MICE stands for Meetings, Incentives, Conferences, and Exhibitions. This segment of the tourism industry focuses on organizing various business and professional events.
As a growing sector, MICE has become an important part of the global economy. This segment contributes significantly through business activities, service provision, and job creation in various related sectors.
MICE refers to organizing events that focus on hospitality and tourism activities as well as corporate and professional needs.
This industry combines services such as accommodation, digital technology, transportation, and event management to create a memorable experience for attendees.
MICE Tourism is one of the most dynamic sectors in modern tourism today. This is because the need for companies and organizations to hold various events has increased in recent times.
To better understand what MICE is, it’s important to first recognize the main activities that define this segment, which include:
Meetings: These activities include formal discussions or business meetings for decision-making.
Incentive Travel: Vacations as a form of appreciation to employees or business partners.
Conferences: Events to share knowledge and innovation internally and with partners.
Exhibitions: A place to promote products or services to investors, partners and customers.
The industry involves providing integrated services, from accommodation to advanced technology. The rapid growth of MICE is driven by the globalization of business, technological advancements, and investment in infrastructure such as convention centers and star-rated hotels.
According to ICCA, the MICE sector has grown by 7.5% per annum in the last decade, with Asia-Pacific being one of the fastest-growing regions. For example, Indonesia has made MICE a major contributor to its tourism sector, contributing 10% of its national income.
In its operations, MICE Tourism’s main task is designing, managing, and organizing events with great detail and coordination.
Planning and executing events. This task requires collaboration between various parties, from determining the theme to managing logistics.
Provision of facilities and technology. This includes meeting rooms, advanced audio-visual technology, and digital platforms for hybrid events.
Marketing and promotion. The right strategies to attract target audiences include using social media, blogs, and collaborating with influencers.
Participant management. Ensuring the participant experience, from registration to departure, runs smoothly.
Business opportunities in MICE Tourism are not limited to event management but also include integrated supporting sectors.
Here are some business opportunities that can be utilized in this industry.
Event management. This business opportunity includes event planning, experience design, and technical services such as audiovisual equipment rental.
Accommodation and transportation facilities. This includes hotels equipped with conference facilities and logistics services are important pillars.
Digital technology. Solutions for event management, such as registration applications and streaming services, are needed more than ever in the digital era.
Destination promotion. Cities or countries that prioritize the MICE infrastructure development sector can attract international scale events.
The Asia-Pacific region, including Indonesia, is a strategic region due to massive investment in infrastructure supported by an attractive geographical position.
Government support to make Indonesia a major MICE destination through large-scale events such as the IMF-World Bank Annual Meetings has opened up many new business opportunities.
For business people who want to take advantage of MICE business opportunities, here are some strategies you can try:
Technological innovation. This can be done by integrating digital event management tools and hybrid solutions.
Partnership with the government. This collaboration is carried out to support destination development and increase visibility.
Targeted marketing: Using social media for promotion and reaching potential clients and investors.
