MICE tourism stands for Meetings, Incentives, Conferences, and Exhibitions tourism. It’s a type of business travel where people go to different places for professional or educational events.
As the acronym suggests, in MICE tourism, people attend business meetings, conferences, and big exhibitions or trade shows. Sometimes companies also reward their employees with incentive trips.
In some companies, employees organize business trips themselves; in others, there can be an internal travel management department. Some businesses outsource these functions to external service providers – travel management companies (TMCs). They help organizations make travel arrangements, including transport and accommodation bookings, insurance, visas, etc.
MICE tourism is important for businesses because physical presence is usually more effective for networking, learning, and making deals. It’s also beneficial for the places people visit, as it brings a lot of business to local hotels, restaurants, venues, and other service providers.