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22MICE tourism can contribute significantly to the development of a tourismdestination. Europe is a large source market for MICE - Germany, the UnitedKingdom and France are especially interesting markets for MICE suppliers inDeveloping Countries. Small-scale meetings and incentive trips are the mostpromising segments. European MICE buyers want unique experiences that givethem good value for money.The International Association of Professional Congress Organisers (IAPCO)defines MICE as:MeetingsIncentivesConferencesExhibitionsThe main purpose of MICE trips is business. Generally, they bring large groupstogether 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 involvea leisure component.Developing MICE can have great advantages for a destination, such as:81stimulating the tourism economy, especially in low season,developing of better tourism infrastructure,increasing tourism expenditure, MICE travellers generally spend moremoney than leisure travellers, in less time,converting MICE travellers into leisure travellers. MICE travellers canextend their stay, can be accompanied by their partner or can return withtheir family or friends.MeetingsIn meetings, groups of at least 10 people from corporate organisations cometogether in one place. This can be on an ad hoc basis or according to a set pattern.Examples are:annual meetings,board meetings,sales meetings,product launches,presentations,trainings.IncentivesIncentives are corporate-sponsored trips for employees, distributors or clients.Unlike the other types of MICE, incentives are focused on leisure rather thanbusiness. Companies use them to:reward performance,motivate work effort,create company loyalty.ConferencesConferences 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. OtherMICE definitions may use the term congresses or conventions for similar meetings.82ExhibitionsExhibitions are professionally organised events where products and services aredisplayed. They are a cost-effective way for buyers and sellers to meet. Mostexhibitions take place annually, at the same location. They are usually organised byassociations. Other MICE definitions may use the term events. However, this termcan be misleading. Tourism related events often attract more leisure travellers thanbusiness/professional travellers.Small and medium-sized tourism providers in Developing Countries generallyhave limited capacity. In that case, you cannot host very large conferences andexhibitions. This makes small-scale meetings and incentive trips for <50 people themost promising MICE segments. These trips account for around a third of allMICE events for European buyers. For larger-scale MICE, you need enoughcapacity and/or financial means to invest in MICE infrastructure.Leisure tourism and MICE share common infrastructure, such as airlines andhotels. However, they have different characteristics and requirements. Table 1compares leisure tourism and MICE.Table 1.1Comparison of leisure tourism and MICELeisure tourism MICEAudience Consumers Corporations andassociationsParticipants Leisure travellers Business travellersSupply chain Inbound tour operatorsOutbound touroperatorsTravel agenciesPersonal traveladvisorsOnline portals andtravel agenciesBusiness travel / MICEtour operatorsIncentive travel housesProfessional CongressOrganisers (PCOs)Exhibition/eventmanagementcompaniesCorporate travel agentsDestination MarketingOrganisations (DMOs)83Convention bureausProducts AccommodationAttractionsToursExcursionsTransportationRestaurantsShoppingAccommodationMeeting facilitiesSpecial venues, e.g.sporting venues ormuseumsTechnologyTransportationCateringEntertainmentMotivators Destination appealFun/self-actualisationInfrastructure andcapacityProfessionaldevelopmentSource: Gaining Edge consultants, UNWTO and Globally CoolLocation requirements differ per buyer and MICE segment. They include forexample:- distance and connectivity,- destination image,- authenticity,- climate,- safety,- leisure options.In MICE, quality is even more important than in leisure tourism. Businesstravellers generally have higher expectations. European MICE buyers require highquality in all areas, such as:- a high level of customer service,- safe and comfortable transport,- clean and comfortable accommodation,- good catering,- meeting facilities with good Internet access and Wi-Fi.84To European MICE buyers, value for money is more important than price.They are not necessarily looking for an exotic or unknown destination. Theirdestination and/or venue should offer unique experiences and creative MICEprogrammes at reasonable cost.European MICE buyers are quite demanding. They want flexible packages thatsuit their needs and budget. They also expect MICE suppliers to meet deadlinesand contribute ideas. European buyers of MICE work with the very short leadtimes. MICE suppliers also need to be able to work with such schedules. Theaverage lead-time of European MICE buyers is estimated at 7 weeks. This requiresgreat flexibility from MICE organisers.During the economic crisis, corporate profits fell in most European countries.Many companies cut their spending MICE. But times have changed for the better.According to American Express, European buyers expect an increase in all MICErelated activities for 2016. They expect the overall MICE spending of Europeancompanies to increase by 1.8%. This is more than Central and South America(1.4%), and comparable to North America (1.9%).Table 1.2International outbound business travel spending growth in most promisingEuropean source markets, 2016 and 2017, in %2016 2017Germany 9,8 9,5United Kingdom 9,8 8,9France 5,6 6,1Spain 4,7 7,9Italy 8,4 4,4Source: Global Business Travel AssociationGermany, the United Kingdom, France, Spain and Italy represent 70% of theEuropean business travel market according to the Global Business TravelAssociation (GBTA). They are also among the top European markets for MICE.Together they are projected to spend €187 billion in 2016, an increase of 6.3%85from 2015. For 2017, this market is expected to increase with another 6.8% toalmost €200 billion. This makes these countries especially interesting sourcemarkets for your MICE products.Table 1.3Cost per attendee (excluding air costs), in EuroMeetingtypeEMEA*United KingdomGermanyFranceBeneluxSales/Marketing301 383 301 134 299Training 291 330 251 446 360InternalTeam Meeting285 290 207 223 360Productlaunch358 384 375 89 389Conferences/Trade shows491 461 368 554 633SeniorLeadership/BoardMeeting385 570 457 134 288AdvisoryBoard288 357 375 163 142Incentive/Special Events491 485 606 410 424Source: American Express Meeting & Events European Survey, august 2015* EMEA = Europe, the Middle East and AfricaEuropean companies’ MICE budgets are growing. They recognise theimportance of meetings for the overall success of their business. Spending variesper country and per meeting type (Table 1.3). This means opportunities areincreasing.Europe is the preferred region for European MICE buyers, due to its proximityand connectivity. According to the International Congress and ConventionAssociation (ICCA), the most popular destinations are Germany, Spain and the86United Kingdom. However, European MICE buyers also organise MICE in regionsoutside Europe. According to IBTM:- 43% also organises MICE in the Americas,- 35% in Asia,- 32% in the Middle East,- 19% in Africa,- 9.0% in Australia Pacific.Combine MICE with technology trends - there is a trend in ‘hybrid events’.These combine a traditional physical event with online participation and onlinepresentations. This is helpful for participants with economic, geographical,political, connectivity limitations or strong disabilities.The coming years will see several technological trends that are very suitablefor the MICE industry:- QR codes: These offer guests and event planners increased convenience byquickly and easily registering or checking in guests.- Event apps: A dedicated app for conference attendees has become a keytrend in MICE. These apps allow users to download presentations, viewspeakers’ bios and connect with other attendees.- Video conferencing: This is already quite common in the MICE market.Popular options are Citrix GoToMeeting and Click Meeting.- 360-degree content recording: This technique enables live-action content,viewable in 2D and 3D. It allows users to interact with a simulated world ina physical way.MICE events increasingly connect with social media platforms. These can begeneral platforms, or specific ones created especially for the event. Social mediaplatforms can help MICE buyers and participants to connect, interact and shareknowledge. Not only after the event, but also before and during. This creates amuch wider impact of the event, over a longer period of time. Communicationtechnologies and social media remain important for the development of MICE inthe future.87Meeting spaces are changing from traditional ‘boardroom’ styles to innovativeapproaches. European MICE planners are increasingly interested in non-traditionalvenues as locations. For example outdoor venues, sporting venues, museums oraquariums. As non-traditional venues are especially popular with Generation Y,this trend seems to be here to stay.Many European corporations offer incentive trips to motivate their employees,distributors or clients because. These trips are mostly recreational, but increasinglyinclude formal meeting components. This is because having a meeting may providecorporate tax benefits. It also offers additional value in terms of networking,communication, education and team building. This trend is expected to continue inthe coming years.According to European MICE professionals, a sustainability policydemonstrates credibility and trustworthiness to clients. As a result, more and moreMICE professionals add sustainability to their events, facilities and the productsand services they supply. Many European companies have their own CorporateSocial Responsibility (CSR) guidelines. These might even state that they only workwith travel companies with a sustainability label.The two main trade channels for MICE suppliers are:- intermediaries, such as MICE tour operators, incentive travel houses andsmaller PCOs,- a direct approach.European corporations and associations usually don’t have a specialdepartment to organise MICE. They often use professional MICE intermediaries.These intermediaries prefer to work with one local partner that selects a MICEpackage for them. This is usually a DMO (Destination Marketing Organisation) oran inbound tour operator.You can also target end customers directly, especially now the internet makesthis easier. The two main end customers for MICE are:- corporations,- associations, such as trade associations, societies, religious organisations or88political parties.There is also a small group of individual business travellers who book theirown MICE modules. Corporations represent around 65%, according to industryexperts. Table 1.4 illustrates some differences between corporate and associationbuyers.Table 1.4Main characteristics of corporate and association buyersCorporate buyers Association buyersWork for ‘for profit’ organisations Usually work for ‘non-profit’organisationsSmall average meeting size(less than 100 people)Larger average meeting sizeEssentially organise meetings,incentives and simple, creative eventsUsually organise conferences,congresses, exhibitions and sportseventsShort time between the bookingand the actual date of the MICE eventLong time between the bookingand the actual date of the MICE eventDecision-making process isstraightforward and rapidDecision-making process iscomplex and prolongedOrganise a wide range of events Organise a limited number ofevents89High per head costs Lower per head costsShorter events throughout the year Longer events mostly in springand autumnSource: Adapted from Swarbrooke and HornerMICE planners have many destinations and types of venue to choose from.This makes MICE tourism a relatively price sensitive and competitive industry.The spending on a long haul MICE trip consists of three dimensions:- The exchange rate between the currencies of the country of origin and thedestination country.- The costs of transport to and from the destination country.- The price of goods and services the traveller consumes in the destinationcountry.The average spending per attendee differs considerably per country and MICEtype..

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