•Economic growth of the region as a whole gets a boost.
•Development of better infrastructure, mainly in transportation,
accommodation and air services.
•The elements of relaxation, shopping and sightseeing are usually
included in MICE trips. Hence ,most MICE travellers can be converted
into leisure travellers who would spend money on sightseeing and
•It is quite common for delegates to bring along a companion. Thus,
MICE tourism is a powerful revenue earner and the foreign exchange
generated goes straight to the core of the region’s economy, ultimately
generating income for other parts of the country.
•MICE events increase awareness of the host country , create employment
•MICE tourism strengthens the brand value and profile of the country as
an international tourist destination.
•Efficient transport network, connections and airport
•Proximity of MICE facilities to airport and public transport
•Hotels with good MICE facilities (conference and meeting
•Cultural attractions in the city (theatres, churches, museums)
•Shopping (souvenirs, fashion, local delicacies, handicrafts),
sightseeing and excursions in the MICE environment.
Estimate Of Global Market Size
Various sources report that the MICE market is worth around $30 billion a year worldwide.
Some countries rely heavily on the MICE segment – 30% of Singapore’s tourism revenue is
from MICE, and Malaysia is specifically targeting the MICE market, running schemes such as
the Meet and Experience campaign.
Worldwide, at least 50 million trips are taken each year for MICE purposes.
Main Source Markets
The main source markets are the main industrial countries in Europe and North
America. However, there is significant growth from emerging markets such as
Brazil, Russia, India and China.
United kingdom and United states