SIGNIFICANCE OF

THE EVENTS AND

MICE INDUSTRY:
GLOBAL AND
PHILIPPINE
PERSPECTIVE
Module 1

AFTER STUDYING THIS CHAPTER,

YOU SHOULD BE ABLE TO:
Define what is an Event and Special Event
Common Characteristics of Events
Types of Events
Event Management
Event Terms and Meaning
Role of M.I.C.E in Tourism Industry
Trends

EVENTS
MANAGEMENT
Basic concepts, terms, and types

WHAT IS AN
EVENT?
A Unique Moment to
Satisfy Specific Needs

PROCESS BY WHICH
AN EVENT IS
PLANNED,
PREPARED, AND
PRODUCED.

The
Optimistic
views.

THE ENERGIZING ART

OF CHOREOGRAPHING
PEOPLE AND
ACTIVITIES IN ORDER
TO PRODUCE A SHOW
THAT CREATES
MEMORIES OF A
LIFETIME.

Pessimists
point of view

the stressful work of

planning meetings or
events, and can be a very
demanding career choice.

SPECIAL
EVENTS?
A unique moment in time
celebrated with ceremony
and ritual to satisfy special
needs.(2002,p.6)

COMMON CHARACTERISTICS OF EVENTS

Are unique occurrences that do not happen

very often
Have a LIMITED duration (happening within

hours or days at the most)

Happen with a live audience in attendance
Require one or more groups to plan and

organize
Are staged for a purpose

EVENTS MANAGEMENT
Is one of the professional courses included

in the curriculum for tourism and

hospitality programs, even to some other
business management-related programs.
This

course as required is significant

competency that was embedded in the
curriculum in order for the industry
professionals to become more equipped
with event organization

EVENTS MANAGEMENT

A function requiring public assembly

for the purpose of celebration,

education, marketing and reunion;
The process that includes research,

design, planning, coordinating and

evaluation of events.

EVENTS MANAGEMENT

It is a science and art

It is a venue to incorporate

principles in the field of

management and business with
social graces, protocol, and the
art of creating unique.

TYPES OF
EVENTS

TYPES OF EVENTS
A. According to purpose: The Cs of Events
1. Celebrate lifes milestones and accomplishments, and to perform

rituals or ceremonies as required by religion, culture or society.

Life-cycle events
Religious rituals
Commemorative ceremonies
Socio-civic events

2.Commune and strengthen bonds of friendship and restore friendships

Reunions
Hallmark events

Types of Events
3. Convene-that is to share and pass on
knowledge among peers and colleagues
Meetings, conference, conventions
4. Commerce-to market and promote
product offerings
Marketing Events
Exhibits and trade shows

Types of Events
B. According to the number of participants(few, many, multitude)
C. According to Frequency
Monthly
Quarterly
Semestral
Annual
Biennial

D. According to Magnitude Impact

Mega Events
Hallmark events
Major events
Minor events

MEGA EVENTS
Largest events that can organize.
Generally targeted international markets.
This event have specific yield in terms of
increased tourism, media coverage and
economic impact.

HALLMARK EVENTS
Designed to increase the appeal of a specific
tourism destination or region.

MAJOR EVENTS
Attract significant local interest and large
numbers of participants and generate revenues.

MINOR EVENTS
This is where most event managers gain experience.

This event includes one-off events like

historical, cultural, musical and dance
performances.

FIELD OF
SPECIALIZATION
Civic Events
Expositions
Hallmark Events
Incentive Travel
Retail Events
Social life-cycle events
Tourism

Conventions

Fairs and Festivals

Hospitality

Meetings and Conferences

Reunions

Sports Events

MICE
(Meetings, Incentives, Conventions
and Exhibitions/ Events)

MEETINGS
gathering of people to discuss a set

A motivational tool used to encourage

employees to achieve goals such as
sales quotas set by companies.

of agenda or do a particular activity;

does not include exhibits

CONFERENCE
Conference are for study purposes that
involves inputs and sharing of findings and
requires active contribution form the
attendees. It is smaller compared to a
congress which facilitates easier exchange
of information.

EXHIBITIONS
an event designed to bring together
providers of products, equipment and
services in an environment in which
participants can demonstrate their
products and services to a group of
participants.

TYPES OF
MEETINGS:

Symposium
Formal presentation- where there is a limited
interaction between presenters and the audience.
Lecture- individual presentation often by one expert where
the audience can ask questions after the discussion.

Panels- two or more resources persons offer their

opinions on a topic.

TYPES OF
MEETINGS:
Congress
Regular coming together of large groups of
individuals generally to discuss a particular subject.
Often lasts for several days and has simultaneous
sessions.

TYPES OF MEETINGS
Conventions
A meeting with an exhibit. It

combines attractions of having

multiple simultaneous
activities.

Event

Comparison among types of M.I.C.E events

26

ASSIGNMENT # 1:
Event advertisement
Cut out and paste a print advertisement of an

upcoming event. If you prefer to use the

internet, get a screenshot of the event website
and paste or print on short size bond paper.
Write the source of the advertisement.

ROLE OF MICE
IN THE TOURISM
INDUSTRY
Module 1.2

CHAPTER OBJECTIVES
Enumerate the factors and contributions of M.I.C.E sector

to the tourism industry political, economic, social,

cultural, etc.;
Describe the role of M.I.C.E in Tourism Industry; and
Discuss MICE statistics, trends, performances, prospects,

etc., in both local and global scenarios

Is MICE ideal in global

and Philippine
scenario?

What is the role of

M.I.C.E in Tourism
Industry?

What is the
economic
significance of
events?

BRAINSTORMING ACTIVITY:

What are the possible

benefits that M.I.C.E can

bring to the Philippines?

E.G.

 Question: There are many elements that encompass the

Hospitality and Tourism industry such as

transportation, food and beverages and others.
Explain

lodging,

THREE (3) reasons how these elements are

connected to MICE in the industry.

 Multiplier effect

M.I.C.E GLOBAL SCENARIO

effect on

destinations
JOBS
SPENDING
Tax revenues
total economic

output

Rank of Manila and selected ASIAN

Cities based on the Number of Meetings

LETS DIG INTO THE PAST..

Exhibition
World Exposition in the middle of 19th century
Great Exhibition in England (1851)
World Expo (1970)

Meetings & Conventions

Congress in Vienna (1814-15)
1st convention bureau was established in Detroit (1895)
Destination Management Association International claims to be the largest association of convention

and visitors bureau (CVBs)

MICE in the Philippines
International Monetary Fund (IMF) Meeting in 1976 held in Manila
Asian Institute of Tourism (AIT) was established in same year granting unit degree of the UP System
Philippine Convention Bureau (PCB) was created (PD 867) and was reorganized in 1987 to become

Philippine Convention & Visitors Corporation (PCVC) now known as Tourism Promotions Board

World Exposition (gathering of people showcase of products, arts and everything in their
homeland)

M.I.C.E IN THE PHILIPPINES

1976 Establishment of Philippine Convention Bureau (PCB)
1977 Launch of the Make it Manila campaign
1979 - Sub-thematic campaigns: Make It Cebu, Make It

Zamboanga and Make It Baguio.

1980: A banner year for PCB

The Philippines hosted four (4) major international events:

- PATA Conference
- World Tourism Conference (WTC)
- 20th Congress of the International Hotel Association (IHA)
- 50th ASTA World Congress

ECONOMIC SIGNIFICANCE OF EVENTS

MULTIPLIER EFFECT

EFFECT ON DESTINATIONS
billion dollar industry

Primary benefits

Stakeholders of M.I.C.E

expenditures
investments

jobs

foreign exchange

Secondary Benefits

Employment and income

Tertiary Benefits

attract new business or visitors

promote and enhances a

countrys image as a tourist

destination

IMPACT CREATED BY M.I.C.E ON DESTINATIONS

Tend to visit in off-peak season, generally not in the

Business
tourist tend to
be relatively
well behaved,
causing few
problems for
the host
community

help justify
and fund
infrastructure
developments
which benefit
the host
community

Source: Swarbrooke and Horner,

2001

GLOBAL EVENTS SITUATIONER

ASIA

SOUTH AMERICA
2016 Summer Olympics
BRUNIE a destination for corporate meeting

CHINA most in demand destination in Asia

HONG KONG for incentives and meetings market

SINGAPORE for meetings, conference, and incentive markets

SOUTH AFRICA

FIFA WORLD CUP

Business Trends in M.I.C.E

Social Trends

INDUSTRY TRENDS

GREEN
EVENTS?
How can we apply Go Green
in our event project?

SUSTAINABLE STRATEGIES
Events
Issues

Trips
Service Activities

Transportation

Programs

Reduce, Reuse,

Dining

Recycle
Food
Energy and resources

ASSIGNMENT NO. 2
Whats the Latest?
Selects a country hosting a major event. Find out what preparations are

being made to ensure that the event will be successful. These may include
new infrastructure (airport, stadium, road widening projects); and/or tour
packages to encourage visitors. Write the information you found below:
COUNTRY:
EVENT:
SCHEDULE AND VENUE OF EVENT:
INITIATIVES TO ENSURE SUCCESS:

Identify impacts or benefits the host country may look forward to hosting

the event.
Write or print in short size bond paper.