M.I.C.E. stands for Meetings, Incentives, Conventions and Exhibitions/Events. The document defines each component and discusses the role of M.I.C.E. in the global and Philippine tourism industry. It notes that M.I.C.E. is a $300 billion global market and stable source of visitors for the Philippines. M.I.C.E. attendees spend more than average tourists and boost the retail industry. The Philippine government recognizes the importance of M.I.C.E. and passed the Tourism Act of 2009 to promote the country as a convention destination in Asia.

2. M – Meetings
I - Incentives
C – Conventions
E – Exhibitions/Events

3. What is M.I.C.E.?
Meeting – is a conference, workshop, seminar
or other event designed to bring people together
for the purpose of exchanging information.
Meetings do not include exhibits.

5. What is M.I.C.E.?
Incentive Travel – is a travel that is given to
employees as a reward for outstanding
performance

7. What is M.I.C.E.?
Convention– is an event in which meetings are
combined with exhibitions.

9. What is M.I.C.E.?
Exhibition– is an event designed to bring
together providers of products, equipment and
services in an environment in which they can
demonstrate their products and services to a
group of participants in a convention or trade
show

10. What is M.I.C.E.?
Event– is anything that happens or a very
important occurrence. Events can range from
local, national, regional and international.

16. The Role of M.I.C.E. in the
Tourism Industry
$ 300 billion global MICE Market
50 million trips each year worldwide for
MICE purposes

17. Of the $ 300 billion global M.I.C.E market
Meetings and conventions account for $
280 billion
Incentive travel $ 8.5 billion
Exhibitions for several billions more

18. M.I.C.E
Stable source of foreign visitors
 Most resilient sector
Less susceptible to price fluctuations &
seasonality- increase hotel occupancies even on
lean months

19. M.I.C.E
 Quality Visitors
 Higher disposable income
 Large users of tourism facilities
Spend up to 3 times more than average tourists

20. M.I.C.E
 Require massive manpower
support
 Boost retail sales
Increase tax revenues

21. TOURISM ACT OF 2009
Republic Act 9593
Section 45
“It shall market the Philippines as a major
convention destination in Asia. To this end it shall
take charge of attracting, promoting, facilitating,
and servicing large-scale events , international
fairs and conventions, congresses, sports
competitions, expositions and the like.

22. Strategies to Capture
Global M.I.C.E. Market
Develop more MICE destinations outside Metro
Manila
Improve support infrastructure
Raise industry capabilities
Creativity, innovation
Hone the skills of tourism workforce
Rio 2016 - Olympic Games - Master Plan.flv

23. Expectation of attendees when
Attending conventions or events
a) They expect the event to be productive
b) Attendees expect that they will do serious
business and at the same time allow them to
grow personally
c) They expect the convention or event to provide
high level of service.

24. Key Players in the Industry
oAssociations
oConvention Centers
oProfessional Congress Organizers
oProfessional Event Organizers
oDestination Management Companies

25. Key Players in the Industry
oEvent Management Companies
oMeeting and Event Planners
oTradeshows and expositions
oHotels
oConvention and Visitor Bureaus
oIncentive Travel

26. Qualities of an event organizer
• Organized
• Creative
• Resourceful
• Eye for details

27. Qualities of an event organizer
• Patient
• Flexible
• Friendly
• Hospitable

28. References
Dela Rosa,L. (2010, March 5). Promoting MICE Industry
in the Philippines. Hospitality and Tourism Students’
Congress, Central Philippine University, Iloilo
Cruz, Z.(2002).Seminar and Convention Management.
Manila:n.p.

29. Thank you!
Tokyo 2016_ Introducing the C ity.mp4