The term MICE in the context of travel is an acronym for Meetings, Incentives, Conferences, and Exhibitions. The MICE market refers to a specialized niche of group tourism dedicated to planning, booking and facilitating conferences, seminars, and other events.
The acronym may be falling out of favor and some push to call it the meetings industry or the events industry. It's understandable that a reference that could be overheard to mean rodents might not be the desired image for travel destinations and accommodations.
Components of MICE Travel
MICE travel involves a number of components. They must provide a full range of travel and conference services for large and small groups and events of shorter and longer duration.
Meeting vs. Conference Travel
The International Association of Professional Congress Organizers defines a meeting as any number of people coming together in one place for a particular activity. It can be a one-time event or it may recur regularly. A conference is similar but usually has a specific objective and exchange of information. A congress is usually a larger gathering.
One component of MICE is not as immediately understood as those dealing with group events. Incentive Travel is that given to employees as a reward. It doesn't usually have a business or explicit educational component but instead is more of a non-business vacation with the aim of continued motivation for performance. It might involve the family of the employee or it could be a reward for a workgroup.
At an exhibition, products or services are displayed and they may be the primary focus of the event. Other conferences and events may have an exhibition as one of the components. Businesses court new clients and debut their latest offerings.
MICE Global Events
A number of global events focus on MICE travel, in particular the Incentive niche.
Pretty Planet Travels is a Dharamshala (Himachal Pradesh, India) based travel agency and can be trusted for carrying out MICE requirements, skillfully. Besides, we have branch offices across the world.