THE M.I.C.EINDUSTRY

M – MeetingsI - IncentivesC – ConventionsE – Exhibitions/Events

What is M.I.C.E.?

Meeting – is a conference, workshop, seminar or other event designed to bring people together for the purpose of exchanging information.Meetings do not include exhibits.

What is M.I.C.E.?

Incentive Travel – is a travel that is given to employees as a reward for outstanding performance

What is M.I.C.E.?

Convention– is an event in which meetings are combined with exhibitions.

What is M.I.C.E.?

Exhibition– is an event designed to bring together providers of products, equipment and services in an environment in which they can demonstrate their products and services to a group of participants in a convention or trade show

What is M.I.C.E.?

Event– is anything that happens or a very important occurrence. Events can range from local, national, regional and international.

The Role of M.I.C.E. in the Tourism Industry

$ 300 billion global MICE Market50 million trips each year worldwide for MICE purposes

Of the $ 300 billion global M.I.C.E marketMeetings and conventions account for $ 280 billionIncentive travel $ 8.5 billion Exhibitions for several billions more

M.I.C.E

Stable source of foreign visitors

Most resilient sectorLess susceptible to price fluctuations & seasonality- increase hotel occupancies even on lean months

M.I.C.E

Quality Visitors

Higher disposable income Large users of tourism facilities Spend up to 3 times more than average tourists

M.I.C.E Require massive manpower support

Boost retail sales

Increase tax revenues

TOURISM ACT OF 2009 Republic Act 9593

Section 45“It shall market the Philippines as a major convention destination in Asia. To this end it shalltake charge of attracting, promoting, facilitating,and servicing large-scale events , international fairs and conventions, congresses, sports competitions, expositions and the like.

Strategies to Capture Global M.I.C.E. Market

Develop more MICE destinations outside Metro ManilaImprove support infrastructureRaise industry capabilitiesCreativity, innovationHone the skills of tourism workforce

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Expectation of attendees when Attending conventions or events

a) They expect the event to be productiveb) Attendees expect that they will do serious

business and at the same time allow them to grow personally

c) They expect the convention or event to provide high level of service.

Key Players in the IndustryoAssociationsoConvention CentersoProfessional Congress OrganizersoProfessional Event OrganizersoDestination Management Companies

Key Players in the IndustryoEvent Management CompaniesoMeeting and Event PlannersoTradeshows and expositionsoHotelsoConvention and Visitor BureausoIncentive Travel

Qualities of an event organizer

• Organized• Creative• Resourceful• Eye for details

Qualities of an event organizer

• Patient• Flexible• Friendly• Hospitable

References

Dela Rosa,L. (2010, March 5). Promoting MICE Industry in the Philippines. Hospitality and Tourism Students’ Congress, Central Philippine University, Iloilo

Cruz, Z.(2002).Seminar and Convention Management. Manila:n.p.

Thank you!

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