M.I.C.E.

Project On M.I.C.E (Meetings, Incentives, Convention, Exhibitions)

Submitted By: Shamika Salvi COEMBA

Submitted By: Shamika Salvi

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MICE:
Definition:
MICE is used to refer to a particular type of tourism in which large groups, usually planned well in advance, are brought together for some particular purpose. Recently, there has been an industry trend towards using the term "Meetings Industry" to avoid confusion from the acronym. MICE (Meetings, Incentives, Conventions and Exhibitions) are activities and events in which companies and organizations showcase various goods and services, bringing about a friendly environment among people. Its has been seen as a gradual movement over the years and its popularity and influence is undeniable to the sustainability and growth of all business enterprises. Meetings: It is designed to bring from 15 to 10,000 people together for the purpose of exchanging information normally held in a commercial venue space. Incentives :It is a trip that is planned by a company to reward their employees for outstanding service, productivity or sales performance. Conventions: A gathering (often international) of people to meet and discuss similar issues and activities in a large setting. Exhibitions: An event designed to bring together people in the specific industry or closely related industry to come together to showcase their products and/or service to a group of attendees. Most components of MICE are well understood, 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. MICE events are normally bid on by specialized convention bureaux located 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 actual event, often several years. MICE tourism is known for its extensive planning and demanding clientele. The Incentives part of MICE is the odd one out though it is related to business, as it is usually provided to employees or dealers/distributors as a reward, it tends to be leisure based.

Pricing MICE:
MICE costing is done taking into account several parameters, which in turn depend on how large or complex the event is. The components involved in pricing are :

Scope of the event - domestic or international. Size of the event, and therefore the venue and the supporting activities to make it work. Marketing expenses to reach target audience. Price tolerance of the target audience. Profit margins necessary to make it a worthwhile proposition. Negotiation ability of the organisers in managing costs. Page 2

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MICE Across the World:

According to the International Congress and Convention Association (ICCA) 5,283 registered events took place in 2005, a rise of 479 over 2004. Estimate of Global Market Size: Various reports say that the MICE market is worth around $30 billion a yearworldwide. Some countries rely heavily on the MICE segment 30% of Singaporestourism revenue is from MICE, and Malaysia is specifically targeting the MICEmarket, running schemes such as the Meet and Experience campaign.Worldwide, at least 50 million trips are taken each year for MICE purposes. Potential for Growth: The MICE segment is exhibiting encouraging growth potential, with Russia, India and China likely to drive the market. Companies tend to choose meeting locations based upon their core businessvalues and relative expensiveness. They do not stray too far from theirheadquarters. The incentives market is slightly more diverse with firms liable tosend employees to more exotic long haul destinations. An increasing recognitionthat motivational programmes are important for staff retention means that theincentives market will increase in the coming years.Whilst the MICE market is expected to continue to exhibit moderate growth, it isdependent upon the prevailing economic circumstances. A confident market will lead to more meetings and incentives whilst a nervous market is liable to have the opposite effect. MICE industry is one of the fastest growing segments within the tourism industry generating millions in revenues for cities and countries. Europe and United States still remain the major markets worldwide in respect of the number of meetings, conferences and exhibitions. According to the International Congress and Convention Association (ICCA) 5,283 registered events took place in 2005, a rise of 479 over 2004. According to ICCAs global ranking, USA and Europe dominate in the MICE business, with Vienna ranking first in the meeting industry followed by Singapore and Barcelona in the second and third place respectively. There were no changes in the first three places in the countries table compared to 2004 as USA, Germany and Spain maintained their position. United Kingdom have managed to surpass France climbing to the fourth place. It is worth mentioning that Australia remained 8th and Switzerland is a newcomer in the global ranking taking 10th place.
Rank 1 2 3 4 5 6 7 8 Country U.S.A. Germany Spain United Kingdom France Netherlands Italy Australia #Meetings 376 320 275 270 240 197 196 164

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9 10 Rank 1 2 3 4 5 6 7 8 9 10 Austria Switzerland City Vienna Singapore Barcelona Berlin Hong Kong Paris Amsterdam Seoul Budapest Stockholm 157 151 #Meetings 129 125 116 100 95 91 82 77 77 72

Emerging markets in meetings & incentive travel Europe:

The emerging markets in Europe are predominately Eastern European countries such as Russia, Bulgaria, Croatia, Latvia, Romania and Poland which are all showing increasing demand for meetings and incentive travel, according to Mr. Ray Bloom, IMEXs chairman. As far as Russia is concerned the market is growing fast with a prosperous future but it is fact that approximately 73% of all Russian corporate meetings are still held outside Russia as there are limited facilities available within the country. Asia: Figures released by the Vietnams General Statistics Office (GSO) showed that among 1.85 million foreign tourists traveling to Vietnam in the first six months of 2006, as many as 278,000 visitors travelled in combination with attending seminars or conferences. That is an increase of 26,3 percent over the same period last year. As MICE tourism booms, the Vietnam Meeting and Incentive Club (VMAIC), established in 2002 and includes airlines, travel agents and hotels throughout the country, is striving to create favorable conditions in a bid to attract more MICE tourists. As for the nation's potential in the MICE industry, experts from the World Tourism Organization said, during their recent visit to Vietnam, that its MICE tourism may become a fierce competitor against Singapore, which is regarded as the biggest MICE market in southeast Asia. The International Congress and Convention Association (ICCA) stated that, Vietnam is emerging as a safe destination in the world and an attractive place for foreign investors. China is also making its presence in the global industry with the recent example of Amway China who will bring 10,000 people to Melbourne for its incentive and training conference. This is the largest incentive group ever to visit Melbourne.

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Middle East: In Middle East the emerging market is the United Arab Emirates zone with Dubai taking the lead in the MICE business with numerous events to be in the pipeline. On the other hand, Abu Dhabi is hosting the Gulf Incentive, Business Travel & Meetings Exhibition (GIBTM ), part of Reed Travel Exhibitions for the first time as an effort to boost MICE business in this region. Abu Dhabi National Exhibitions Company (ADNEC) launched the sale of plots on 147,582 square meters of prime land at Capital Centre, the new name and brand for the 8 billion (US$ 2.17 billion) business and residential micro-city being built around the iconic Abu Dhabi National Exhibition Centre in the UAE capital. From 2007 Abu Dhabi will begin to see this unique project take shape. H.H. Sheikh Sultan Bin Tahnoon Al Nahyan, Member of the Abu Dhabi Executive Council and Chairman, Abu Dhabi National Exhibitions Company said: Capital Centre is one of the cornerstones of our strategy to strengthen Abu Dhabis profile as a major destination in the Middle East for the MICE industry. It will serve as a foundation on which new investments, industrial growth and business tourism will be built. There is a distinct lack of data for a region that clearly is demonstrating rapid growth in capital infrastructure and levels of meeting business. Research will provide all parties with increased clarity about the important business sector. The research is expected to give definition to Abu Dhabi, the Gulf and wider Middle East region as an important market within the global meetings industry. South Africa: South Africa is also a promising market with Cape Town to be the key of the South Africas MICE future. While, Cape Town in the international ranking list of Congress destinations presently holds the 36th position, the city now holds an 8th position on the ranking list for future scheduled international congresses for the next 10 years. More than half of all international meetings taking place in South Africa last year chose Cape Town as their meeting destination, and one out of every four international meetings on the African continent took place in the Mother City. 2006 was the first year that the CTICC for periods of several weeks in a row operated at full capacity. International congresses are taking place at a rate of almost one per week, and average attendance figures increased from an initial 400 in 2004 to close to 600 last year. Global Trends in MICE Industry Development. The meeting, incentive, convention, and exhibition (MICE) industry being a service industry combining trade, transportation, finance, and travel has been active in Europe and America for over a century. The MICE industry is characterized by the Three Highshigh growth potential, high added-values, and highly beneficial innovations; the Three Larges large output, large opportunities for employment, and large industry associations; and the Three Advantagesadvantage over other industries in human resources, technological know-how, and the efficient utilization of assets. Today, countries all over the world are putting their best foot forward to develop the MICE industry as a means to enliven national economic development.

Submitted By: Shamika Salvi

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MICE Industry in India:

Growth of a destination as a financial hub often leads to the development of Meetings, Incentives, Conventions, & Exhibitions (MICE) tourism in other country. MICE is dominated by large conventions and conferences and India regularly misses out on inbound MICE consumption. The primary reasons for this are the lack of basic infrastructure and effective destination marketing - the most important aspects to attract inbound conferences and conventions. Internationally, MICE contributes to about 40 per cent of the overall hospitality market, this figure is not available within India. Another factor which hinders MICE growth in India is that multinational companies prefer "exotic" foreign locales. Cities like Delhi and Hyderabad that boast of proper convention centres witness high number of MICE tourists. However poor infrastructure has been blamed for the lack of MICE tourism in India. Nothing less than an international standard exhibition centre is a must in cities like Bangalore, Mumbai and Delhi. Along with that, there should be an adequate inventory of hotel rooms in all segments. Transportation is the key to the movement of large traffic. Sightseeing, leisure spots, shopping, night life, departmental stores, man-made international standard amusement parks activities, entertainment, stand alone high-end F&B outlets - all aid the growth of MICE in a particular country. Another reason for lack of growth of MICE in India is the lack of activities post the convention. E.g.: Delegates attending a typically large convention/conference tend to spend a large part of their time doing leisure activities in and around the region. For instance, participants at a three-day international conference may spend three additional days touring or visiting nearby destinations. An important aspect is the money they are willing to spend during the additional time they are there. Research shows that they tend to spend much more per person per visit in their free time than the average tourist to the same geography. But while they have a greater propensity to spend, they also expect some basics such as infrastructure because they aren't backpacking. It is easy to see why India continues to lose out. The Hyderabad International Convention Centre (HICC) located in Cyberabad is one of the most successful instances of promoting MICE in India. Hosting a large number of events every year, including the 58th annual International Astronautical Congress 2007, HICC has been developed by Cyberabad Convention Center, a joint venture between the Emaar group and Andhra Pradesh Investment Infrastructure Corporation (APIIC) and is managed by Accor. Infrastructure has been cited as the main challenge for the promotion of MICE. Hygiene, sanitation and cleanliness comes a close second. Incredible India campaign has done more to market India successfully than any effort in the last 50 years. In order to promote MICE tourism in India, some parameters have to be met such as fast and simple processing of bookings, cheap rates and low transaction fees through standardised or automated processes, or uniform cancellation and deposit conditions. The challenges faced in MICE industry in India: Infrastructure is the main challenge for the promotion of MICE. Hygiene, sanitation and cleanliness comes second. Incredible India campaign has done a lot to market India successfully than any effort in the last 50 years. The stereotype of India (land of snake charmers and elephants) does not achieve the desired

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result. Therefore, successful marketing must send across the message about India being a land of opportunities, knowledge, culture and tradition combined with a modern and cosmopolitan lifestyle. In order to attract more MICE activities in India what we really need is software infrastructural development. Apart from that there has to be better accommodation facilitiesaround convention centers. There has to be good quality hotels, serviced apartments and transport facilities around convention centers around all states.Despite the infrastructural bottlenecks, a few states in India are doing their bit in promoting MICE tourism. Hyderabad and Delhi have already shown the way.

How is Mice industry different from Event industry:

Event management is the application of project management to the creation and development of festivals, events and conferences. Events can be defined as one off, big budget occasions. They can be once in a lifetime events such as weddings, or more common functions such as book launches or Christmas parties. Events require long, careful, intensive planning and they generally only take place once. Event managers are solely responsible for the smooth running of the event and there is a lot of safety and financial risk involved. Event management and hospitality are both hugely competitive growth industries. Theorists suggest that hospitality comprises many input industries. Key among them are event management, and under the wider umbrella, marketing, which gives event managers a competitive edge. This is directly related to Reichhelds Loyalty Effect. Event managers need to adopt the theory that is it far more costly and time consuming to gain new customers than it is to retain old ones. Event managers need to have an attractive point of difference and focus on retaining repeat, loyal customers so as to increase profits and reduce costs. Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry. The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc. Events and festivals, such as the Asian Games, have a large impact on their communities and, in some cases, the whole country. The industry includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. Many industries, charitable organizations, and interest groups will hold events of some size in order to market themselves, build business relationships, raise money or celebrate. Services Provided by event company: The event manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers are also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.

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The event manager may become involved at the early initiation stages of the event. If the event manager has budget responsibilities at this early stage they may be termed an event or production executive. The early stages include:

Site surveying Client Service Brief clarification Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & Safety Health & Safety including crowd management, Logistics Rigging Sound Light Video Detailed scheduling Security.

MICE Industry:
MICE is used to refer to a particular type of tourism in which large groups planned usually well in advance are brought together for some particular purpose. MICE tourism is a specialised area with its own trade shows and practices. MICE is an anagram for Meetings, Incentives, Conferences and Exhibitions. This is a huge growth sector in the events industry, it provides both a high delegate spend and a high yield. The MICE sector is now becoming very popular among graduate students ,and many tertiary institutes are providing courses in MICE and events management.

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Meeting General term indicating the coming together of a number of people in one place, to confer or carry out a particular activity. Frequency: can be on an ad hoc basis or according to a set pattern, as for instance annual general meetings, committee meetings, etc. Incentive Meeting event as part of a program which is offered to its participants to reward a previous performance. Conference Participatory meeting designed for discussion, fact-finding, problem solving and consultation. As compared with a congress, a conference is normally smaller in scale and more select in character features which tend to facilitate the exchange of information. The term "conference" carries no special connotation as to frequency. Though not inherently limited in time, conferences are usually of limited duration with specific objectives. Exhibition Events at which products and services are displayed. Services offered by MICE: Conferences and Conventions: When it comes to arranging conferences and meetings, MICE offers an unparalleled choice of locations and services. From organizing large conventions and events for multinational corporations to a small board meeting, every detail is meticulouslyarranged to round off a successful event. offers retreats, wildlife sanctuaries or metro cities for the same Corporate Training Programs:Training Programmes & Seminars. Is an integral part of programme and is the belief that world-class performance stems from overcoming hidden barriers that prevent your people from taking effective action. Annual Meetings and Corporate Events Event Management Team successfully organize plenty of Road Shows in various parts of the country. Adventure Sports tours and packages in India: The adventure sports that can be explored including Hi Flying, White Water Rafting, Camping, Trekking, Mountaineering, Rock Climbing and Skiing. Certainly these sports ensure the satiation the traveller's adventurous spirit. Incentive Groups and Dealers Meet:Specialised "Outbound Tours Department" which conducts tours to almost all the tourist & business centres in Asia and Australia. Educational Tours and Packages for Schools and Colleges International Corporate Tour Packages.

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Skills Required for MICE Industry:
MICE planners must have excellent organisational and administrative skills including the ability to follow through and ensure tasks are completed. They should be "people orientated" be empathetic both to the needs of the other team members who are co-ordinating the event, and also the needs of the delegates and stakeholders. They must have a high level of written and verbal communication skills and be able to interact with a wide range of people at all levels of the business environment. To achieve their tasks, they must have exceptional time management skills and also posses problem solving strategies. MICE planners must also have good negotiation skills and be able to relate to people from a wide range of difference cultures. Budgeting skills are also required and they must be up-to-date with the latest technology both for communicating with clients and also for speakers and delegates to utilise at the conferences. Communication skills includes face to face, letter, fax and itinerary presentation and customer service. Being able to successfully work as part of and or leading a team, is vital to the success of the conference and events planner. The following are the special skills required for a MICE planner:

Knowledge of urban spatial structure or physical design and the way in which cities work. Ability to analyze demographic information to discern trends in population, employment, and health. Knowledge of plan-making and project evaluation. Mastery of techniques for involving a wide range of people in making decisions. Understanding of local, state, and federal government programs and processes. Understanding of the social and environmental impact of planning decisions on communities. Ability to work with the public and articulate planning issues to a wide variety of audiences. Ability to function as a mediator or facilitator when community interests conflict. Understanding of the legal foundation for land use regulation. Understanding of the interaction among the economy, transportation, health and human services, and land-use regulation. Ability to solve problems using a balance of technical competence, creativity, and hardheaded pragmatism. Ability to envision alternatives to the physical and social environments in which we live. Mastery of geographic information systems and office software.

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One of the most important requirement of MICE industry is Team Work. For a MICE event to be successful, team work is very important.To oraganise a MICE event and making it a success team work is an essential factor as there has to be co-ordination for which team work has to be perfect.

Following are the advantages of team work :

having a common purpose or goal being able to support each team member to complete tasks being able to communicate with each other - each team member should be able to freely express people able to develop new personal skills improve work processes through effective problem solving because of the collective expertise provide high quality service team is recognised for outstanding results

ideas

available

The team members need to establish their different roles and responsbilites after they have discovered each others strengths and weaknesses so they can allocate roles to each person. A team leader must be nominated to be responsible for the team achieving the end result, and maintain unity and to ensure everyone is contributing equally, fairly and fully. Synergy is achieved when the sum of the total is greater than the sum of the individual parts. In your conference groups, elect the team leader and allocate them work.

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Services Offered by MICE Agency to its client:

The Company handling Meetings, Incentives, Conferences, Exhibitions and Events, handles domestic or international, large or small, beginning with pre-bid assistance, Programme Design and Execution, Logistics & Transport Management, Supplier Management, Venue Selection and Booking, Communication Channels Management, Press and Media Coverage, Event Promotion and Marketing, Conference Secretariat, Hotel Arrangements, Social and Entertainment Planning, Pre and Post Event Tours, and Accompanying Spouse Programmes. The following are the main services that are offered by the MICE agency once they receive the contract of a particular client. Location Is Everything When it comes to selecting a destination there are so many details that have to be reviewed. Each time one plans an event all consideration have to be taken before a venue is proposed. Venue & Accommodation Selection Professional guidance is given for the selection of hotel(s) best suited to the culture of the event. Hotel inspections are conducted for better understanding of the property / properties Event Management Preparation

Research & Development of Program Budget Analysis Promotional Campaign Theme & Logo Development Complete pretrip packing Complete registration services Program Operation (preprogram, onsite & post program) Plan extension program (individual and/or group) VIP consulting service for personal travel Consulting services for personal travel Telemarketing partial or full service both inbound & outbound

Pre-Event Preparation

Development of needs analysis with Event Organizer Development of specification and event plan Hotels and off-site event selection Mail out of publicity materials to potential attendees Collation and compilation of attendees list Monthly report on progress, after 90 days out, weekly Report submission Visa application service

Pre & Post Programs

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Pre Event Programs: Deciding upon the travel dates, booking of tickets for the same, reservation of hotels. Post Event Programs: Making sure that vendor payments are done, settling hotel bills etc. Spouse Programs: Planning trips for spouses of the clients or planning programs to increase the level of interaction between them. Social Programs: organizing social service programs like cleanliness near their office, jolidng various social campaigns. Exciting Pre and Post Event Program can be designed to provide visits to neighboring countries or states

Special Events

Recommendation of special events in hotel or off-site Site inspections conducted by the Event Team Contracting & negotiating of venue Research & theme ideas for all special events Contracting with suppliers for props, entertainment, food & beverage Professional execution by Special Events Team of experts Event audit of customer & participants satisfaction Detailed billing to suit the Event Organizers requirements

Hospitality Services & Operations

Meet & greet services during all arrivals Knowledgeable & smartly uniformed staff for front line hospitality service Efficient administrators, secretarial and clerical staff for back-room management State-of-the-art office equipment Multilingual capabilities Fully networked computerized operations

Communications

Cellular telephones for Event Organizers Telephone pagers with messaging system for Events Organizers Short range 2-way walkietalkies Computer network on site at venue Facsimile and photocopy preparation Dedicated telecommunication capabilities

Gifts

Recommendation of the most suitable teaser(s) and gifts(s) for the program Budget assessment & recommendation Contracting & negotiating with vendors Packing & distribution Personalized delivery arrangements Creative gift cards

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Submitted By: Shamika Salvi

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