Meetings, Incentives, Conferences, and Exhibitions. The acronym MICE is applied inconsistently with the “E” sometimes referring to events and the “C” sometimes referring to conventions. 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.
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. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or educational purposes.
MICE tourism usually includes a well-planned agenda centered around a particular theme, such as a hobby, a profession, or an educational topic. Such tourism is a specialized area with its own trade shows (eg: IMEX, EIBTM, GIBTM, AIBTM , CIBTM and AIME) and practices. 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.
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