The Real MICE Book

Are we talking about mice?

“No, we are talking about MICE….. not the nice animals.” After explaining the difference between mice and MICE, people will remember the difference forever, so in future they will ask directly: “do you mean mice or MICE?”

Here the first preview, an introduction:

Introduction:

The MICE industry is rapidly emerging as one of the most important sectors not only within business travel but also in the whole tourism industry. In recognition of its importance, conference centres and congress halls are built around the world not only in the major cities and in capitals but also increasingly in secondary and tertiary cities and resort areas.

MICE

What is the definition of MICE?

According the IAPCO (the International Association of Professional Congress Organisers) are these the best definitions:

Meetings: general term indicating the coming together of a number of people in one place, to confer or carry out a particular activity. Frequency: can be on an ad hoc basis or according to a set pattern, as for instance annual general meetings, committee meetings, etc.

Incentives: meeting event as part of a programme which is offered to its participants to reward a previous performance.

Conferences: participatory meeting designed for discussion, fact-finding, problem solving and consultation. In comparison with a congress, a conference is normally smaller in scale and more select in character and it tends to facilitate the exchange of information. The term “conference” carries no special connotation as to frequency. Though not inherently limited in time, conferences are usually of limited duration with specific objectives. Sometimes the C is used for conventions.

Exhibitions: events at which products and services are displayed (also tradeshows).

Sometimes the E is used for Events. The question is whether this is a correct translation, given the fact that festivals, public events and sports events are not considered within the MICE industry.

MICE stands for Meetings, Incentives, Conferences and Exhibitions.

Recently, there has been an industry driven initiative to not use the “MICE Market” label and instead say “The Meeting Industry” which encompasses all the above.

The reason for this discussion is because MICE has different meanings. MICE is, however, already widely used within the industry which will make it complicated for the change to take effect.