Introduction to MICE Tourism
Summary
TLDRThis video delves into the evolving world of MICE (Meetings, Incentives, Conferences, and Events) tourism, exploring how the industry is adapting to global disruptions, particularly the impact of the pandemic. It discusses the shift towards hybrid and online events, the roles of various stakeholders, and the potential for individuals to capitalize on these changes. The script also touches on the future of event tourism, suggesting a move towards broader terms like 'event management' and highlights the importance of technology in shaping the industry's future.
Takeaways
- 🌐 The MICE industry refers to the Meetings, Incentives, Conferences, and Events sector, which is a subset of tourism focused on group travel for specific purposes.
- 📈 The industry is undergoing significant changes due to the global pandemic, with a shift towards hybrid and online events to accommodate travel restrictions.
- 🏨 Key stakeholders in the MICE industry include event organizers, suppliers, government bodies, regional associations, and commercial sponsors, all of whom collaborate to facilitate events.
- 📊 MICE tourism is not limited to one type of business or stakeholder; it involves a diverse range of players and requires extensive coordination.
- 🔄 The acronym MICE is sometimes being replaced with 'event tourism' or 'event management' due to the evolving nature of the industry.
- 💼 'Meetings' in MICE refers to business gatherings, which are increasingly being conducted online through platforms like Zoom.
- 🎁 'Incentive travel' was traditionally used by companies to reward employees but has become less common and is evolving.
- 📚 'Conferences' are becoming more digital, with new online event platforms facilitating discussions, panels, and breakout sessions.
- 🎭 'Events' in MICE are broad and can include cultural, sporting, or business gatherings, and are now often delivered through live, virtual, or hybrid formats.
- 🌍 Governments and regional associations play a crucial role in promoting MICE tourism, ensuring it is safe and sustainable, and balancing local concerns with economic benefits.
- 💡 The future of MICE tourism will likely involve more technology, with a focus on enhancing the interaction between in-person and online participants.
Q & A
What does the acronym MICE stand for in the context of the tourism and hospitality industry?
-MICE stands for Meetings, Incentives, Conferences, and Events. It refers to a sector of the tourism and hospitality industry that focuses on group travel for business, meetings, conferences, and special events.
How has the global pandemic affected the MICE industry?
-The global pandemic has caused significant disruption in the MICE industry due to travel restrictions and social distancing measures. This has led to an increase in hybrid and online events to adapt to the new normal.
What is the role of the Olympics in illustrating the complexity of MICE tourism?
-The Olympics serve as an example of MICE tourism because they require coordination among numerous stakeholders, including government, hotels, restaurants, and transportation services, to successfully host the event.
Why are hybrid and online events becoming more prevalent in the MICE industry?
-Hybrid and online events are becoming more prevalent as they offer a way to continue hosting events during travel restrictions and provide flexibility for participants who cannot attend in person.
What are the different types of stakeholders involved in the MICE industry?
-Stakeholders in the MICE industry include event organizers, suppliers, governments, regional associations, commercial sponsors, and clients who are responsible for various aspects of planning and executing events.
How do governments and regional associations contribute to the MICE industry?
-Governments and regional associations contribute by providing policies, funding, and promotional efforts to attract events and tourists, which can boost local economies.
What is the difference between a live event, a recorded event, and a virtual event?
-A live event is one that happens in real-time, either in person or online. A recorded event has already occurred and is broadcast at a set time. A virtual event is held entirely online, often using platforms like Zoom or virtual reality.
Why might a company choose to sponsor an event in the MICE industry?
-Companies may choose to sponsor events to promote their products or services, enhance their品牌形象, or to associate themselves with a particular cause or event that aligns with their business goals.
How can someone looking to start a career in the tourism and hospitality industry get involved with MICE tourism?
-Individuals can get involved with MICE tourism by seeking employment with event management companies, hotels, conference centers, or by working with government tourism boards and regional associations.
What are some challenges faced when organizing hybrid events?
-Challenges in organizing hybrid events include ensuring smooth technical execution, creating an engaging experience for both in-person and online participants, and managing the logistics of coordinating two different types of events simultaneously.
Outlines
🌐 Introduction to MICE Tourism
The script begins by introducing the MICE (Meetings, Incentives, Conferences, and Events) industry, which has been significantly impacted by the global pandemic. The speaker, Eric, explains that MICE tourism involves travel for specific purposes, such as large group travel planned in advance. He uses the Olympics as an example of MICE tourism, highlighting the need for various stakeholders to collaborate to facilitate such events. Eric also discusses the emergence of hybrid and online events due to travel restrictions, indicating a shift in the industry.
📈 Breakdown of MICE Components
This paragraph delves into the acronym MICE, explaining each component. 'M' stands for meetings, which are business-related gatherings that require travel. 'I' represents incentive travel, a reward system for employees, which is becoming rarer. 'C' is for conferences, which are increasingly moving online. 'E' stands for events, and there's a trend towards referring to this aspect of tourism as event tourism or event management. The paragraph also discusses the changing nature of incentive travel and the broader definition of events in the industry.
🤝 Key Players in the MICE Industry
The speaker outlines the various stakeholders involved in the MICE industry, emphasizing that it's not limited to one type of business or stakeholder. Key players include event organizers, suppliers who provide services like venues and entertainment, governments and regional associations that promote and regulate tourism, and commercial sponsors who fund events. The paragraph discusses the interdependence of these players and their roles in facilitating MICE travel.
🌐 Event Types and Future Trends
This section discusses the different types of events within the MICE industry, such as cultural, sporting, and business events. It also addresses the future of event delivery, with a focus on technology's role in amplifying and disrupting traditional event formats. The speaker introduces terms like live events, recorded events, in-person events, virtual events, and hybrid events, suggesting that the industry is evolving to include more online and hybrid options.
🚀 Engaging with MICE Tourism
The final paragraph encourages viewers to consider local examples of MICE tourism and to think about organizing their own online events. It suggests that online events are becoming easier to manage and invites viewers to share their ideas and engage in a discussion on Discord. The script concludes with a prompt for viewers to reflect on the MICE industry and what they've learned from the video.
Mindmap
Keywords
💡MICE Industry
💡Disruption
💡Hybrid Events
💡Stakeholders
💡Event Tourism
💡Incentive Travel
💡Virtual Events
💡Live Events
💡Recorded Events
💡Regional Associations
💡Commercial Sponsors
Highlights
Introduction to the MICE industry and its rapid changes due to the global pandemic.
Definition of MICE as an acronym for Meetings, Incentives, Conferences, and Events.
Explanation of how the MICE industry involves coordinating various stakeholders for group travel.
Discussion on the impact of the pandemic on the MICE industry, including the rise of hybrid and online events.
Description of the different components of MICE: Meetings, Incentive Travel, Conferences, and Events.
The evolution of incentive travel and its decline due to the shift towards online meetings.
The increasing prevalence of online conferences and the platforms used to facilitate them.
The potential rebranding of the MICE industry to Event Tourism or Event Management.
The various stakeholders involved in the MICE industry, including clients, suppliers, governments, and commercial sponsors.
The role of government and regional associations in promoting MICE tourism.
The importance of commercial sponsors in funding MICE events.
The different types of events covered by the MICE industry, including cultural, sporting, and business events.
The future of event delivery methods, with a focus on technology and disruption.
The concept of live, recorded, in-person, virtual, and hybrid events in the context of the MICE industry.
Challenges in designing hybrid events to ensure interaction between in-person and online attendees.
Invitation for viewers to share local MICE tourism examples and their thoughts on organizing online events.
Transcripts
hello there together learners eric back
again
ever asked yourself about a career in
the tourism and hospitality industry
well there's a big change that's been
happening and happening a lot more
faster in the tourism industry because
of the global pandemic there's big
disruption everywhere and we're talking
about something called the
mice industry in this video and how it's
changing and how you might take
advantage of some of this disruption
and the basics
of the mice industry coming right up
[Music]
all right mice tourism
it's an acronym it means a bunch of
things i'm definitely going to tell you
what it means but in large part it just
means
travel and travel for a specific
purpose
largely it just means traveling
for meetings or for events basically if
you're going to travel in a large group
that's been planned ahead of time
there's a lot of
partners a lot of stakeholders in the
travel industry that have to kind of
come together to facilitate this type of
travel think about the olympics right
it's not only the olympic committee
where you every each country has to get
involved somehow so they can arrange
participation of all the athletes and
guests but that host country has to
get consensus from the people and the
government and hotels restaurants all
have to kind of work together to make
the olympics a success and in the last
olympics that even involve policy makers
and
the health industry and
doctors and all types of other new
things that are happening as well as as
we'll talk in this video the inclusion
of hybrid and online events to augment
the
disruption that's happening
with these restrictions of travel all
around the world so mice industry in
essence is all about putting on events
facilitating events and all the
stakeholders that are
kind of a part of making that happen
it's not just one type of business or
one type of
stakeholder right there's a lot of
different
facets involved and if you wanted to get
involved in the
tourism industry you might find yourself
very likely at least
tangentially related to mice tourism
right so let's talk about those acronyms
right this first one is m which means
meetings and it's any type of occasion
where you have to travel for business
and think about a sales uh traveling
salesman that puts meetings together and
maybe travels all over a country or even
the world
to meet with potential clients or to
meet with
you know ongoing business situations
maybe to make a new sale or to
sure
relations right you have to go
break bread as it were with potential
people that you want to do business with
and you have to facilitate this in some
way so that's one of the reasons why you
have
business offices and hotels and and sort
of meeting rooms and and convention
centers
uh to facilitate these small and large
meetings usually for business right
you see this all the time but it's
happening less and less
for especially when
it's not as important as we get to do
these online type meetings using zoom
and teleconferencing people are getting
much more comfortable doing it although
this is never going away completely and
you could start to see maybe some hybrid
type events and maybe hotels are going
to start to have to
incorporate more teleconferencing hybrid
situations in their offerings to
their
um guests especially business travels so
they can
host these type of kind of hybrid slash
meeting events moving towards the future
next one is incentive travel incentive
tourism um this is kind of becoming a
rare thing really um
a lot of businesses especially in sales
used to incentivize their
workforce by offering some large group
travel at the end of the year if the
company met their quota or their safety
margins or whatever that meant right
i worked for microsoft for a couple
years and every year we would rent out
an amusement park and everyone would get
to travel there and have the whole place
to ourselves and it's kind of like a a
team building thanks for everyone type
in situation
back in the day magazine sales people
you know nobody who nobody reads
magazines anymore but if they sold a
certain amount of magazine subscriptions
in a year they got a trip to hawaii or
something like that it's supposed to
motivate you incentivize you
to
work as a team meet your sales quotas
and work harder and there you got
rewarded with travel so
uh companies travel companies and in
specifically would put together these
packages and offer them through
companies to offer their employees for
these
um for these incentive type situations
and they maybe they'd buy them in bulk
and there'd be all the type all types of
kind of deals set
and um
kind of
uh selling in
at wholesale as it were and setting up
with with hotels and businesses so the
companies and employees could travel
together in this way as well
next one is conferences
conferences now are happening more and
more online
we have tons and tons of new online
event
platforms
some of them are using things like zune
on top of what they are to organize you
know breakout sessions or
discussions and panels and all those
type of things that happen maybe in for
example an academic type conference but
there's all types of conferences
and they need to get together or not and
online and it's a big part of
the mice industry conventions
conferences there is a different couple
of type of c type situation where you
could put this in instead
really these are kind of larger scale
um usually based around a specific
kind of um industry like there's
conferences for perhaps like
bank executives or people that work in
textiles or whatever have whatever have
you and people need to get together for
that specific reason that do business
and network and share ideas etc so
it's based around a topic or common
interest
and they have a reason to get together
and exchange and
again break bread as it were uh
see each other and build relationships
make new ones and keep old ones
now
the last one is events and really a lot
of people in the tourism industry are
kind of moving away from the word mice
because a lot of these are getting
outdated for example incentive travel
is really starting to evolve and change
into something new so
a lot of
people that are talking about the mice
industry now will often just refer to it
as event tourism or event
uh
travel
something that's related to an event a
meeting maybe you could call an event or
could not a call event but i would argue
easily that conferences are events as
well right any type of situation
where you have a large group of people
small as well trying to get together for
a specific purpose you could call an
event and now
these events are now online and hybrid
and
also coming back to in person so
events have a lot more meanings and it's
much more broad and so i think
possibly this is not something said in
estonia we could see basically
uh the mice term kind of just turn into
event tourism or event management
and kind of have that blanket term for
the rest of the type of travel around
this topic around the mice tourism
right so let's go back and talk a little
bit more about the stakeholders and the
key players here because
this is at the essence what you need to
know about the mice industries because
it's not just one type of player there
are many different types of players in
the mice industry and they all kind of
have to
communicate with each other
and coordinate with each other to really
facilitate
uh mice
travel because
it needs a lot of different things you
need to
have the policy to bring in large groups
of people from for example if it's an
international travel large group of
people from different countries at the
same time into the country you need to
coordinate with hotels and restaurants
to be able to facilitate them staying
somewhere in the transportation industry
needs to get them from place to place
restaurants and bars and then also
convention centers and places that hold
these events and then you're getting
into entertainment and
being able to
televise
broadcast and now put stuff online to be
able to connect with people that are
there physically and also
using
the internet or some sort of
teleconferencing whatever that platform
might be virtual reality we talk a lot
about here at together learning as well
so you have these clients uh
they're basically the people who want to
put on the event the people that are
putting the money up front usually for
the event and they sometimes they're
putting on an event and they hope to
make money by selling tickets
or they're they're putting on the
the event
to
for for a sponsor or commercial sponsor
we'll see at the end here so these are
people that are
basically uh procuring the venue getting
advertisers getting all the things that
are necessary the caterers
and working with the hotels to put on
the event
so they're the players they're the kind
of like the event organizers many times
they're the people that actually put the
event together
recruit participants or uh disseminate
the information and market it and
they're working with everybody else to
make money in this space by organizing
and putting on and curating and
basically making events managing events
next we have the suppliers here with
that's a big type of range of different
suppliers in the mice industry they
provide different services
conference rooms
like uh entertainment firms that will
rent
camera crews to record things and put on
a live event or you need a stage for
example in the esports industry you're
going to rely heavily on a
a supplier that can come in with a ton
of
computers and networking and be able to
make large screens and put on like a big
like a technical support type
entertainment event
um hotels of course in this insurance is
also big in this because people are
traveling they're not necessarily in
their
like coverage area as far as either
health insurance or
auto insurance or accident insurance etc
so they might be supplying insurance as
well
and there's all types of other possible
suppliers that you have to work with as
well that are selling things and
supplying services goods and experiences
for the mice industry
other very key player are governments
and regional associations so
um at time of making this video i live
in kyoto japan and kyoto japan has kind
of three
organizations one is called the kyoto
city mice office which is run by the
professional government of kyoto and
they kind of coordinate and use tax
dollars to promote services and people
to actually come to kyoto because
that is actually
a revenue maker plus revenue maker for
the city and for the state prefecture of
kyoto by attracting people to kyoto and
having them spend their money here the
hotels are taxed at a higher rate here
and so travelers come and they
whatever money is spent by taxpayers to
facilitate and attract more travelers to
kyoto especially do it in a safe
sustainable
way that is better for the people that
live in kyoto right they have a say they
have a part to play as well in the
policy and
the congestion issue that happens
sometimes with large-scale tourism too
many people in too many places will
sometimes annoy the locals so the city
has to be kind of a go between about
strike a balance between
inviting people and not being
overcrowding for the people that
actually live there
um that was just one but there's also
two more organizations there's the
bureau convention bureau here in kyoto
which is mainly kind of like a
consortium of businesses and hotels and
restaurants that get together and pool
their money
to
[Music]
facilitate
more travel and offer packages and
places to hold large events so they can
collectively
make more money
then there's also a dmo which is
a destination management organization
which is largely
it's very popularized in japan somewhere
some places else in the world it's
called different things in other places
but it's supposed to be a melding
between public and private
but really in japan it's largely private
and they funnel through and use
the government agency as a way to kind
of
exert more influence on how
public money is being spent for
mice purposes
and of course then you have commercial
sponsors um they'll probably work with
the clients for whatever reason so
usually an event
the there's a couple ways to make money
right you can sell tickets and hopefully
you sell more tickets to make enough
money to pay for the insurance and the
venue and the food and all that stuff
but
many times
a company will put up
the money
and either
uh discount the tickets or make it free
for people to come and that organization
gets to promote a product to service
their image et cetera et cetera you know
like the go to go back to the olympics
example every every time the olympics
happens companies play
hundreds of millions of dollars to show
their name and be connected with the
olympics
and so they're they are a commercial
sponsor for it
and so if you're an event client
you might be buying things from
sellers but your budgets are might be
really tied to these commercial sponsors
so
uh government regional
associations like that dmo or that hotel
restaurant bureau convention bureau are
always trying to
network with possible sponsors because
that combination all they need now is to
find somebody willing to organize the
event to make some money and then offer
them the sponsorship and then they can
run with
possibly holding larger events
without a lot of
risk to
the the client or the person buying the
venue because the hotel is going to put
up the space and maybe the catering and
the sponsor is going to guarantee a
specific amount of money therefore the
event maybe get approved to go ahead and
then
maybe maybe not they get enough people
so sell enough but um the event still
happens it's still still fairly safe to
move forward the event
so you notice that there's a lot of
different players a lot of situations
happening here and if you're in the
tourism hospitality industry you're very
likely to
be a part of this in some fashion
all right there's all types of events
that could happen the cultural events we
talked about the olympics at sporting
events business events around you know
specific
industries and
types of
careers
accounting into science to art there's
all types of things and reasons to get
together that should be quite obvious
but what's moving ahead in the future is
kind of the delivery method the
technology used with events is being
buried and amplified and disrupted uh a
lot so
some terms here live event meaning in
person a live event i'm sorry a live
event just means you participate as it's
happening right uh when you watch a live
concert it's happening when you lot when
you watch it so that doesn't it could be
in person or online it just means when
you're watching it it's actually
happening right then and now
right
a recorded event already happened and
then it's just kind of broadcast at a
certain time so
um when we're talking about online
events we might have a combination of
these live and recorded so you might
have a live
uh mc that's
talking to you live and you're watching
that person talk and as you're watching
that person that mc talk
they're actually talking but they'll
then
show you some recorded videos of what
happened in the past so there could be a
combination of both live and recorded
when you talk about these events in
person events is when you actually go
physically to that venue show your face
and be with other people
virtual events is when it's
held completely online in something like
zoom or in virtual reality you can test
some virtual reality environments out on
togetherlearning.com by the way hybrid
events again is a mixture of all of
these things you could have some people
there at the venue but then some people
might be online watching
the talks perhaps you're doing something
like a ted event or something like that
a tedx event or some sort of academic
conference
people are there to talk with the
speakers get to know their people in
their
industry or field
and
share ideas but there are also people
that couldn't travel they're watching
the talks and one of the challenges in
the design of these in the future is to
find try to figure out a way to
meld to get the people that are online
and the people that are in person to
interact in some way it's something i've
been tinkering with and doing research
on for
many number of years and you can find
some projects on that
on our websites as well
right
well that was a little bit about the
mice industry and what it means to be a
part of it and your introduction to it
uh what do you think
i have some questions for you actually
about this if you want to check it out
and answer it in the
um
the chat
so
can you think of some examples of mice
tourism in your area
perhaps some events that happen that are
local to you
i'd love to hear about them
there's some really good ones that i
might put down there as well from kyoto
japan there's some really cool events
that happen only here in the world
but if you could do an online event and
only online they're getting much more
easier to put on and manage
so you can
maybe try your hand at putting on an
event online and if you did
what kind of event do you want to do
maybe there be somebody that wants to
join or support you or
give you some
hints or ideas that goes along with what
you have put all that down in the
description below and hopefully
you can join our discord server too to
start that discussion up if you'd like
all right
that's enough about the mice industry
we'll see you again in the next video
guys
thanks for watching bye bye now
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