M.I.C.E. 

MICE is an acronym for the 
Meetings
Incentives
Conventions
Exhibitions
 tourism segment.

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.

M
Meetings
In meetings, groups of at least 10 people from corporate organisations come together in one place. This can be on an ad hoc basis or according to a set pattern. Examples are: board meetings, product launches, sales meetings, presentations, annual meetings, trainings.
M
I
Incentives
Incentives are corporate-sponsored trips for employees, distributors or clients. Unlike the other types of MICE, incentives are focused on leisure rather than business. Companies use them to: reward performance, motivate work effort, create company loyalty.
I
C
Conferences
Other MICE definitions may use the term congresses or conventions for similar meetings.Conferences are meetings where hundreds or thousands of people participate. These people share a common interest, such as their job or industry, culture, religion or hobby. They are often organised by industry or trade associations.
C
E
Exhibitions
Exhibitions are professionally organised events where products and services are displayed. They are a cost-effective way for buyers and sellers to meet. Most exhibitions take place annually, at the same location. They are usually organised by associations. Other MICE definitions may use the term events. However, this term can be misleading. Tourism related events often attract more leisure travellers than business/professional travellers.
E

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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