MICE tourism

Meetings, incentives, conferences and exhibitions tourism (MICE tourism) is a type of tourism in which large groups, usually planned well in advance, are brought together. Recently there has been an industry trend toward using the term "meetings industry" to avoid confusion from the acronym.^[1] Other industry educators^[who?] are recommending the use of "events industry" to be an umbrella term for the vast scope of the meeting and events and profession.^{[citation needed]}

Most components of MICE are well understood from their names, perhaps with the exception of incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes.^[2] MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group.^[3]

The MICE sector is a significant contributor to the global economy, driving demand for hospitality services, transportation, and local attractions. Destinations around the world are increasingly investing in state-of-the-art facilities and infrastructure to attract MICE events, recognizing the substantial economic benefits they bring, including increased occupancy rates in hotels and higher spending on local services and attractions.

In recent years, there has been a shift in industry terminology, with "meetings industry" and "events industry" becoming preferred terms to encompass the broad range of activities within this sector. This change aims to reduce confusion and better reflect the diversity and scope of the industry. The events industry includes everything from corporate meetings and incentive travel programs to large-scale exhibitions and conventions, highlighting the multifaceted nature of this field.