publication )

The new top 20 country rankings, The top 20 city rankings, again going
according to the number of confirmed by the number of meetings hosted in
major meetings held, are: 2011, are:

1. USA – 759 meetings 1. Vienna – 181 meetings
2. Germany – 577 2. Paris – 174
3. Spain – 463 3. Barcelona – 150
4. UK – 434 4. Berlin – 147
5. France – 428 5. Singapore – 142
6. Italy – 363 6. Madrid – 130
7. Brazil – 304 7. London – 115
8. China – 302 8. Amsterdam – 114
9. Netherlands – 291 9. Istanbul – 113
10. Austria – 267 10. Beijing – 111


What MICE Destinations Offer



Some of the factors that lure Indians to international MICE
destinations include:

Value for money: Destinations like Sri Lanka, Thailand, Dubai
and others have reduced their costs to provide an attractive
option to Indian domestic destinations.

Close proximity: Dubai, Sri Lanka, Malaysia, Thailand and
Mauritius are just a few hours away.

Accessibility: Different airlines have increased the frequency
of their flights and added on more seats, so now Indian
travellers have easy connectivity to several international
destinations



Some of the factors that lure Indians to international
MICE destinations (contd.)

Proactive tourism boards: They regularly participate in
trade shows and conventions here to market their
countries as attractive MICE destinations by offering
advice regarding accommodation, venues, transportation
and other services.

They also offer Indian business travellers a plethora of
v
incentives such as preferential airfares, accommodation,
transportation facilities and help with custom and
immigration clearances.



Some of the factors that lure Indians to international
MICE destinations (contd.)

Tourist attractions: Leisure-starved MICE travellers find
the lure of the many attractions of foreign destinations
such as theme parks, spas and beaches hard to resist.

Excellent infrastructure: MICE participants are always
drawn towards destinations with excellent infrastructure.

Hassle-free visa regulations: Countries like Sri Lanka and
Thailand provide visas on arrival for Indians.


Indian MICE scenario


Indian MICE Scenario

With the splendid Himalayan ranges in the north and an endless stretch of
golden beaches in the south, India is a vivid kaleidoscope of landscapes,
magnificent historical sites, royal cities, rich culture and incomparable
hospitality.



With the burgeoning of Indian enterprise, Indian
business persons are becoming more globally aware and
are increasingly seeking a presence at trade fairs and It was only
conventions across the world. after the liberalization
of the economy
Europe in particular is attracting huge numbers of in the early 1990s that
Indian exhibitors and visitors. MICE travel got a
boost in India.
Formerly, the restrictions on foreign exchange were a
big deterrent.



ICPB, the MICE Ambassador of India
India Convention Promotion Bureau (ICPB) is a management oriented
organization that has been promoting and establishing India as a
preferred MICE destination.

For the past 25 years, under the direction of the Ministry of Tourism,
Government of India, ICPB has been providing free information and
v
infrastructural assistance to its members in organizing and hosting
many successful international conferences and conventions.



In the Asia Pacific region, Indian business travelers rank second
in average number of trips taken during the first six months of
the year 2011.

As a side note, the Accor survey shows that business travelers
are very much eco – conscious.

Hong Kong
India would choose a hotel
simply because it is
Singapore
more environmentally
conscious

would pay extra to stay
The average number of trips for Chinese in a hotel with a superior
Both destinations most frequently respondents was boosted by a significant
environmental commitment
travelled to for business segment of ‘road warriors’ –
to a similar standard hotel
15% took 20+ business trips in the first
6 months of the year. in the same location.

( Source: Accor - Asia Pacific Business Traveler Research 2011 )


Short Notes


Short Notes

Compared with traditional tourism sectors, such as
sightseeing and leisure tours, MICE projects typically Increasingly, the
feature greater numbers of tourists, longer dwell periods, success of MICE tourism
higher fees and, most importantly, greater profits. inevitably boosts the host
city's appeal to both
tourists and business
A MICE event is always a showcase for a city's overall image people, a fact that has not
- its history, culture, tourist attractions, economic been lost on many local
development levels and, above all, its future potential. governments.


Short Notes

In India, while the incentives segment is ahead in the race, Such activities help them in launching
the other aspects of MICE are not far behind. A number of new products, attracting new clients,
Indian business groups and exporters regularly participate increasing sales, and exchanging
in international exhibitions and trade fairs related to useful information.
consumer products, handicrafts and jewellery.


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Sources:
• IIMB-ICPB Study for Ministry of Tourism, Government of India
• Meeting, Incentive, Convention, and Exhibition (MICE) Industry:
Analysis & Investment Opportunities [Taiwan]

• www.letstravelzine.com • www.vietnamnet.vn
• www.chinadaily.com.cn • www.icpb.org
• www.seebtm.com • www.eturbonews.com


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