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The main purpose of MICE trips is business. Generally, they bring large groups together for a specific purpose.
Other common terms are ‘Meetings industry’ or ‘Events industry’.
MICE is a sub-segment of business travel, but it can also involve a leisure component.
Developing MICE can have great advantages for a destination, such as: developing of better tourism infrastructure, stimulating the tourism economy especially in low season, etc.
Companies tend to choose meeting locations based upon their core business values and relative expensiveness. They do not stray too far from their headquarters. The incentives market is slightly more diverse with firms liable to send employees to more exotic long destinations.
An increasing recognition that motivational programmes are important for staff retention means that the incentives market will increase in the coming years.
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