A mix of Business and

Leisure
 Meetings, Incentives, Conferences, and
Exhibitions (MICE, with the “E”
sometimes referring to events and the
“C” sometimes referring to conventions)
is a type of tourism in which large
groups, usually planned well in advance,
are brought together for a particular
purpose.
 MICE event LOCATIONS/VENUES are
normally bid on by specialized
convention bureaus in particular
countries and cities and established for
the purpose of bidding on MICE
activities.
This process of marketing and
bidding is normally conducted well
in advance of the event, often several
years, as securing major events can
benefit the local economy of the host
city or country.
Convention bureaus may
offer financial subsidies to
attract MICE events to their
city
 IncentiveTourism 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
**ICAA –International Congress Association
 People have
gathered to attend
meetings,
conventions, and
expositions since
the ancient times.
Mainly for social,
sporting, political, or
religious purposes
 Associationsgo back many centuries to the
Middle Ages and before
• The guilds in Europe were created
during the Middle Ages to secure proper
wages and maintain work standards
• Associations began in the United States
at the beginning of the eighteenth
century, when Rhode Island candle
makers organized themselves
 Meetings, Incentive
travel, Conventions, and
Exhibitions (MICE)
represent a segment of the
tourism industry that has
grown in recent years
 MICE tourists spend about
twice the amount of money
that other tourists spend
1. Potentially attracts
domestic and
international visitors.
2. Activities often occur
outside the peak
seasons
3. Advantageous to
restaurants, resorts and
hotels in offsetting low
and off-peak business
periods.
1. Contributes to employment
and income both nationally
and regionally
2. Increases a country’s foreign
exchange earnings
3. Generates new investment in
tourism and recreation
infrastructure
4. Stimulates business activity
nationally and internationally
by helping strengthen
business links between firms.
5. Provides opportunities to access new
technology, the exchange of ideas and establish
business contacts
6. Brings together leading national and
international specialists and practitioners in
their fields during the convention / meeting
7. Provides facility for continuing education and
forum for training
8. Very effective method of attracting new business
or visitors to a destination
9. Provides local tour operators with advanced
knowledge of visitor numbers
 Incentive participants are
being rewarded for their
productivity within their
organization; to thank them for a
job well done

 Convention group organizers

 Expositions/Exhibitions are
events that bring together
sellers of products and services
at a location where they can
show their products and services
to a group of attendees at a
convention or trade show
 Not-for-profit umbrella
organization that represents
a destination and seeks to
solicit business or leisure
visitors
 Primary outcome is to
generate and increase
revenues of a destination
 In the Philippines, the
Tourism Promotions Board
acts as a CVB (Convention
Visitors Bureau)
 Helps to enhance the image of tourism in the
destination
 Markets the destination and encourages people
to visit and stay longer
 Encourages associations and others to hold
meetings, conventions, and trade shows in the
area it represents
 Assists associations and others with preparations
and lends support
 Encourages tourists to partake of the historic,
cultural, and recreational opportunities the city
or area has to offer
 Service organizations within
the visitor industry that
offers a host of programs
and services to meet clients’
needs
 Initially, a destination
management sales manager
concentrates on selling the
destination to meeting
planners and performance
improvement companies
(incentive houses)
 May be independent
contractors who contract
out their services to both
associations and
corporations as the need
arises or they may be full-
time employees of
corporations or
associations
 Plans a meeting down to
the last detail
 Various business that are responsible
for providing all of the services needed
to run the facilities for a trade show
 Hired by the exposition show manager
or association meeting planner
 Clinic: Workshop-type
educational experience in
which attendees learn by doing
 Forums: An assembly for the
discussion of common
concerns
 Seminar: A lecture and a
dialogue that allow participants
to share experiences in a
particular field
 Symposium: An event at which
a particular subject is
discussed by experts and
Meeting Setups
 Theatre style:
• Large audience that
does not need notes
Venues for Meetings,
 Classroom setup: Conventions, and
• Meeting setup is Expos
instructional
• Workshop style  Convention Centers
 Boardroom setup:  Conference Centers
• Small numbers of  Hotels and Resorts
people  Cruise Ships
• Meeting takes place  Colleges and
around one block Universities
rectangular table
 Increased competitive environment among
worldwide destinations vying for MICE business
 Consumers demanding more value for the goods
and services they purchase
 Need for more sophisticated, varied and affordable
information technology ex. Fiber optics
 Increased mobility with greater awareness in tourism
and travel
 More infrastructure are being built – convention
centers, airports, hotels, etc
 MICE continues to be on the rise due to recognition
as an effective communication and networking tool
 The development of the Philippine convention
industry became official government policy in
1976, a milestone year that marked the
establishment of Southeast Asia’s first full-
fledged convention center, the Philippine
International Convention Center (PICC); and
the creation of the Philippine Convention
Bureau (PCB) as a government corporation
dedicated to the promotion of Philippines as a
meetings and convention destination..
 That same year, the Philippines successfully
played host to the International Monetary
Fund - World Bank Joint Conference that
signaled the entry of the Philippines into the
world conventions market
 The Philippine Convention Bureau (PCB)
was later reorganized in 1987 to become the
Philippine Convention and Visitors
Corporation, now known as Tourism
Promotions Board (TPB)
 The Tourism Promotions Board (TPB) is a
corporate body attached to the
Philippine Department of Tourism
(PDOT) that is responsible for marketing
and promoting the Philippines as a
global tourism destination.
 Specifically, it
shall market the
Philippines as a major convention
destination in Asia, taking charge of
attracting, promoting, facilitating, and
servicing large-scale events,
international fairs and conventions,
congresses, sports competitions,
expositions and the like.
 1. SALESAND PROMOTIONS
Aggressive Philippine participation in
MICE-specific international trade shows
and expositions, the conduct of sales
missions abroad; and the organization of
regular MICE Buyer Invitational
Programs to the Philippine
 2. BID PREPARATION
Matching international account leads with
local counterparts with the potential to bid;
technical assistance in the planning,
preparation, and submission of Philippine
Bid Proposals; active assistance in soliciting
multisectoral support and in drawing up a
total package of benefits and privileges for
Bid Presentions before international
decision making Boards and entities.
 3. LIAISON SERVICES
 Coordination between the international
Host Committee and the Local
Counterpart Organization; assistance in
matching the international organization’s
requirements with suitable Philippine
facilities and services;
 4. PROMOTIONAL MATERIAL
SUPPORT
Provision of an adequate supply of
specialized information materials on the
Philippines as an ideal destination for
MICE groups, marketing paraphernalia
like audio visual presentations,
Delegates’ bags and kits, giveaways,
specially printed materials and other
materials as required.
 5. TECHNICAL VISITS
Coordination and organization of
technical visits of international MICE
Clients in relation to a bid or a
hosted/booked MICE account.
 6. ATTENDANCE PROMOTION
Assistance in promoting attendance to
booked events through its network of
foreign and domestic offices.